About Seerden Board Partners
Who is Andrew Seerden and what does Seerden Board Partners do?
Seerden Board Partners is a B2B board and governance advisory practice based in Auckland, New Zealand. The firm helps founders, CEOs and boards build sharper governance, design effective advisory boards, and lift commercial performance. Andrew Seerden leads the practice as an independent director and Growth Advisory Board chair with 30 years of senior commercial leadership in B2B businesses. Strategic governance. B2B growth.
About Andrew Seerden
Andrew Seerden is an independent director, Growth Advisory Board chair and B2B commercial strategist. He is based in Auckland and Waiheke Island. His client work spans New Zealand, Australia, India, Saudi Arabia and The Netherlands.
Andrew brings 30 years of senior commercial leadership in listed, privately-owned and large-scale B2B organisations. He held senior executive roles at Hewlett-Packard, Compaq and IBM. At Hewlett-Packard New Zealand, he led commercial operations of a $200M division and his team grew market share to close to 90 per cent. At Compaq, he held commercial responsibility for divisions worth approximately $150M, covering pricing, channel strategy and route-to-market. He operated through the Compaq and Digital and Compaq and Hewlett-Packard mergers.
He served as Chair of the Board of Trustees at StarJam Trust for 11 years. StarJam was a national not-for-profit serving young people with disabilities through performing arts. During his tenure, the charity expanded from a single regional base to multiple cities. He guided it through financial restructuring and stewarded the founder-CEO transition. He also built the governance framework: charter, committee structure, risk register and director rotation policy.
Andrew holds an MBA in Business Administration from Newport University, Utrecht, The Netherlands. He maintains continuous learning across AI governance, climate disclosure and modern board oversight to stay current with contemporary boardroom agendas and is a prolific creator of blogs and articles related to leadership, revenue-generation, and Advisory and Governance Board advice.
What does the practice do?
Seerden Board Partners works in three areas of board work.
Commercial growth oversight
Revenue strategy, sales transformation and market entry across multi-country B2B operations. Andrew has been engaged by listed, privately-held and large-scale clients including Air New Zealand, Vodafone NZ, Spark NZ, Service Foods, Fonterra, Datacom, Enviro NZ, Fletcher Building, Fairfax Media, Southern Cross Health Insurance and 2degrees on commercial transformation work.
Advisory board design and chair effectiveness
Structuring boards, sharpening agendas and lifting decision quality at the top table. This includes board composition, skills matrix design, terms of reference, meeting cadence and chair coaching. Andrew builds governance custom to your growth stage.
CEO and founder counsel
Succession planning, judgement under pressure, and steady hands through scale and crisis. Andrew has advised more than 100 senior leaders and CEOs across multiple countries.
Current board and advisory roles
- Director and Co-Founder, Menu Compass AI (2024 to present). A food production analytics venture providing real-time, actionable insight to producers, distributors and operators. Set governance foundations, commercial strategy and capital structure from inception.
- Member, Virtual Advisory Board (VAB) (2025 to present). Contributing commercial and governance counsel to a global multi-country advisory network.
- Director, Fresh Perspectives Limited (2013 to present). Co-leads an independent B2B commercial advisory practice serving listed companies and mid-market clients across New Zealand and Australia.
What boardroom values does Andrew bring?
Four principles shape how Andrew operates at the board table.
- Independence with collegiality. Speaks with conviction. Decides with the table.
- Constructive challenge over deference. Asks the question others avoid.
- Long-term stewardship over short-term comfort. Holds the horizon for the CEO.
- High trust, low ego. Confidence to challenge without needing the credit.
Core board competencies
| Competency | Detail |
|---|---|
| Commercial growth and revenue strategy | Multi-country B2B operations across listed and mid-market clients |
| Advisory board design and chair effectiveness | Structuring boards and lifting decision quality at the top table |
| CEO succession and founder counsel | Succession, judgement under pressure and steady hands through scale and crisis |
| Sales transformation and B2B channel strategy | Pricing, channel strategy and route-to-market design |
| Multi-country and cross-cultural operations | Senior commercial roles across NZ, The Netherlands and beyond |
| Not-for-profit governance and stewardship | 11 years as Chair of a national charity board |
| Risk, crisis decision-making and resilience | CEO transition leadership |
| Customer and stakeholder engagement | Major relationships and corporate partnerships |
Director’s FAQ
Who founded Seerden Board Partners?
Seerden Board Partners was founded by Andrew Seerden, an independent director and Growth Advisory Board chair based in Auckland, New Zealand. He brings 30 years of senior commercial leadership in B2B businesses and 11 years as Chair of a national not-for-profit board.
Where is Seerden Board Partners based?
Seerden Board Partners is based in Auckland, New Zealand. Andrew works with clients across New Zealand and Australia, with prior engagements in India, Saudi Arabia and The Netherlands.
What does Seerden Board Partners specialise in?
The practice specialises in three areas: commercial growth oversight, advisory board design and chair effectiveness, and CEO and founder counsel. Each engagement is shaped to the client’s growth stage and governance maturity.
Who does Seerden Board Partners work with?
Andrew works with founders, CEOs and boards in B2B markets. Past commercial transformation engagements include Air New Zealand, Vodafone NZ, Spark NZ, Service Foods, Fonterra, Datacom, Enviro NZ, Fletcher Building, Fairfax Media, Southern Cross Health Insurance, 2degrees and many more.
What qualifies Andrew Seerden as a board adviser?
Andrew has 30 years of senior commercial leadership at Hewlett-Packard, Compaq and IBM, including country and divisional accountability for revenue, channel strategy and people. He chaired StarJam Trust for 11 years, guiding national expansion, financial restructuring and CEO succession. He holds an MBA from Newport University, Utrecht.
How do I engage Seerden Board Partners?
Contact Andrew directly at [email protected] to discuss your governance, board or commercial challenge. The first conversation is a scoping session to assess fit and define the engagement.
Talk to Andrew
If you are a founder, CEO or board chair who wants sharper governance, a high-impact advisory board, or steadier commercial decisions, book a scoping conversation.
Email: [email protected]
LinkedIn: linkedin.com/in/andrewseerden
Website: seerdenboardpartners.com