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. 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.

During my tenure, our efforts led to a notable increase in unaided awareness and brand equity among small business owners in both Australia and Asia. Our focus on brand fluency and salience contributed to a significant growth in market share. As a purpose-driven and strategically minded creative thinker, I believe in closely collaborating with Marketing teams to deliver impactful work that aligns seamlessly with our business operating priorities.

Throughout my time at Xero, I made it a priority to stay abreast of industry trends and insights, ensuring that our work resonated with our audience and drove key sentiment metrics. Our efforts resulted in substantial 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