Stickybeak appoints Anna Henwood as CEO

Research start-up appoints international marketeer as new boss

Research start-up Stickybeak has appointed Anna Henwood as CEO and is recruiting for a lead developer, a support developer and a customer service manager after doubling revenue for three consecutive years.

Anna joins from Les Mills International where she was Chief Marketing Officer for six years including that company's recent successful pivot to a direct-to-consumer offer in the wake of the COVID pandemic which disrupted the company’s traditional business-to-business model.

Prior to Les Mills, Anna was with New Zealand Trade and Enterprise, STA Travel, and Tourism New Zealand. She remains a Board Member at Golf New Zealand.

“We are so fortunate to have been able to attract someone of Anna’s seniority and profile to our business and we are very much looking forward to her leading us to the next stage of Stickybeak’s development”, said Co-Founder Brody Nelson.

“Stickybeak has become the insights platform of choice for some significant global organisations over the last three years and we needed someone with impressive global marketing experience to anticipate the needs of modern global marketing and communications teams”, added Nelson.

“I had an amazing six years with Les Mills and the incredible team there. For my next move, I knew I wanted to do something completely different where my skills and experiences would have an impact, but also where I’d have the opportunity to lead and shape an organisation, its culture and people”, said Henwood.

“New Zealand has a vibrant start-up scene, but very few of those start-ups are global from day one, so when I met the Stickybeak founders I was intrigued by their incredible client base and the issues that some of the world’s biggest organisations were trusting them to poll on.

“The potential to disrupt the existing research industry is huge and I knew from experience that marketers too often pay a lot for insights that are slow, expensive and in some cases …. not very insightful. If we can fix just a part of that, we will have a big future. On the way I want to ensure that, as far as a small business can, we become a good example of how a diverse culture can be a winning culture. Our new recruits will be the start of that”.

Stickybeak enables organisations and individuals to commission public quantitative surveys from their own desktops rather than through costly, slower research agencies or old fashioned panels of jaded respondents. Stickybeak’s conversational-style surveys recruit respondents fresh for each survey from 3.8 billion people active on social media worldwide.

Clients to date have come from the US, Asia, UK, Europe, Australia and New Zealand and include companies like Dole International Foods, SC Johnson, Tetra Pak, The World Health Organisation, Vodafone, O2, Spark, and Swisse; charities such as Oxfam and Spend My Super; agencies like Edelman, Ketchum and Golin; media organisations like The Spinoff and PRovoke as well as individuals, academics, authors, unions, local government organisations, and small businesses and startups. Surveys have been conducted in every region of the world and in multiple languages.

Stickybeak was Co-Founded by David Talbot, Brody Nelson, Kyle Hickey, David Brain and Andrea Kan and launched in London, New York, and Cannes in June 2019.