Penny Elmslie headshot

Penny Elmslie

Brand and Engagement Director - Global, 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

Known as the world’s most beautiful and innovative conference for cloud accounting leaders in Australia, NZ and Asia, Xerocon attracts over 3500 attendees and pushes the boundaries with colourful activations and interactive areas while delivering great opportunities to connect and learn. Also known as ‘Coachella for accountants”, over the years the event has featured a custom-built 24-metre pink pool filled with over 250,000 balls, a basketball court, putt-putt golf, skate park, nail salon and candy store. What’s more, it’s just one in a series of Xerocons delivered around the world each year. In this session, Penny Elmslie, Xero’s Director of Brand & Engagement, will take you through the strategic thinking behind such an inspirational event, the challenges involved in its delivery, and the commercial benefits of having such an iconic event connected with the Xero brand.


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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