Product & Platform
![Xero mobile app bank rec](https://cdn.prod.website-files.com/5b5a72e84f0597352265ce33/5b7f5655e8257422fa864ff6_bank-rec-thumb.png)
Designing a game changer
![Xero mobile app bank rec](https://cdn.prod.website-files.com/5b5a72e84f0597352265ce33/5b7f9a728d15905a9de2bef8_sales-dashboard.png)
Design as competitive advantage
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.
Brand & Marketing
![Xero mobile app bank rec](https://cdn.prod.website-files.com/5b5a72e84f0597352265ce33/5b7f598adcf8e47c9870e3f9_treehouse.png)
Making accounting magical
![Xero mobile app bank rec](https://cdn.prod.website-files.com/5b5a72e84f0597352265ce33/5b7f92c806c07e74fe1b5b24_unicorn.png)
Creating a movement
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.
Team & Culture
![Xero mobile app bank rec](https://cdn.prod.website-files.com/5b5a72e84f0597352265ce33/5b7fbe868e9ed8da149516eb_human-poster.png)
Having fun, making a difference
![Xero mobile app bank rec](https://cdn.prod.website-files.com/5b5a72e84f0597352265ce33/5b7f910f329f787b9ff08789_values-cards.png)
Career defining opportunities
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.