From the heart of Wellington, Jess Bovey has helped shape one of New Zealand’s most distinctive and effective public-sector brands. As a key force behind NZ Police’s marketing and social strategy - and part of the Marketing Team of the Year (Worthies 2026) - Jess will take you inside the thinking, risks, and results behind a voice that balances authority with authenticity.

From viral recruitment campaigns to cultural moments like #FridayFloof, Jess will unpack how humour, humanity, and smart timing can build trust at scale - without compromising credibility. You’ll get a behind-the-scenes look at how bold, real-world activations (like police-wrapped buses and trains) sparked nationwide engagement and user-generated content.

What You’ll Learn:

• How to use humour strategically - when it works, when it doesn’t, and how to shift tone without losing trust
• The ingredients behind shareable, conversation-starting campaigns
• Why showing personality drives stronger engagement
• How to create sustained social connection and long-term brand goodwill
• What commercial brands can learn from public-sector marketing done right.

Blending real-world case studies with frontline experience, Jess will share how modern marketing in a high-stakes environment can still be bold, human, and highly effective.

About Jess

Jess Bovey has spent more than 20 years in social media and currently manages the social media and brand function for the New Zealand Police.

She has led Police’s social media response to major national events including the March 15 terrorist attacks, the Whakaari / White Island eruption, COVID-19 and Cyclone Gabrielle, building a trusted, human voice under intense public scrutiny.

Under her leadership, Police’s channels have grown to more than 2.8 million followers. She’s known for sharp social instincts, smart risk-taking, and introducing #fridayfloof. Jess has  proven that even the most serious brands can earn attention (and affection) when they understand the platform and their audience.

Jess leads teams across social, marketing, recruitment, TV, design and video and firmly believes the best social strategy is brave, human and a little bit bold.