Board Members

Ashton Welsh

Ashton Welsh LLB


Ashton has over 20 years’ experience in private practice and in-house legal roles for major law firms, local government and media/sports marketing agencies. He has also gained hands-on commercial, marketing and brand experience working in a range of non-legal roles for a UK media company (managing the commercial rights to the world’s most successful game show “Who Wants To Be A Millionaire”), the event organiser of the 32nd America’s Cup in Valencia, Spain (managing the international event sponsors and TV/digital rights holders) and a UK sports consultancy (managing the host city procurement for the upcoming editions of the Volvo Ocean Race and the FEI World Equestrian Games).

Ashton returned to New Zealand in late 2012 and is a Senior Associate in the commercial department of one of the countries most respected law firms, Simpson Grierson.

True North benefits from Ashton’s exceptional ability to relate to our customers and direct the development of our services.

Mike Burke

Mike Burke


Mike’s 20+ years of business experience covers many facet of business management; from strategy, sales, marketing, value creation and delivery, earned in both entrepreneurial and corporate environments.

Mike has worked with some of New Zealand and the world’s largest brands and businesses in the banking, FMCG and telco industries among others. Mike owns Point16, a growth business consultancy which consumes most of his time.

Mike brings to True North insight as to what customers look for having previously working in corporate marketing and procurement, as well as experience with innovation in leading edge technology.

Craig Haycock

Craig Haycock


Craig’s involvement with strategy and structure is a strong contributing factor in True North’s ongoing success.

Having led the Strategy and Specialist Business for BNZ Partners before moving to ASB Wealth, Craig has over 20 years experience in the financial services industry in NZ and the UK.

A Massey University graduate in agricultural science, Craig has also completed post graduate study in corporate finance and is a member of the Institute of Directors.

Management Team

John G Snaith True North

John-G Snaith

Chief Executive

Financial and sales management skills combined with leadership of a highly experienced team of specialists.

John’s career started in business management, then territory manager for Mercedes-Benz (UK) and post-graduate accountancy qualification led to 11 years in General Manager roles; 5 years with Volvo New Zealand and 6 years with Trio Group.

John thrives on being truly involved in our customers’ businesses, learning their issues and determining ways that we can support and influence their success.

Few other roles offer the opportunity to work closely with so many leading brands. He focuses on the service delivery and development of existing customer relationships, and the securing of new ones.

John has proven talent designing the structure and implementation of outstanding solutions.

Mike Ford True North

Mike Ford

General Manager – Logistics

With over 25 years of supply chain and logistics management experience, Mike brings a wealth of experience to his peers at True North. He began his career managing the spare parts division at Wang Computers NZ a leading American IT company, moving up to over the year to National Logistics Manager at Gen-i. He has also held various specialist roles (Logistics Manager, Materials Management and Supplier Relationship Manager, Senior Sourcing Specialist) with, Trio Group, Vector and Spark.

CILT certified from Massey University, his focus and energy is directed into developing logistics solutions that add value to customers through efficiencies and cost effectiveness throughout the supply chain. Mike understands the value a well-run logistics operation brings to a company in providing positive experiences through exceptional customer service.

For Mike, there is no compromise around Health and Safety. His key focus in the warehouse environment is ensuring all work is conducted safely and zero harm to everyone is the goal for his staff.

Anna-Lee Beck True North

Anna-Lee Beck

General Manager – Managed Services

Anna-Lee has over 15 years of successful Print and Account Management experience. She focuses on working in partnership with her customers to ensure the best outcome for all is delivered while utilising her excellent business skills and service delivery practices to always look out for improvement and development opportunities.

She is able to see the big picture; how issues impact and what solutions are available to assist customers. She has experience in managing projects from conception to completion, and has worked in many facets of print including label manufacturing, mailhouse solutions and print management.

Rachel Arlidge True North

Rachel Arlidge

General Manager – Advisory Services

With 16 years in the print industry, Rachel is passionate about print management. Clients benefit from her strategic print management skills in all areas of marketing, print on demand, stock and inventory consolidation, management, and reporting.

A qualified Product Designer, Rachel has touched on all areas of the print industry – from print manufacturing, managing design studios in advertising agencies, to GM in print management.

Rachel has pulled this experience together to drive successful new business implementations for many major organisations.

Brian Slater True North

Brian Slater

Chief Financial Officer

With over 25 years extensive experience in senior Operational and Financial management roles in local and multinational businesses, Brian brings a background of strong Financial and Operational skills to True North. He has held senior roles with companies including Digital Equipment Corporation, Carter Holt Harvey, ACNielsen and more recently, Chubb New Zealand where he was General Manager of their Fire Protection business.

Brian’s focus is on managing the key operational business drivers and understanding their importance to the commercial success of a business. He enjoys working closely with customers and suppliers and works hard on establishing commercial relationships based on trust, commitment and delivery of high quality solutions.

Brian is a qualified accountant; CA certified and is a current member of ICANZ.