Our Team
From family, travel, sports, fishing, horse riding, and classic cars – we’re a pretty lively bunch here at Ideal Electrical. What we do share in common is an absolute commitment to providing the very best in service to you.
Find out a little more about us below:
Roger Edgar
Managing Director New Zealand
Roger has spent most of his career in the Electrical Wholesale Industry and before joining us this time, worked with the Rexel Group in New Zealand, US and Australia for more than 20 years. During this time Roger has held a range of roles, commencing as a Branch Manager with Ideal Electrical in New Zealand and progressing through to General Manager of Rexel in NZ, Division President Rexel Inc. (West Coast the US), and Executive General Manager of Rexel
in Australia. In the last three years, Roger has been with Hills Ltd as Head of Sales for their Distribution business in Australia.
Craig Johnson
Chief Financial Officer
Craig joined Ideal Electrical in July 2020, having spent the past 7 years as CFO of Viridian Glass NZ. Craig has over 15 years’ experience as a CFO or COO operating in several diverse industries in New Zealand and Australia. Previous roles included COO of Aegis Media NZ, a global media buying agency, GM & Head of Sales at ComTel Corp a small listed Telco in Australia, and COO of iTouch Australia, a mobile content service provider. Outside of work, Craig likes to get fit when he can and follows his two sons on the rugby, football and cricket pitches.
Steve Braniff
Chief Operations Officer
Steve is responsible for the operational direction of the company including Central Purchasing, Supplier Management, Category Team Management, Customer Services, Business Systems, Quality Assurance, Business Improvement and Master Data. Steve has 21 years’ experience in the Electrical industry starting with Mastertrade before joining Ideal in 1999. He has held roles including Branch Manager, Regional Manager and most recently as National Purchasing and Inventory Manager. With this wealth of experience Steve is ideally positioned to drive forward our operations initiatives in support of our sales.
Simon Hill
General Manager Sales
Simon has been in the electrical industry for nearly 30 years. Starting as an electrical apprentice with a CHCH firm, GW Streat/Streat Electrical he stayed with them for 19 years. Then joined Clipsal New Zealand as National Sales Manager for approximately 6 years. Simon then joined Ideal Electrical Suppliers in 2004, as National Contracts Manager. Doing various roles within the broader company, National Supplier Relationship Manager, heading up Impel as GM Sales and finally as GM Business Development before leaving in 2012 to move to Australia. In Australia Simon joined Schneider Electric and established the EcoXpert program becoming Channel Manager – Partner Programs. He left Schneider in 2017 and joined Nexans Olex as Regional State Manager NSW/ACT, leaving them in Jan 2020 to return to New Zealand.
In his private time Simon is a family guy, mountain biker, for the social side now days, and part time farmer on his life style block about an hour from Auckland.
Phil Eades
National Health & Safety Manager
Phil Joined Ideal Electrical in December 2020. Prior to this he worked at the Ports of Auckland for 15 years, taking the opportunity to move within the organisation to learn about the operations and the people, spending time in the Operations and Engineering teams. All the roles had a safety aspect to them; he then made the move to the newly formed safety team playing a prominent part. Phil is passionate about ensuring that people have the tools to let them do their jobs safely and they aware of the risks that exist in their work environments. He has been involved in multiple projects including implementation of new H&S reporting systems and the roll out of the automated container terminal. Phil studied at Massey university where he earnt his undergraduate degree in business studies and later a Post grad diploma in Occupational Safety and Health. He has also completed the Nebosh International General Certificate in Occupational Health and Safety. Outside of work Phil enjoys heading down country to help on the family farm in Ohakune. He is a keen golfer and chef.
Cherie Hargreaves
National HR Manager
Cherie joined Ideal Electrical as the National HR Manager in April 2021. Cherie’s 15 year plus HR history covers multiple geographies and industries having spent a number of years in the UK in the financial services industry, a brief stint in Australia before returning to NZ working for Fletcher Building, IAG and most recently as the HR Manager at Kordia (Cyber Security).
Outside of work, Cherie is a keen baker, loves entertaining and spending time with family and friends.
Craig Haines
National Marketing Manager
"I got the best job in the business" is Craig's view. Craig Started out his career as an electrician learning from the grassroots of the Industry. After 12 years on the tools, he migrated into sales and various branch managers and a regional role. Learning the craft and after hands-on training and various courses and training, he quickly took to a position in the marketing team. Now the National marketing manager for Ideal Electrical he enjoys the touchpoints 'I'm supported by a highly skilled and energetic team which makes my job so rewarding" responsible for all aspects of marketing from the brand, publications, promotional, loyalty scheme, and digital. Out of work Craig and his family love their time on the water with wake surfing being the number one family time activity. Lake Tarawera is the location of choice with family and friends
Peter Garden
Regional Manager Upper North Island
Peter joined Ideal Electrical in August 2022, bringing with him a breadth of knowledge and experience across sales, operations, and management with over 20 years of experience in the trade wholesale industry. Peter has been in both Branch and Regional roles across the electrical and plumbing sectors and prior to joining the company was involved in managing MIQ facilities as part of New Zealand's Covid-19 response. Originally from Mosgiel, he's a keen Otago supporter following most sports, likes to keep active and enjoys getting out on his mountain bike.
Grant Emmett
Regional Manager Central North Island
Grant joined Ideal Electrical in April 2022 after many years in FMCG grocery. Grant was previously GM Sales and Operations at Creative Activation and has held National Sales Manager positions in companies such as Tegel, T&G, and Meadows. Outside of worktime, Grant enjoys the downtime and travelling with his family.
Nigel Isaac
Regional Manager Lower North Island
Nigel immigrated to New Zealand from the UK in 2006 with the Correction Service. In 2008 Nigel decided after 22 years of service in the UK & NZ it was time to pursue a different challenge and enjoy all that NZ had to offer. Nigel has held the positions of Counter Sales, Sales Rep, Account Manager and Branch Manager within the electrical wholesale industry and joined Ideal in June 2018 as Branch Manager at our Dunedin Branch. This was a great year of growth personally and professionally and Nigel was invited to become an ambassador of the Challenger Attitude Program. In July 2019 Nigel was promoted to the role of Managing Director Lower North Island. In his free time Nigel is an avid sports fan, more supporter than player these days, with his main passion being football.
Regan Dixon
Regional Manager Upper South Island
Regan joined the company in December 1997 as a driver at our Riccarton Branch where he then progressed to Sales Rep, then Branch Manager before eventually moving across the city to become the Branch Manager of the Christchurch Branch situated in Fitzgerald Avenue. Regan was then promoted to Christchurch Area Manager, overseeing the 4 Christchurch branches, and in July 2015 became the Upper South Island Area Manager. An enthusiastic and motivated manager having experience from the basic branch level through to higher-end management, Regan enjoys the challenge that electrical wholesaling offers. An avid sports fan but with a particular passion for rugby, he has managed to represent both West Coast and Marlborough at first-class level and also played several seasons for Canterbury B. His other passion is his family; he is married to Sonia with two daughters Sophie and Mia.
Paul Commins
Regional Manager Lower South Island
Paul Joined the Ideal family as a Sales Representative in 2007 and since then has worked in several roles including Branch Manager in Hamilton and Learning and Development Projects Manager – helping develop and lead the Challenger Attitude program. Born in Canterbury, the latest move for Paul to MD of the lower South Island involves a return to the mainland. Paul holds an undergraduate degree in arts as well as two post-graduate diplomas in marketing and management and recently completed a Master of Business Administration at The University of Waikato. His passion is Leadership and he enjoys seeing, and helping, those around him learn and grow. When not working Paul is spending time with his Wife and Daughters unless he is hunting, fishing, diving or surfing.