Practice Strategy Day Speakers

Shermin Oh

Partner Marketing Lead, Asia


Shermin leads partner marketing for Xero in Asia. She helps Xero grow in Asia through winning in the accounting and bookkeeping channel.

Shermin’s expertise in digital marketing stems from having led marketing for various growth-stage technology companies, helping them gain traction and establish foothold in Asia Pacific. Shermin is passionate about helping businesses grow with new marketing strategies and tactics, and is the Asia Pacific ambassador for social media management platform Hootsuite. Shermin holds a Bachelor of Arts in Marketing, and also comes from a background of professional services specialising in Human Resource Management.

Kevin Fitzgerald

Regional Director, Asia


Originally from Ireland, Kevin moved to Australia in 2011 and led Financial Services recruitment business for Robert Walters in Melbourne. Previously Kevin has worked with KPMG, Royal Bank of Canada and State Street Bank in Audit, Financial Reporting and Hedge Funds. His career in Xero began in 2015 where he led the Australian sales team as Territory Manager. Kevin has experience working with SME’s from many perspectives, he understands deeply their challenges and works tirelessly with his team at Xero and Xero Partners to help SME’s grow.

Kevin moved to Singapore last year and loves spending time with SME’s hearing about their challenges and discussing how Xero can help them.

Kevin is a fellow member of the ACCA, the largest Professional Accounting Body globally.

Samantha Khoo

Partner Consulting Manager, Asia


Samantha leads a team of Partner Consultants at Xero Asia. Samantha and her team are strategic advisors to accounting and bookkeeping practices, with the goal of helping them embrace and adopt new technology to run successful businesses.

Samantha brings with her years of experience from Xero in Auckland, where she helps accounting and bookkeeping practices make the move to the cloud and serve as technology advisors to help their clients transit. Prior to Xero, Samantha spent more than 3 years at PwC Auckland in their Private Client Services and Corporate Tax team, specialising in preparing financial statements, tax returns and other compliance services and advising businesses on the matters of corporate tax structuring.

Samantha graduated from the University of Auckland with a Bachelor of Commerce (Accounting and Commercial Law) and a Bachelor of Arts (Linguistics and English Language Teaching). She is also a qualified Chartered Accountant.

Esther Li

Partner Consultant, Asia


In her role as Partner Consultant, Esther supports Xero partner accounting and bookkeeping practices across Asia as they transit and adopt cloud technology. Esther’s deep knowledge of Xero products, coupled with her background in accounting and auditing, enables her to deliver in-depth training and education to Xero partners through classroom workshops as well as one-on-one consulting.

Esther has over 15 years’ experience in the fields of accounting and audit in major Asian hubs Singapore, Hong Kong and Australia. Esther began her career in Deloitte and Price Waterhouse in Hong Kong and Singapore, before working with Commonwealth Bank of Australia and UBS Warburg Australia. Finally, her role as Business and Tax Accountant with Rhodes Docherty & Co, a chartered accounting firm in Sydney, Australia, sparked her passion for Xero.

Esther has a Bachelor’s Degree in Accounting, Economics and Information Technology from the Australian National University.

Kelvin Wee

Partner Consultant, Asia


In his role as Partner Consultant, Kelvin helps accounting practices and their clients run successful businesses that embrace and adopt new technology. He does this by consulting and providing training for businesses in Singapore, Malaysia, Philippines and rest of Asia in the change management process.

Prior to joining Xero, Kelvin spent over 2 years in KPMG advising investment holding companies in the areas of financing and asset distribution. He was also involved in the audit process for companies listed in the United States and Singapore where he assessed business operations and put in place controls for enhanced reporting.

Kelvin graduated with a Bachelor of Accountancy from Nanyang Technological University and is a member of the Institute of Singapore Chartered Accountants.

Sarah Foo

Partner Consultant, Hong Kong


Sarah is passionate about helping accountants and bookkeepers embrace new technology and prepare their practices for the future.

Originally from New Zealand, Ms Foo moved to Asia in 2011 starting with KPMG in China where she was deeply involved in the recent indirect tax reforms for multinational clients operating in China. Sarah has over 13 years’ accounting and tax experience gained across Asia Pacific, in New Zealand, Shanghai, Singapore and Hong Kong, and is a committee member of Chartered Accountants Australia and New Zealand Hong Kong branch. Prior to KPMG, Ms Foo worked for Staples Rodway in New Zealand, an independent member of Baker Tilly International.

Sarah holds a Masters Degree in Taxation Studies from the University of Auckland, and double bachelors’ degrees in Law and Commerce and Administration (majoring in accounting) from Victoria University of Wellington. She has been admitted as a Barrister and Solicitor of the High Court of New Zealand.