Marketing & Communications Leader
Xavier
Poynton
MBA-qualified commercial marketing leader with over a decade of experience driving growth across ANZ and APAC markets. Expert in stakeholder engagement, brand strategy and go-to-market execution.
10+
Years in Marketing Leadership
ANZ & APAC
Market Experience
MBA
RMIT University
CPM
Australian Marketing Institute
Meta
Digital Marketing Associate
About Xavier
Commercial thinking.
Strategic execution.
Xavier Poynton is a commercially-driven marketing and communications professional with an MBA from RMIT University and over a decade of hands-on experience across ANZ and APAC markets. He has built his career at the intersection of brand strategy, stakeholder engagement and go-to-market execution.
Most recently serving as National Marketing Manager (Internal Communications & Media) at Velcro Australia, Xavier led integrated marketing programmes that delivered double-digit category growth across consumer, industrial and OEM channels. His approach combines data-driven insight with clear commercial thinking to build campaigns that move markets.
Xavier is a Certified Practising Marketer (Australian Marketing Institute) and a Meta Digital Marketing Associate. He is based in Melbourne and open to senior leadership roles and strategic advisory engagements across Australia.
Core Competencies
Career History
A decade of commercial
marketing leadership.
Velcro Australia Pty Ltd
Pakenham, VIC
National Marketing Manager
Internal Communications & Media — APAC
- Delivered double-digit category growth across consumer, industrial and OEM channels in AU/NZ by pairing on-the-ground market intelligence with clear product and channel strategies.
- Managed the full product journey from pricing and packaging through to compliance and performance, ensuring cross-functional alignment via executive briefings and integrated media strategies.
- Built go-to-market plans, trade promotions and ministerial-coordination-style stakeholder engagements that enhanced retailer performance and B2B adoption.
- Partnered with engineering and global stakeholders on standards-aligned solutions, delivering parliamentary-obligations-level accuracy in regulatory communications.
Kärcher Pty Ltd
Scoresby, VIC
Product Manager
Cleaning Ranges — ANZ
- Achieved revenue and market share targets for cleaning ranges across AU/NZ through disciplined go-to-market strategies with clear audience messaging and channel plans.
- Managed full product lifecycle from research through to end-of-life, incorporating executive briefings and client-focused communications.
- Owned performance dashboards, ROI reporting, competitor reviews and customer feedback mechanisms to provide leadership with data-driven visibility.
- Drove buyer uptake and sell-through by crafting product messaging across EDMs, digital, paid media, in-store collateral and tailored promotions.
Education & Credentials
Master of Business Administration
RMIT University
Bachelor of Business (Marketing)
Victoria University
Advanced Diploma in Business Advertising
RMIT University
Certified Practising Marketer
Australian Marketing Institute
Digital Marketing Associate
Meta
Salesperson of the Year
News Corporation
Core Capabilities
Where strategy meets
execution.
Commercial Strategy
Translating business objectives into clear, prioritised marketing and go-to-market plans that unlock revenue, expand margin pools and strengthen competitive position.
Communications & Media
Developing integrated communications strategies — from internal alignment to external media — that build brand authority and drive stakeholder confidence.
Stakeholder Engagement
Building and managing relationships with retail partners, government bodies, industry groups and internal leadership teams to align interests and deliver outcomes.
Brand & Marketing Leadership
Leading end-to-end brand strategy and integrated campaigns — digital and offline — with disciplined performance reviews and ROI-focused reporting.
Go-to-Market Execution
Designing and executing product launches, channel strategies and promotional programmes across ANZ and APAC markets with measurable commercial outcomes.
Strategic Advisory
Providing independent advisory support to organisations navigating brand repositioning, communications challenges, market entry or stakeholder complexity.
Selected Work
Projects & achievements
that delivered results.
Velcro Australia — National Category Growth
Led integrated marketing strategy across consumer, industrial and OEM channels, achieving double-digit category growth in AU/NZ. Developed go-to-market plans, pricing strategies and channel communications that strengthened brand presence at retail and in B2B markets.
Regulatory & Government Engagement
Managed ministerial-coordination-style stakeholder engagements and parliamentary-obligations-level regulatory communications for product compliance across ANZ. Partnered with engineering and global teams to deliver accurate, timely communications to government and industry bodies.
Kärcher ANZ — Product Portfolio Launch
Developed and executed go-to-market strategies for cleaning product ranges across AU/NZ, including audience messaging, channel plans and performance reporting. Managed full product lifecycle from research through to end-of-life with executive-level briefings.
Integrated Digital Campaign Management
Designed and executed integrated digital and offline campaigns including EDMs, paid media, social content and in-store collateral. Applied Meta digital marketing expertise to drive conversion, build brand awareness and improve campaign ROI across multiple channels.
Get in Touch
Open to senior roles
and advisory engagements.
Whether you are a recruiter, hiring manager or organisation seeking strategic marketing and communications expertise, I welcome the conversation.