Brand Jam

Episode 28

Jamming brand and education

"Connecting the aspirations of students to their ambitions, they can see themselves in stories that reflect on what they want to achieve as a person”

Scott jams with Xavier Amouroux, Executive Director, Marketing and Communication at Queensland University of Technology (QUT). Based in Brisbane, QUT is one of the best young universities in the world, with approximately 50,000 students and a focus on transforming the learning experience by embedding work-integrated learning in their courses. Xavier discusses his transition from working in France to working in Australia, inspiring young people while they make big life decisions and rebuilding brands from the inside out. They explore what higher education looks like in a COVID-19 world, QUT’s strong brand history and what it means to deliver on a brand promise. Delivered through Xavier’s gorgeous accent, this is a conversation your ears do not want to miss.


Xavier Amouroux bw


Episode 28

Xavier Amouroux joined the Queensland University of Technology (QUT), in Brisbane, in 2017 as Associate Director, Digital Marketing.

In 2019, Xavier became Executive Director, Marketing and Communication.

Xavier is responsible for leading an integrated department covering Domestic and International Student Recruitment, Media Relations and Internal Communications, Brand and Digital Marketing. Since end 2020, supporting the university’s strategic plan, he oversees the centralisation of brand, marketing, communications, and student recruitment across several teams of marketing and communications professionals.

In 2021, QUT launched a new brand campaign to expand on QUT’s ‘Real World’ brand positioning. The new campaign, titled ‘the real world starts here’, developed a new narrative (see video here) to explore the student learning experience at QUT and how the university can match future students’ aspirations and ambition.

Senior marketing leader, Xavier has 20 years’ experience developing successful marketing and communication strategies in Australia and Europe. He has experience in both private and public sectors across higher education, governmental organisations, and financial services. Previously, he was the Head of Brand, Corporate and Sponsorship Communications for Credit Agricole Group. Based in Paris, he worked across several European countries with the supervision of a portfolio of major banking brands from the group (Crédit Agricole S.A., Credit Agricole Italia, Credit Agricole Corporate and Investment Bank, BforBank, LCL bank and insurance, Amundi). In 2009, Xavier developed the branding and launch of a new fully online bank, BforBank, designed as the first premium online bank in France. He was then responsible for customer acquisition marketing. He contributed to the successful launch of the iconic campaign for the bank (see here – in French), 2010 France Effie Award Winner.

Formerly, he worked with the French Department of Foreign Affairs as Commercial Attaché for the French Embassy in Denmark (Copenhagen).

Holding dual citizenship, Australian and French, Xavier graduated with an Executive Master’s degree in Marketing Management from ESSEC Business School in Paris and a BA in Communications and Political Science from the University of Warwick (UK) and the University of Bordeaux (France).