E256 Diandra Binney: Advantages for Challenger Brands

Diandra Binney is Director of Communications, North America at Xero, a global small business platform that helps owners supercharge their businesses with smart automation, strategic insights and expert support. With nearly 15 years of experience in B2B technology communications, Diandra specializes in building powerful brand narratives that drive market leadership and business results. At Xero, she leads the North American strategy for media relations, executive visibility and corporate reputation across the region. Before joining Xero, held senior roles at several high-growth agencies, where she played a pivotal role in helping clients navigate periods of rapid scaling, funding rounds and new market entry.