Q+A: Meet our new CEO Sara van der Velde
This week marks the beginning of an exciting new chapter for Nicholson Consulting as we welcome our new CEO Sara van der Velde.
With over 15 years of experience in business and IT, Sara’s commitment to uplifting communities and creating positive social change through technology has been a constant throughout her career.
After joining Nicholson Consulting 6 years ago, Sara has helped oversee NC as it grew from a small team of several people to the established, purpose driven organisation we are today. As Chief Operating Officer, Sara oversaw the backend of our organisation, leading the development of key policies and processes as well as championing our values and internal culture.
As she steps into this new role, we know there is no one better positioned to guide and support our team as we continue to work towards our vision of a more equitable Aotearoa.
To kick off this new chapter of leadership, we sat down with Sara to ask her a few questions about life, leadership and the journey that led her to taking on this new role. Check out our chat below!
Q: Kia Ora Sara! Could you tell us a bit about yourself?
S: Kia ora koutou, my name is Sara van der Velde and I am the CEO of Nicholson Consulting. With more than 15 years in the IT industry, my career has always sat at the intersection of technology and social purpose. I’m driven by curiosity about how data shapes the decisions we make as people, organisations, and communities.
As a child I grew up in the Coromandel, where kapa haka was my favourite ‘subject’ at our small primary school; an early and formative connection with te ao Māori that continues to shape how I think about inclusion and cultural responsiveness.
As a solo mum to a vibrant daughter, I’ve learned the value of resilience, balance, and creating workplaces that genuinely support people to thrive. Those experiences have taught me that leadership isn’t just about direction — it’s about empathy, courage, and enabling others to bring their best.
Q: What was the journey that led you to becoming CEO at Nicholson Consulting?
S: Six years ago, I joined Nicholson Consulting because I believed in its direction. At the time there were ~8 staff, and we were in the early formative years of establishing ourselves as a business within the market. What attracted me was the aspiration of being a for-purpose based consultancy, that brought strong ethics and cultural consideration to the ways in which we engaged with data.
Throughout my journey I have seen incredible talent come through the doors of Nicholson Consulting. I’ve seen incredible mahi that has delivered positive impacts to communities, and a consistent commitment to being values-led. Stepping into the CEO role feels like an opportunity to continue this work, and renew our commitment to using data for the good of our communities.
With a background in Business and IT, my time here has been dedicated to the development and maturity of the Operational function. During my time at NC, I have moved through multiple roles, going from Business Development Manager, Operations Manager, and then my last role as COO. I have taken great pride in supporting Nicholson Consulting become the for-purpose, values-led consultancy that we are, and I am both humbled and excited for this next opportunity.
Q: What excites you most about taking on this role?
S: I’m most excited about leading a team of people who genuinely come to work to be of service for the good of our communities - to move beyond good intentions and actually embed equity in how data is used.
We have the privilege of influencing systems that touch real people’s lives, and I see huge potential to demonstrate how a for-purpose, values-led consultancy can deliver both social and commercial impact. As the saying goes, what is the most important thing in the world? He tangata, he tangata, he tangata. For me, this is about the people I work with, the people we work for, and the people we ultimately aim to support within the community.
Q: What are the biggest challenges you foresee for NC and its clients in the near future?
S: One of the biggest challenges for us and our clients is facing what the data truly tells us - that inequities and systemic biases that persist, even in well-intentioned systems.
Our role is to help people not only see those truths but act on them. That takes courage, cultural awareness, and a willingness to design differently.
Furthermore, as technology evolves (especially with the rapid adoption of Generative AI) the way we use and interpret data is becoming even more critical. The challenge lies with balancing innovation with integrity: ensuring data-driven decisions remain ethical, transparent and human-centred. At NC, that means continuing to stay informed of emerging technologies and ensuring our work continues to uplift the mana of the communities it impacts.
Q: What is a lesson from your previous experience that you will carry with you into your new role as CEO?
S: A lesson I carry forward is that good intentions alone don’t create change; consistent, values-driven action does.
In leadership, it’s easy to be drawn into strategy and delivery, but lasting impact comes from how you treat people, the integrity of our decisions, and the courage to hold space for difficult conversations.
Q: When you are not working, what do you do to bring joy into your life?
S: The truth is if I am not working, I am parenting…and if I am not parenting, I am usually working – good to have a job that serves your curiosity and brings purpose! But if there is a little time for me, I recharge in the outdoors; hiking, fishing, and exploring this beautiful country we’re lucky to call home.
Q: Do you have any advice for aspiring leaders who would like to be in your shoes one day?
S: If I could tell my younger self one thing, it would be to recognise that we all have different paths through life, and that is your ultimate superpower; your journey is a gift. Be authentically you, and lead with purpose and intent.
Q: Where do you hope NC will be 5 years in the future?
S: In five years, I hope Nicholson Consulting will be known not just for what we deliver, but how we do it; with empathy, rigour, and a deep sense of purpose. I want our clients to feel confident that their data decisions are fair, transparent, and community-minded. If we can help Aotearoa move even a little closer to equity through the way we work, that’s impact worth striving for.
Kia ora Sara - thanks for chatting with us! We can’t wait to see where our organisation will go under your leadership.
If you would like to learn more about our work, or how we could help your organisation please reach out to us for a chat at hello@nicholsonconsulting.co.nz