Building Global Marketing from APAC: Lessons from Airwallex's Jon Stona

Join us for an insightful conversation with Jon Stona, who leads marketing at Airwallex, one of the fastest-growing fintechs in the world. Operating across 130+ markets from their Singapore headquarters, Jon shares how they've built a modern marketing organisation that balances global consistency with local authenticity. From the critical importance of product marketing to bold brand moves like their McLaren F1 partnership, this episode explores what it takes to scale marketing in the fintech space while challenging traditional B2B playbooks. Key Topics Covered Global Marketing Architecture Why Airwallex chose to build their marketing function from APAC rather than traditional hubs like Silicon ValleyThe strategic advantage of hiring talent familiar with fragmentation and global tradeManaging distributed teams across multiple time zones and regions Product Marketing as Foundation Why product marketing is the most under-invested function in marketingJon's goal to grow product marketing to 10% of the marketing organisationThe four-dimensional coverage model: product suites, geography, industry verticals, and competitive intelligence Brand Building in Fintech The trust equation: reliability + credibility + intimacy - self-orientationHow the McLaren F1 partnership addresses all four trust componentsMeasuring brand impact through awareness surveys, pipeline metrics, and employee sentiment AI and Marketing Evolution Practical AI implementations using tools like Writer and ProfoundThe paradigm shift in SEO and content strategyWhy AI advancement might make first-principles marketing even more important Notable Quotes "You're not marketing to business decision makers. You're marketing to humans who happen to make business decisions." "If your core is strong, even as a human being, then the rest tends to get strength from that." "Data is important, but data should not override common sense." "Never lose sight of first principles... all good marketing starts with good insight." Key Takeaways Geography isn't destiny - Core marketing capabilities matter more than location when scaling globallyProduct marketing is critical - It's the foundation that makes all other marketing efforts effectiveTrust is multi-dimensional - Especially in fintech, building trust requires a strategic approach across multiple touchpointsHuman connection wins - Even in B2B, you're ultimately marketing to humans, not businessesBold moves differentiate - In a crowded market, calculated risks and creative approaches cut through the noise Rapid Fire Insights Must-read resource: "Nudge" - behavioural economics and decision-makingKey advice: Don't get trapped doing the same playbook everyone else usesWhat excites him most: The transformational potential of B2B marketing beyond marginal gains Guest Bio Jon Stona leads global marketing at Airwallex, a fintech unicorn that has grown from a Melbourne coffee shop startup to serving customers across 130+ markets. Based in Singapore, Jon oversees marketing strategy for one of the world's fastest-growing financial infrastructure platforms, with a focus on building product marketing capabilities and bold brand initiatives that challenge traditional B2B conventions. This episode is perfect for marketing leaders looking to scale globally, fintech professionals interested in brand building, and anyone curious about the future of B2B marketing in an AI-driven world.

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