Stuff Ltd’s Katrina Reinsfield is led by pride and principles

By Paula Felps


Nashville, Tennessee, United States


Editor’s note: In an ongoing series, INMA is profiling our most engaged members — our super fans. At a time when we have less face-to-face time, we hope this gives members a chance to learn more about each other. Today we profile Katrina Reinsfield, head of partner strategy for Stuff in Auckland, New Zealand.

Working at Stuff Ltd in Auckland, New Zealand, gives Katrina Reinsfield, head of partner strategy, plenty of reasons to feel proud. With 45 newspaper mastheads across New Zealand, Stuff Ltd is the No. 1 monthly magazine, the largest digital news Web site, has a successful events business, and is home to Neighbourly, the only community Web site in New Zealand. “The scale, reach, and engagement we have is unrivalled, so I’m super proud of that fact,” Reinsfield said.

The company is guided by its ethics and principles, but its overall mission is to make Aotearoa (New Zealand) a better place: “And we try to live by that mission in everything we do as a business.”

INMA recently caught up with her to learn more about her.

As head of partner strategy for Stuff in Auckland, New Zealand, Katrina Reinsfield works on individual strategies for each of Stuff’s top customers.
As head of partner strategy for Stuff in Auckland, New Zealand, Katrina Reinsfield works on individual strategies for each of Stuff’s top customers.

INMA: What big lesson have you learned over the past couple of years that helped shape your plans for 2022?

Reinsfield: We need to be agile and flexible, be able to pivot when required, and adapt to the changing environment. These traits enable us to continue our momentum and serve our customers well.

INMA: If you had your career to do over again, what would you want to know in the beginning?

Reinsfield: It’s important to finish your education. Stakeholder management is critical to your success, and understanding how to engage with different personality types is helpful when pitching an idea.

INMA: What makes you excited to get out of bed in the morning?

Reinsfield: As head of partner strategy, I’m lucky enough to work on individual strategies for each of our top customers. I thrive on engaging with our clients, and this drive for mutual business growth gets me out of bed every day. It also helps to have a great team of people to work with at Stuff — most of whom I consider friends. 

INMA: What is the craziest job or project you’ve ever done in media — and what did you learn from it?

Reinsfield: Being a television buyer in an advertising agency was an intense two years of 12-hour days and weekends. We worked hard/played hard and were driven to deliver exceptional results to our clients. I built the closest trusted working relationships, had loads of fun, and learned to work under intense pressure while keeping my cool.

INMA: What’s the biggest lesson you’ve learned in your career?

Reinsfield: Have a strong work ethic, be resilient and determined, but also lead with empathy.

INMA: What do you do to relax?

Reinsfield: I read a lot in my downtime. I’m also fortunate to live close to the beach, so I also enjoy long walks, which is good for the soul. Other than that, you will find me hanging out with my family.

INMA: If you hadn’t gone into news media, what was your back-up plan?

Reinsfield: I would have continued to work in the advertising agency industry, but the opportunity to really make a difference at Stuff was too good to pass up.

INMA: What is your favourite thing to read?

Reinsfield: Right now, I’m reading Brene Brown’s Dare to Lead, which our group sales director gifted me for Christmas, so that’s currently my favourite.

INMA: What do you find the most challenging/interesting about the news media industry right now? 

Reinsfield: We are a trusted news organisation, but this doesn’t always translate into revenue. There is so much misinformation on social media, however, this doesn’t stop the advertising market spending on these platforms.

We are competing with global giants who take our news stories and don’t pay for them, which devalues the whole industry. Our journalists do such an amazing job to bring the news to New Zealanders every single day in such a challenging environment. 

INMA: What are you most excited about for the near future?  

Reinsfield: I am excited about the big developments at Stuff this year, which will set us up for the future. I’m so fortunate to be on this journey of transformation with the business.

About Paula Felps

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