Media releasePublished on 05 August 2022

New Xero APAC leadership structure to position for further growth and strengthen customer focus

Managing Director for APAC and Country Managers for New Zealand, Australia announced

Wellington5 August, 2022Xero, the global small business platform, today announced it is moving to an Asia Pacific (APAC) regional leadership structure to bring together the talent and capabilities to support further growth and continue to strengthen Xero’s value to partners and customers across the region.

The new structure combines Xero’s go-to-market leadership across Australia, New Zealand and Asia into an Asia Pacific Region, with Country Managers joining an APAC leadership team led by a newly appointed Managing Director, APAC.

Joseph Lyons, Xero’s current Managing Director for Australia and Asia, will extend his Managing Director role to now lead APAC. The appointment means Lyons’ remit will now include oversight of New Zealand from October 2022. The New Zealand, Australia and Asia go-to-market teams will continue to serve the needs of Xero’s customers and partners in-market, with the new structure providing increased efficiency through better aligned access to resources, capability and support from across the APAC region.

Rachael Powell, Xero’s Chief Customer Officer said: “These changes will allow us to better align and share leadership talent and resources across APAC, to ensure we continue to improve Xero’s engagement with our small business customers and accounting and bookkeeping communities.

“Joseph has excelled in his time as Managing Director Australia and Asia, and I know he will take on expanded responsibilities in the APAC role with determination and passion, ensuring that we are engaging Xero’s customers and partners.”

Under the new model, the APAC leadership team includes:

  • Joseph Lyons - promoted to Managing Director, APAC
  • Will Buckley - promoted to Country Manager, Australia
  • Bridget Snelling - promoted to Country Manager, New Zealand
  • Koren Wines - continuing as Regional Director - Asia

After more than eight years at Xero, including five and a half years as Managing Director, New Zealand and the Pacific Islands, Craig Hudson has made the decision to leave Xero in October after a transition period to the new Country Manager.

“Craig has had a brilliant tenure at Xero and he is a much loved leader and influencer both inside and outside Xero. He has been a vocal champion for mental health, diversity and inclusion, and policies that directly impacted the productivity and success of small businesses in New Zealand. His advocacy to date leaves a significant legacy in New Zealand’s small business economy that will be felt for years to come. I know he’s very much looking forward to a well deserved break with family before he embarks on his next challenge,” said Powell.

The changes announced today also see current New Zealand Marketing Director, Bridget Snelling, promoted into the role of Country Manager, New Zealand. A small business founder herself, Snelling joined as Xero’s New Zealand Marketing Director in January 2021. Along with her first-hand experience of what it means to establish and manage a business, Snelling brings a combination of strong commercial acumen and people leadership skills to the role.

Will Buckley, Country Manager, Australia, brings a wealth of experience and a track record of leadership at Xero, including in his prior role as Country Manager, Canada, supporting the establishment of the business in the Americas. Buckley has a deep understanding of Xero’s business, product set and market opportunities which places him perfectly to drive Xero’s continued momentum in Australia.

Koren Wines, who was announced in early July as Asia Regional Director will also continue leading Xero in the Asia Region.

The new structure will be fully implemented by early October 2022.


Media Contact

Simon Fitzgerald | Xero Communications |

For all media enquiries, please contact the Xero media team.

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