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

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

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