Kevin Bowler

Kevin Bowler is one of New Zealand’s most respected figures in the business world, having held CEO roles at Yahoo!Xtra, Tourism New Zealand, Frucor Suntory, and since 2018, My Food Bag.

With a 30-year outstanding track record spanning a diverse range of brands and industries, Kevin is renowned as a visionary leader and innovator. He is also passionate about building high-performing teams that connect with their purpose.

Kevin graduated from the University of Waikato with a Bachelor of Management Studies in 1986.

“Waikato Management School had a great reputation, so starting the BMS degree was an easy choice,” he says. “Accounting was the path I expected to take with my studies, but I quickly pivoted to marketing, before taking up a graduate role with Unilever New Zealand.”

Kevin has continued to give back to the University of Waikato over the years by sharing his leadership expertise with students, and chairing the Waikato Management School business advisory board for a number of years.

After launching his marketing career at Unilever in 1986, Kevin worked for DDB and Mattingly, where he handled the international accounts for Cadbury and Air New Zealand.

Following the Kiwi rite of passage, he headed to the UK in 1992 and worked in the food industry for four years.

On his return to New Zealand, Kevin joined New Zealand Dairy Foods Ltd in 1996 as General Manager – Marketing and Beverages,  putting him on a fast-track path to a leadership career.

In 2003, Kevin was appointed as head of marketing at Telecom New Zealand, initially leading the mobile business group. He then went on to lead marketing across Telecom’s entire consumer business.

Waikato Management School had a great reputation, so starting the BMS degree was an easy choice.

Kevin Bowler

This led on to his first CEO role with startup Yahoo!Xtra in 2007, a joint venture between Telecom and Yahoo!7. During this time Kevin took a strong leadership role in the digital communications industry, chairing the NZ Interactive Advertising Bureau.

In 2010, Kevin was appointed Chief Executive of Tourism New Zealand, which he described as “the best job in the world”. Under his helm, NZ’s international visitor numbers grew by over 30% to become the country’s biggest export earner at the time. Other highlights from his time at Tourism New Zealand included successfully leveraging the country’s hosting of the 2011 Rugby World Cup and the Lord of the Rings film trilogy.

In 2016, Kevin returned to the food sector as Chief Executive of Frucor Suntory, where he championed the need to put a greater emphasis on low/no sugar soft drinks.

This two-year stint segued nicely into his current role as CEO at My Food Bag, New Zealand’s leading meal kit company, whose co-founders include Theresa Gattung, another graduate of Waikato Management School.

“One of the things I love about My Food Bag is how connected the team is to our broader purpose of helping New Zealanders to eat and live well,” says Kevin.

The company was publicly listed on both the NZX and ASX in March 2021.

Kevin receiving his Distinguished Alumni Award from the University of Waikato in 2020.

In 2018 Kevin was inducted into the New Zealand Marketing Hall of Fame, and in 2020 he was honoured with a Distinguished Alumni Award from the University of Waikato.

Kevin announced his resignation as CEO of My Food Bag in September, and his final day will be 14 October 2022.