Professional Role and Current Employment
Wendy Johnstone serves as the Executive Vice President (EVP) APAC at Sinch, a position she assumed in February 2024. Sinch is a global leader in cloud communication platforms, specializing in delivering programmable messaging and voice services. As EVP APAC, Wendy holds a critical regional leadership role tasked with driving growth, operational excellence, and strategic partnerships across the Asia-Pacific markets. Notably, under her tenure, Sinch launched a regional partnership with Aircall in the first quarter of 2024, signaling her role’s alignment with expansion and ecosystem development.
Industry Experience and Career Background
Wendy Johnstone is a senior technology and SaaS executive with over 25 years of experience in technology, software-as-a-service (SaaS), and cloud industries across both EMEA and Asia-Pacific regions. Her background spans high-impact leadership roles in major technology companies, signifying deep sector expertise and operational insight, particularly in scaling businesses and ensuring regional-global alignment.
Prior to joining Sinch, Wendy held multiple senior leadership roles including:
- Senior Vice President and Chief Operating Officer (COO) for APAC & Japan at Zendesk, where she oversaw operational excellence and regional strategy execution.
- General Manager APAC at Microsoft, with direct experience managing market leadership and business operations in Asia Pacific.
- Vice President of Marketing APAC at Salesforce, where she developed and executed go-to-market strategies.
These roles collectively illustrate Wendy’s capability in managing diverse functions such as marketing, operations, and business growth within leading technology ecosystems. Her experience covers SaaS platforms, cloud communications, and enterprise software, positioning her as a versatile executive adept at navigating complex markets and driving revenue growth.
Education and Professional Development
Wendy graduated with an Honors degree in Business from Glasgow Caledonian University and holds a post-graduate diploma in Marketing from Manchester Business School. She is also a member of the Australian Institute of Company Directors, indicating formal governance and executive education credentials that complement her leadership capabilities.
Leadership Style and Advocacy
Wendy Johnstone is recognized for her transformational leadership, expertise in revenue growth, operational scaling, and building high-performance teams. She is passionate about diversity and inclusion, actively advocating for women in leadership and technology within the APAC region. During her time at Salesforce and Microsoft, she was an executive sponsor for APAC gender diversity initiatives and continues to promote such efforts in her leadership roles.
Her approach emphasizes sustainable talent retention with a focus on closing gender gaps and fostering inclusive workplace cultures, which adds a strategic human capital dimension to her operational responsibilities.
Notable Achievements and Contributions
- Successfully managed and scaled regional operations and go-to-market strategies at Zendesk, Microsoft, and Salesforce, contributing to their growth and regional market penetration.
- Led the launch of key partnerships at Sinch shortly after joining, reflecting strong capabilities in strategic alliance formation and ecosystem expansion.
- Recognized within the industry as a risk-taker and a leader who challenges the status quo to drive change and innovation.
Shareholding and Company Engagement
Wendy holds an equity interest in Sinch, including private holdings and shareholdings via companies, demonstrating alignment with shareholder interests. Although specific share quantities are not publicly disclosed, this stake indicates vested interest in company performance.
Recent Public and Corporate Communications
- Featured in Sinch's Interim Report January–March 2024, underscoring her leadership impact during early 2024 with Sinch’s strategic growth activities in the region.
- Profiled on Sinch’s Global Leadership Team page, reinforcing her role as a key executive in the company’s governance and operational hierarchy.
This profile reflects a high-caliber executive with significant cross-continental leadership experience in SaaS and technology sectors, a strong record of operational excellence, and a strategic emphasis on growth, partnership development, and diversity advocacy.
