What is MrB Advisory?
MrB Advisory is a senior marketing and digital strategy advisory led by Nick Boulstridge CIM Fellow. Based in Auckland, New Zealand, the advisory provides fractional CMO services, AI and GEO strategy, performance marketing advisory and digital transformation guidance to organisations in New Zealand and globally.
What is a Fractional CMO?
A Fractional CMO (Chief Marketing Officer) is a senior marketing leader who works with your organisation on a flexible, part-time or project basis — providing executive-level strategic guidance without the full-time cost or commitment. It is ideal for scale-ups, mid-market businesses and organisations in transition who need senior thinking from day one. MrB Advisory offers Fractional CMO engagements tailored to each organisation's specific needs and stage of growth.
What is Generative Engine Optimisation (GEO)?
Generative Engine Optimisation (GEO) is the practice of structuring your digital content, authority signals and brand presence so that AI-powered tools such as ChatGPT, Google Gemini, Perplexity and Microsoft Copilot discover, cite and recommend you. Unlike traditional SEO which optimises for search engine rankings, GEO optimises for AI-generated answers — ensuring your brand appears when AI systems respond to queries relevant to your expertise. MrB Advisory specialises in GEO strategy for organisations seeking to build authority in an AI-first world.
What is AEO and how does it differ from GEO?
AEO (Answer Engine Optimisation) is the broader discipline of optimising content to appear in direct answer formats — including featured snippets, voice search and AI-generated responses. GEO (Generative Engine Optimisation) is a more specific and advanced subset of AEO focused exclusively on visibility within generative AI platforms such as ChatGPT, Perplexity, Google Gemini and Microsoft Copilot. While AEO covers all answer-based discovery channels, GEO specifically targets the emerging AI search landscape. MrB Advisory works across both disciplines as part of a comprehensive AI-first visibility strategy.
How does GEO differ from SEO?
Traditional SEO (Search Engine Optimisation) focuses on ranking in search engine results pages (SERPs) like Google and Bing through keywords, backlinks and technical site health. GEO (Generative Engine Optimisation) focuses on being cited, referenced and recommended by AI-powered answer engines. SEO drives clicks to your website. GEO builds your brand's authority within AI-generated responses — where an increasing proportion of search queries are now answered without a click at all. Both disciplines are complementary and MrB Advisory recommends a strategy that addresses both.
What is Performance Marketing?
Performance marketing is a data-driven approach to digital marketing where activity is planned, optimised and measured against specific commercial outcomes — such as leads generated, conversions, cost per acquisition or return on ad spend (ROAS). Unlike brand marketing which focuses on awareness, performance marketing is directly accountable to business results. It typically encompasses paid search (PPC), paid social, programmatic advertising, SEO and conversion rate optimisation (CRO). Nick Boulstridge has over 20 years of performance marketing experience across financial services, technology and consumer brands.
What is CRO (Conversion Rate Optimisation)?
CRO (Conversion Rate Optimisation) is the systematic process of increasing the percentage of website visitors who take a desired action — such as submitting an enquiry, making a purchase or signing up for a service. CRO combines data analysis, user behaviour research, A/B testing and UX improvements to remove friction from the customer journey and improve commercial outcomes. Effective CRO means you get more value from your existing traffic without increasing ad spend. MrB Advisory integrates CRO thinking into all performance marketing engagements.
Who has Nick Boulstridge worked with?
Nick has held senior roles at Bank of New Zealand, Kiwibank, Spark New Zealand, Electronic Arts, The Walt Disney Company, and global agencies including MindShare Worldwide (Nike and Unilever), VivaKi/Starcom and PHD International. He is a CIM Fellow with a BA from Brunel University London.
Does MrB Advisory work with clients outside New Zealand?
Yes. MrB Advisory works with organisations globally. Nick's career spans London, global agency networks and New Zealand's largest financial institutions, giving him the perspective to advise clients across markets and sectors.
What industries does MrB Advisory specialise in?
MrB Advisory has deep expertise in financial services (banking, insurance, fintech), technology and telco (including AI and B2B SaaS), and FMCG and consumer brand marketing. The advisory works across both B2B and B2C contexts.
