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

Building a global marketing organization from an APAC headquarters requires balancing global consistency with local authenticity while prioritizing core capabilities over geographic location. Airwallex scales by maintaining a flat, matrix-based structure that elevates product marketing as a foundational pillar, a function often under-invested in by competitors. Trust serves as the primary currency in financial services, cultivated through a framework of reliability, credibility, and intimacy—exemplified by the company’s strategic partnership with McLaren F1. While AI tools like Writer and Jasper drive operational efficiency, the ultimate competitive advantage lies in non-technical elements like storytelling and brand positioning. Success depends on adhering to first principles, such as deep user insight and segmentation, to navigate the complexities of global trade and ensure the marketing function operates as a strategic revenue driver rather than a cost center.