They ensure our venues get the support, training and tools they need to create a successful and compliant gaming offering, and that we have a smooth and efficient grants process that delivers maximum benefit back to the community.
Martin Cheer: Managing Director
Martin was Chief Executive of PCL from 2012 to 2022 and was appointed as Managing Director in November 2022. Martin has been involved in the gaming industry since 2005 and is currently on the Board of the Gaming Machine Association of New Zealand. Martin has over 20 years of experience in senior management roles in operations, compliance and risk management and has an MBA from the University of Auckland.
Email: martin@pubcharity.nz Phone: 04 382 4437Craig Denny: Chief Operating Officer
Craig has been General Manager of Pub Charity Limited since 2013 and brings over 20 years of experience in the hospitality and gaming industry, and has recently been promoted to Chief Operating Officer (COO). As a former venue operator and manager and now as Christchurch based COO of PCL, Craig leads all aspects of PCL Operations, venue support and technology and is responsible for a significant number of sector initiatives in the areas of player experience, and harm prevention and minimisation.
Email: craig@pubcharity.nz Phone: 021 772 186Ashley Kleinsmith: General Manager: Finance & Grants
Ashley is an experienced corporate and SME accountant who practised in his former homeland of South Africa before moving with his family to New Zealand. He joined Pub Charity Limited in 2017 and now heads the Finance and Grants team as the General Manager: Finance & Grants. Ashley also holds an MBA from Victoria University of Wellington.
Email: ashley@pubcharity.nz Phone: 04 382 4420Gary Lawry - Key Account Manager – National Group
Email: gary@pubcharity.nz Phone: 021 533 274Carl Brasell: North Island Operations Manager
Email: carl@pubcharity.nz Phone: 0272102921Latham Bell: South Island Operations Manager
Email: latham@pubcharity.nz Phone: 021 782 889Cliff McLennan: Kaiārahi - Community Engagement
Cliff has over three decades of experience in the hospitality industry, He brings a wealth of knowledge and insight shaped by a dynamic career that began in retail and evolved through senior leadership roles across some of the sector’s most respected organisations. His professional journey has spanned large hospitality groups, major breweries, and independent operators, providing him with a well-rounded perspective on the industry's diverse challenges and opportunities.
In his role as Kaiārahi – Community Engagement, Cliff is committed to celebrating and elevating the incredible mahi of our community partners. He plays a key role in ensuring their impact is recognised and supported.
Ko Taranaki te maunga, ko au te tangata.
Kevin Thomson: National Standards & Performance Manager
Email: kevin@pubcharity.nz Phone: 021 931 870Derron Bishop: Regional Manager - Auckland/North
With over 25 years of experience in the gaming industry, Derron brings deep technical expertise and a passion for performance to every venue he supports. His career spans roles from tech support with a UK-based gaming manufacturer to key technical and systems positions at Aristocrat Technologies, where he worked across both Class 4 and casino markets.
For the past 15 years, he has been the trusted Regional Account Manager for Auckland and surrounding areas. His extensive market knowledge and hands-on venue experience make him a valuable partner in helping gaming operations reach their full potential.
Derron is known for his collaborative approach and commitment to delivering tailored solutions that drive results. Whether you're looking to optimise your current setup or explore new opportunities, Derron is ready to help. Ready to take your venue’s gaming experience to the next level? Reach out to him to kick off the conversation.
Outside of work, he enjoys spending time with his family and playing touch rugby for his club and beloved North Harbour.
Alan Barlow - Account Manager Northern Region
Alan brings over 25 years of experience in the wagering industry, having held a role with the New Zealand TAB for 25 years before transitioning into hospitality as an owner/operator for 13 years. In 2025, Alan joined Pub Charity as the Account Manager for Northland, where he leverages his extensive industry knowledge and leadership experience to support community engagement and service delivery across the region.
Alan is deeply committed to fostering strong relationships and ensuring high-quality service for Pub Charity’s partners in the North. Outside of work, he enjoys spending time with family and friends and is an avid golfer.
Cameron James - Account Manager Waikato & Bay of Plenty
Cameron joined Pub Charity in 2025, bringing extensive experience from the alcohol industry working closely with hospitality venues across the Waikato & Bay of Plenty area for the last 20 years.
Cameron is passionate about coaching, capability development, and delivering results through collaboration. His hands-on experience across retail and FMCG environments gives him a unique perspective on delivering support to our venue operators.