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.

Jenny Choo

Jenny Choo

Head of Sales, Asia


Jenny leads Xero’s growth and expansion across Asia. Her team empowers accountants and SMEs with the tools, knowledge and processes to transform their business workflows through cloud accounting, so they can build better business relationships, and focus on successful business outcomes.

Jenny is passionate about helping businesses succeed through adopting technology. She sits on the leadership team for Xero Asia who is responsible for the strategy and execution of Asia’s growth plans.

Jenny brings over 15 years of experience from various roles across Australia and Asia. Prior to joining Xero, Jenny spent 6 years with Linkedin with a mandate to grow Linkedin’s sales presence across Asia. Jenny has vast experience in advising clients across multiple industries in M&A and management consulting roles with Merrill Lynch, PWC and AT Kearney.


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.

Andrew Yung

Partner Consultant, Asia


Andrew is a Partner Consultant at Xero. In his role, he helps accounting practices in Hong Kong push forward with innovation using the latest cloud technology, and trains them into becoming advisors of choice to SMEs in Asia. With his background in accounting and auditing, Andrew ensures that Xero partners are well-supported as they embrace cloud technology.

Andrew’s accounting career began in 2008 as an external auditor and joined HSBC in 2010. He delivered several process optimisation projects in the area of Equity Trading Operation and Fund Administration. Prior to Xero, Andrew led the Hong Kong Business Development team for CPA Australia. 

Andrew is a proactive Fellow member of HKICPA, a member of CPA Australia, and sits in the Young Achiever and Public Practice committees. He also has a passion for helping startups and is an advisor for the Pan-Asia Venture Development Platform (PAVD), where he assists innovative ventures in fundraising.