Laura Maxwell says goodbye to Stuff Group after leading significant changes

AUCKLAND, Today: Stuff Group CEO Laura Maxwell is stepping down after leading the company’s transformation efforts over the past year. Her leadership leaves a lasting impact on the media organisation.

Stuff Group Owner and Publisher Sinead Boucher expressed gratitude for Maxwell’s contributions. “In her time with the business, Laura supported our executive team through significant change,” Boucher said.

Maxwell initially joined as Chief Growth Officer before taking on the CEO role. Under her leadership, Stuff restructured, completed a technology overhaul, refined the print portfolio, and divided into two distinct businesses: Stuff Digital and Masthead Publishing.

“This step in our five-year transformation strategy has been well executed. Laura has helped prepare us for the next stage as we invest in new technology and skills,” Boucher added.

“It has been a privilege to work for a female-owned business and with such a strategic entrepreneur as Sinead, who is bold and brave and cares deeply about the future of the industry.” – Laura Maxwell

Maxwell, who is of Taranaki Ngāti Mutunga and Te Āti Awa descent, expressed pride in reshaping an independent New Zealand media business with a crucial role in democracy.

“I have loved our mission to Follow No One and make Aotearoa a better place,” she said. “It has been a privilege to work for a female-owned business and with such a strategic entrepreneur as Sinead, who is bold and brave and cares deeply about the future of the industry.”

Maxwell emphasised that modern media is driven by both people and technology. She’s proud of the partnerships formed with MediaWorks, Warner Bros. Discovery, and other commercial partners.

Maxwell is leaving for a role in Australia and will relocate soon. Boucher will step back into the leadership role to guide Stuff through its next transformation stage.