XERO C-SUITE PROFILING
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Xero wished to elevate CEO Sukhinder Singh Cassidy as a leading voice in Australia's technology and small business sectors ahead of Xerocon.
As the company entered its next phase of growth, it needed a strategic thought leadership campaign to position its CEO as an authoritative commentator on the economy, tax reform, workforce development and the future of technology.
Off the back of their annual event, Xerocon, we needed to develop and execute a corporate communications and executive profiling strategy, combining media relations, earned media and thought leadership to secure national coverage and position Sukhinder's insights at the centre of conversations shaping Australia's technology industry.
Earn it
We developed a proactive media program around Xerocon, securing interviews with national and tier-one media to amplify Sukhinder's perspective on Australia's economic outlook, the start-up ecosystem and the future of tech talent.
Through targeted media engagement, we positioned her as a leading voice on issues including capital gains tax, global mobility, AI-driven productivity and the tech sector's contribution to the economy.
We also facilitated in-depth interviews that showcased Xero's growth strategy, global workforce approach and her views on the policy settings needed to drive innovation.
By providing journalists with timely, newsworthy commentary tied to national conversations, we helped Sukhinder cut through during a highly competitive news cycle.
Make it Stick
Delivered Xero’s strongest Xerocon media results to date, with significant growth in both volume and quality of coverage.
58 pieces of earned media coverage, across Sydney Morning Herald, Smart Company and ABC
40.8m+ total reach
5 top‑tier media interviews