Meet the Judges of The Drum Awards: A Spotlight on Jon Stona
When it comes to recognizing excellence in marketing, The Drum Awards set the bar high. Our Judge of the Day series delves into the minds of industry leaders who shape the future of brand-building and creative strategy. Today, we shine a light on Jon Stona, the Vice President of Global Marketing at Airwallex, and a pivotal judge for the Drum Awards APAC.
Who is Jon Stona?
Jon Stona is not just a name in the marketing world; he’s a powerhouse with global insights honed from leadership positions at illustrious companies like Stripe and Google. At Airwallex, a fast-scaling fintech platform, Jon is actively driving brand visibility and growth. His holistic approach to marketing ensures that it’s not merely about raising awareness but also about creating substantial business impact. Beyond his professional accolades, Jon is a member of the XA Network and invests in early-stage startups across Southeast Asia. He holds an MBA from Stanford and a Bachelor’s degree from Harvard.
The Challenges of Modern Marketing Leadership
What is the most important challenge you face today as a market leader?
In the rapidly evolving landscape of digital marketing, Jon identifies a critical challenge: preparing his team for an industry undergoing constant transformation. Keyword optimization and SEO strategies that worked for the past decade no longer suffice. As Jon puts it, “The same playbook that’s been used for the past 15 years just won’t cut it anymore.”
Brand Consistency Across Markets
What is the biggest challenge of maintaining a consistent brand across multiple markets?
Jon asserts that while maintaining brand consistency is crucial, it is equally important not to stifle innovation. “As market leaders,” he explains, “we seek consistency but must also allow regional teams the freedom to innovate and push boundaries.”
The Evolution of the CMO Role
What excites you about the role of CMOs as it is evolving?
Jon emphasizes that we are at an exhilarating juncture for Chief Marketing Officers (CMOs). Businesses are starting to recognize marketing as a strategic driver rather than just a cost center. This shift allows CMOs to assume a more impactful role in shaping the business’s trajectory.
Demonstrating Value at the C-Suite Level
How can marketers better demonstrate their value at the C-suite level?
To gain traction at the C-suite, Jon underscores the need for marketers to speak the language of business. “It’s not about MQLs and SQL pipelines; it’s about driving brand growth, revenue, and predictable outcomes,” he states.
Building Trust in Financial Services
In your business sector, what do you feel is key to creating a brand that stands out?
In the highly competitive realm of financial services, trust is paramount. Jon stresses that while the concept of trust may seem abstract, genuine human connection is what really matters. “People are not just decision-makers; they are human beings with needs and emotions,” he notes.
The Impact of Emerging Trends
What emerging trends or technologies do you believe will have the most significant impact on marketing in the next five years?
While many are fixated on AI, Jon points out that traditional mediums like video content are surging in popularity. “With the rise of LLMs prioritizing video and the shift in content consumption patterns, this will reshape marketing significantly,” he foresees.
Media Channel Preferences
If you could spend your budget on any media channel, what would it be and why?
Jon’s choice is clear: YouTube. “Content created on YouTube lives on in perpetuity. It’s not just about clicks; it’s about building a robust, enriching brand presence over time,” he shares.
Anticipating AI-Driven Change in Marketing
How do you anticipate the growth of AI-driven marketing solutions will change what you do as a marketer in the future?
Jon acknowledges the paradoxical effects of AI; while it could level the playing field, it will also shift focus back to the fundamentals—storytelling, positioning, and insights-driven strategies will once again reign supreme.
Embracing the Future of Marketing
What should we be thinking about when it comes to the future of marketing?
Jon urges marketers to be bold and recognize their critical role in steering their businesses forward. "You have immense agency to drive your business forward," he asserts with conviction.
Join the Next Wave of Marketing Excellence
Are you ready to showcase your best ideas? The Drum Awards celebrate the boldest innovations and strategies that push the industry forward. Don’t miss your chance to be reviewed by experts like Jon Stona. Submit your work before the deadline on August 6, 2025.
By embracing the insights of industry professionals like Jon Stona, we can navigate the complexities of modern marketing and leverage new technologies to create unparalleled brand strategies.
For more engaging content about marketing trends and insights, consider subscribing to our newsletters for daily briefings, weekly marketing updates, and insider tips on getting published.
Daily Briefing
Weekly Marketing
The Drum Insider
With this approach, you’ll be well-equipped to not only adapt but also excel in the fluid world of content marketing.
