Sinead Boucher -Chief Executive and Owner of Stuff Ltd
Creating a sustainable future in uncertain times
Sinead was appointed Chief Executive Officer of Stuff in August 2017 and in 2020 completed a management buyout of the company from previous owner Nine Entertainment Ltd.
Prior to becoming CEO, Sinead held the position of NZ Group Executive Editor for four years. In this role she was responsible for NZ’s largest newsroom, a significant stable of newspapers and magazines, and number one domestic website Stuff.
Sinead started her career as a reporter for The Press and gained international experience in London working as a digital journalist for the Financial Times site and as a general correspondent for Reuters’ London bureau. After a brief stint back at The Press upon returning to New Zealand, she became Stuff’s first digital editor, leading the growth of the young Stuff site into the powerhouse digital news brand it is today.
Sinead is an authentic leader with a passion for equitable, inclusive and diverse workplaces.
Under her watch, Stuff has grown to record audience numbers driven by the organisation’s reputation for award-winning, local journalism. As the media landscape has changed over time, Sinead has driven significant organisational transformation to create a sustainable future for journalism, and defined innovative ways to fund it through new businesses that leverage Stuff’s scale and audience.