Creative director XERO AU/Asia (2019-2023)

I held the role of regional Creative Director at Xero for 4½ years, leading the regional internal agency 'The Hub', a dynamic team of copywriters, art directors, designers, and producers. As a purpose driven and strategically minded creative thinker together with the creative team, we supported the business across integrated campaigns, large-scale events, social content, competitions, insights reports, branding, and all creative supporting our marketing and comms teams.

During my time at Xero, the creative team contributed to an increase in unaided awareness and brand equity among small business owners in both Australia and Asia. Working together with the regional marketing directors, our focus on brand fluency and salience contributed to a huge growth in market share. As a purpose driven and strategically minded creative thinker, these results were achieved by building close relationships with the Marketing and Comms teams to deliver work aligned with our business operating priorities.

Throughout my time at Xero (and my career), I have made it a priority to stay abreast of industry trends and insights. This ensures that our work resonates with our audience and helps to drive positive results across key sentiment metrics. While leading the team at Xero we saw improvements in key areas such as 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