About us

Andrew Nalder brings more than two decades of hands-on experience in sales, marketing and entrepreneurship to What the Heck. Over his career, he’s worked across a wide range of industries, from clothing and cars to software, business equipment and character merchandise, and built up a real knack for helping businesses find what makes them unique.

In the late 1990s, Andrew acquired a small digital print business called Dpod, turning it from a $350k operation into an $11 million marketing communications company offering print, creative, video, photography and web development. After 14 years at the helm, Andrew sold Dpod to the Image Centre Group, having transformed it into a full-service creative hub.

He launched What the Heck in 2015 and has steadily grown the business into a recognised web development and e-commerce consultancy working with clients across New Zealand. Along the way, he founded The Toy Box, an online retailer that’s become a go-to for quality children’s products, and spent time as a finance advisor at Finance NZ, gaining insight into the numbers behind successful businesses.

Today, Andrew heads up What the Heck with a practical, straight-talking approach. He enjoys helping clients uncover their true value proposition, drawing on years of big business experience to make the process clear and collaborative. Whether you need web design, e-commerce expertise or help refining your brand, Andrew brings both creativity and commercial know-how to every project.

Andrea Cummerfield is a digital marketing and e-commerce specialist with a strong background in helping retail brands grow, both online and in store. As the Owner and E-Commerce Manager of The Toy Box, Andrea has built and scaled a successful online business, handling everything from Shopify operations and Klaviyo email marketing to digital advertising and retail process optimisation.

Andrea is particularly skilled at setting up and running effective email marketing campaigns, helping brands connect with their customers and drive repeat business. She also has a knack for the operational side of e-commerce, ensuring systems and processes run smoothly behind the scenes.

Her expertise goes beyond her own business. Andrea regularly consults for other retailers, working closely with them to improve their online presence, streamline marketing automation, and fine-tune retail systems for better results. She is passionate about creating seamless customer experiences, building strong brand communities, and finding practical ways to drive business growth.

Known for thriving in fast-paced and creative environments, Andrea enjoys balancing data-driven decision making with creativity and strategy. She brings a hands-on, collaborative approach to every project and loves helping clients navigate the ever-changing world of digital commerce.