Rebroadcast: Building Global Marketing from APAC: Lessons from Airwallex with Jon Stona

Running a global marketing function from APAC sounds like a logistical headache. For Jon Stona, VP of Global Marketing at Airwallex, it's a deliberate competitive advantage. In this episode, Jon unpacks how one of the world's fastest-growing fintechs has architected a marketing org that's globally consistent yet locally authentic - spanning Singapore, San Francisco, London, and regional hubs across Asia, Europe, and Australia. From making the case for product marketing before performance spend, to using an F1 sponsorship to systematically close a trust gap against legacy financial institutions, Jon brings rare clarity to the strategic decisions that most B2B marketing leaders only talk about in theory. If you want to think bigger about brand, team design, and what marketing can actually own in a scaling business, this episode is worth your time. Guest Introduction Jon Stona is VP of Global Marketing at Airwallex, the Australian-founded global payments and financial platform supporting over 150,000 businesses worldwide. Before joining Airwallex, Jon held senior marketing roles at Stripe, Google, and Nike - giving him deep experience scaling marketing across global technology platforms and challenger brands at every stage of growth. Key Topics Why Airwallex built its global marketing org out of APAC, and why the APAC talent pool - wired for fragmentation and global trade from day one - is a genuine strategic asset How the team is structured across Singapore, San Francisco, London, and regional markets, and why a flat, matrix model is essential when you're this geographically dispersed The case for investing in product marketing before growth marketing - and why getting your positioning, segmentation, and value prop right is the "root" everything else depends on The four truths Jon applies to any market expansion: brand truth, product truth, market truth, and user truth - and how product marketing is the function that calibrates where the variation sits How Airwallex uses its McLaren F1 partnership to build trust at scale, structured around the reliability-credibility-intimacy-low self-orientation framework - and how they actually measure the pipeline and employee sentiment impact Where AI is genuinely delivering efficiency gains in marketing (Writer, Jasper, Profound) and the paradox this creates: as AI levels the playing field on distribution, the non-technical facets of marketing - storytelling, positioning, insight - matter more than ever Jon's advice for B2B marketers who want to take bolder moves: return to first principles, and remember you're marketing to humans who happen to make business decisions Resources & Links Books Nudge by Richard Thaler and Cass Sunstein Predictably Irrational by Dan Ariely AI Tools Writer - AI content platform for brand voice consistency and marketing workflow efficiency Jasper - AI platform for end-to-end marketing content creation Profound - Tool for tracking how your brand appears across LLM platforms Blogs & Publications HubSpot Blog People Mentioned Reko Rennie - Internationally acclaimed Kamilaroi artist who collaborated with Airwallex and McLaren on the 'Shifted Perspectives' campaign at the 2025 Australian Grand Prix Dan Ariely - Behavioural economist and author Companies & Platforms Airwallex McLaren Racing Contact & Credits Host: Shahin Hoda Guest : Jon Stona Produced by : Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by : Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth

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Rebroadcast: Building Global Marketing from APAC: Lessons from Airwallex with Jon Stona is an episode from Growth Colony: Australia's B2B Growth Podcast by xGrowth.

This episode is 00:31:49 long.

This episode was published on Apr 9, 2026.

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