Paul Cooke

In 1973, while 17-year-old Paul Cooke was standing in line to enrol in engineering, someone told him about a recently founded business school at the University of Waikato.

Thinking it “sounded cool,” he jumped on the next bus from Auckland down to Hamilton to check it out – and he’s never looked back since.

“It was the second year for Waikato Management School, so it was still in its infancy back then,” says Paul, who chose to enrol in a Bachelor of Management Studies. “Now, 50 years later, it’s become the top-ranked business school in New Zealand”.

“Located in a beautiful semi-rural environment with a decent Super Rugby team – what more could you want? I’d encourage anyone considering Waikato Management School to give it a go. It may be their ticket to an exciting international business career.”

Little did Paul know that his spontaneous decision would open the doors to a fantastic marketing career that took him to 30 countries around the world – working for multinational consumer goods companies like Procter & Gamble, PepsiCo, Labatt, and Interbrew.

Paul Cooke (right) pictured with his friend Greg Buckley (left) after a soccer game at the University of Waikato in 1974.

“It was the second year for Waiato Management School, so it was still in its infancy back then. Now, 50 years later, it’s become the top-ranked business school in New Zealand,” says Paul.

Paul Cooke (front centre) with his best mates from Waikato Management School in 1974.

Paul says WMS provided him with “amazing formative years”, and the close friendships he made at university – with John Barraclough, Dave Sutherland and Jon Henderson (see photos below) – have been sustained for 49 years.

“The really inspirational teachers at Waikato Management School would have cut it anywhere – which Dr Peter Dickson has proven through his successful research and teaching career in the United States,” he says.

“I’ve really enjoyed reconnecting with Peter over the last 20 years; he had a huge impact on my choice of marketing as a career and is still my role model uni prof.”

Afer graduating with his BMS(Hons) degree in 1978, Paul was hired straight back to work at the university as a junior marketing lecturer.

Paul Cooke with his parents on his graduation day in 1978.

Paul taught marketing at Waikato Management School for two years, until he received a PhD scholarship to study at the University of British Columbia in Vancouver, Canada.

His plan at that time was to become a full-time lecturer. But he eventually changed his mind and switched to the MBA programme.

“I can honestly say that the education I received at Waikato Management School was every bit as good as the University of British Columbia, then rated as a top-tier North American business school,” says Paul.

Paul Cooke catching up with his WMS buddies in the early 2000s: John Barraclough, Dave Sutherland, and Jon Henderson.

Throughout his hugely successful global marketing career, Paul has lived in Canada, the United States and Belgium.

He started out working in brand management at Procter & Gamble in Toronto for seven years, followed by two years as a strategic consultant at McKinsey.

Then he spent five years as a senior marketing director at PepsiCo Foods International, supporting local subsidiaries in Hawaii, Canada, Australia and the UK, followed by a return to Canada as Vice-President of Marketing for Hostess Frito-Lay.

Looking for a change, Paul spent the next seven years working in the beer business.

Initially he was appointed as Executive Vice-President of Marketing for Labatt Canada, then became President of Labatt USA.

Paul Cooke, left, and John Baraclough enjoyed a recent visit to Waikato Management School in May 2022.

Paul ended his career on a high note as Global Executive Vice-President of Marketing for Interbrew, based in Belgium. “I was responsible for Interbrew’s global brand strategy and brands, such as Stella Artois and Becks, developing marketing best practice for local brand portfolios in our operating countries, and exports to over 120 countries,” says Paul.

“This included the planting of Belgian Beer Cafes in 20 countries. And that’s why Auckland has more Belgian Beer Cafes than any other city in the world!”

Following a period of rapid M&A-fueled company expansion and Interbrew’s IPO, Paul retired in 2002. He now lives the good life in Greece with his wife, returning home to New Zealand as often as possible to visit family and friends.

Reflecting back on attending classes inside the Eastern Lecture Theatre.