Creative director XERO AU/Asia (2019-2023)

I held the role of regional Creative Director at Xero for 4½ years, where I steered the regional internal agency 'The Hub', a dynamic team of copywriters, art directors, designers, and producers. We supported the business across integrated campaigns, large-scale events, social content, competitions, insights reports, branding, and a vast array of collateral for our dedicated marketing and comms teams.

Under my leadership, we witnessed a significant uplift in unaided awareness and brand equity amongst small business owners in Australia and Asia. Our commitment to brand fluency and salience contributed to a significant growth in market share. I’m a purpose-driven, strategically minded creative thinker who works closely in partnership with Marketing teams. I pride myself on being a purpose-driven, strategically minded creative thinker, and strive to produce beautifully crafted effective work that aligns with our business operating priorities. During my time at Xero, I endeavored to stay on top of industry trends and insights to make sure our work delivers across key sentiment metrics we measured in relation to brand health, including value (+88%), ease of use (+95%), and comprehension (+100%) of the wider platform ecosystem and product offering.

BRAND IMPACT IN AUstralia from 2019-2023

BRAND IMPACT IN SinGapore from 2019-2022