Penny Elmslie headshot

Penny Elmslie

Global Director of Brand and Community, Xero

Penny Elmslie is the Global Director for Brand at Xero, the global small business platform, where she oversees strategy, campaigns, events, engagement activations and brand experience. Penny has more than 20 years’ experience in software marketing and professional services. Since joining the business in 2013, Penny has built a strong team of innovators who are truly changing the game for the industry. Over this time, Xero has grown to be a leader in cloud technology with more than two million subscribers connected to the platform globally. Her ability to integrate creative initiatives with business strategy has been crucial to Xero’s marketing success. Passionate about customer experience, Penny is excited by engagement that can scale at a rapid rate.

11:00am | Creating Conversations

Coachella for Accountants – A Behind the Scenes look at Xerocon

The power of events is to be able to influence and change behaviour. Penny will discuss the event design process that will help you achieve these outcomes.


Key Learnings:

  • How build a ‘cult-like’ following
  • The benefits of mixing emotional engagement with business at corporate events.
  • The commercial benefits of turning a textbook event on its head.
  • Attracting a global audience.

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