Xero

I created and designed the Xero bank reconciliation—a game changing approach to accounting, which revolutionized the accounting industry. I was also instrumental in designing the multi-tenanted architecture, enabling accountants to support all their clients from one place—again, revolutionizing the accounting industry. I pioneered a rapid prototyping process, that radically streamlined the design and development cycle—a process that revolutionized the design industry. I was a key member of the Product Leadership team, defining the product strategy and product roadmap. I grew and managed a global team of top Product Designers and Researchers.

I was instrumental in creating the Xero brand and identity. I created the company tagline Beautiful Accounting Software and the advertising tagline Do Beautiful Business. I was instrumental in pioneering our video strategy, our social media strategy and our content marketing strategy. I created the Xero Brand Playbook, which defined the Xero brand and marketing strategy. I was a key member of the Marketing Leadership team, defining the go-to-market strategy. I built and managed a global team of top Marketing Designers, Engineers, Writers and Video Designers.

I was responsible for hiring many dozens of people around the world–across design, engineering and marketing. I was instrumental in our recruitment strategy, creating and writing our company values, and famous for my new employee induction talks.