What does it take to turn events into powerful engines of brand growth and community connection?

In this episode, Ash Gibson, Head of Events Xero UK shares how she and her team design events that go far beyond logistics - creating experiences that educate, inspire, and build long-term engagement with small businesses, accountants, and bookkeepers.

Feet up, tune in and learn:

• How Xero uses events to drive both brand and business growth
• The secret to balancing large-scale impact with personal connection
• Why content and community are key to year-round engagement
• How to measure ROI when the value goes beyond numbers

Whether you're in events or marketing, this episode is loaded with insights you can apply right away.