Fittingly, this interview was conducted on Zoom. Because how else do you talk about one of the most defining brands of recent times?
For a few surreal years, Zoom was more than a platform and almost a lifeline. It hosted weddings, classrooms, therapy sessions, and Friday happy hours. Back in the Covid days, it was both a noun and a verb firmly embedded in our collective vocabulary of lockdown life. But as offices reopened and human contact returned, the company that once defined remote connection suddenly faced a new challenge: how do you stay essential when the world no longer needs to Zoom?
Three years on, the tech platform is rewriting its story. No longer content to be seen as a video meetings app, Zoom is positioning itself as a full-scale collaboration and customer experience ecosystem—anchored by AI. Its ambitions now stretch across contact centres, hybrid workplace tools, webinars, and productivity workflows, with AI Companion 3.0 at the centre of this transformation.
And while the pandemic surge has faded, the business hasn’t. In its latest earnings, Zoom reported steady enterprise growth, with Asia-Pacific revenue up 4% year-on-year and its global contact centre business with over $100k ARR, has expanded 94%. Still, competition is fierce—Microsoft Teams, Google Meet and Webex all vie for the same virtual seat at the hybrid work table.
That’s where the marketing challenge begins.
Enter Kim Storin, Zoom’s global chief marketing officer, who took the helm in April 2025. A veteran of Dell, IBM, Zayo Group, Storin is tasked with refreshing one of the most recognisable brands of the decade—one now striving to stand for productivity, intelligence, and connection in the AI era.
In this exclusive conversation with Campaign Asia-Pacific, Storin discusses the evolving identity of the company, its AI-led growth strategy, and how she plans to make audiences fall in love with the brand again—this time, for reasons far beyond the pandemic.
1) Zoom has been synonymous with the pandemic era, but now in the return-to-office and the face-to-face world, how are you reframing that identity?
Kim Storin: I’ve been here about six months, and it’s an interesting time for Zoom. In many ways, I'll say it's a double-edged sword.
The brand is well known—everyone knows Zoom from Covid and who we are—but few realise the breadth and depth of our portfolio. People don't know we offer customer support platforms, webinars, event platforms, employee experience tools, and sales platforms. My challenge as CMO is to share that Zoom is more than just meetings—we're embedding AI into workflows to help people connect and progress. That's my biggest opportunity: driving home that we're so much more, sharing those stories, and embracing customer voices to spread the message across markets.
2) You’ve spoken about repositioning Zoom beyond meetings. What’s the new story you want customers and the world to associate with the brand?
Storin: Our goal is to connect people to progress. We centre our marketing around the customer, whether they’re solopreneurs, SMBs, or Fortune 10 clients. We’re emphasising relevance across employee experience, customer support, webinars, and events. Our marketing will focus on customer stories rather than just procurement or IT messaging, showcasing Zoom as a holistic, AI-first productivity platform. You’ll see this reflected in upcoming campaigns, brand work, and a refreshed, customer-centric website.
3) Zoom just opened its new Singapore HQ. What’s the thinking behind this investment, and how does APAC fit into your global growth plans?
Storin: Yes, we just opened our Singapore office and have a strong investment across not just Singapore but also India, Australia, and Japan. We don’t break down user numbers or segments by region, but what I can share is that APAC is an important market for Zoom. Based on our latest earnings results, APAC revenue grew by 4% year-on-year. When it comes to customer segmentation, our portfolio is quite balanced across enterprises and SMBs.
Enterprises are adopting Zoom Workplace and our AI-first customer experience (CX) offerings to drive productivity and meet compliance needs. Globally, our Zoom Contact Centre (ZCC) customers grew 94% year-over-year, and enterprise customers contributing more than $100,000 in revenue now account for 32% of our total revenue.
In APAC, we are anticipating strong traction for our contact centre offerings in business process outsourcing markets like India, where ZCC with Bring Your Own Carrier (BYOC) capabilities is generally available. We also completed the rollout of Zoom Phone in India this year to six major metro telecom circles in the market and plan to extend to other telecom circles to address the growing demand for cloud telephony. We are also seeing opportunities in Australia where modern contact centres are sought after by newer industries and companies that have innovation in their DNA when it comes to delivering CX.
At the same time, SMBs and solopreneurs form a critical part of the APAC business landscape, particularly in Southeast Asia, which is home to some of the most entrepreneurial markets in the world. With leaner teams and fewer resources, they are mobile-first and eager adopters of digital technology that can help them scale efficiently. Because of this, we see strong use-cases for our agentic AI features like Zoom AI Companion as they seek to increase productivity and remove friction from collaboration.
4) How does your marketing in APAC differ from other regions like the US, and what does that mean for your strategy here?
Zoom isn’t as ubiquitous in APAC as in the U.S., so more education and awareness of our full portfolio is needed here. Hyper-localised strategies, particularly around customer support solutions and tailored messaging in local languages, cultures, and business environments, are required. [Given the fragmentation of APAC], marketing in the region requires different tactics than in more mature markets.
5) Every company is suddenly AI-first (at least according to the press releases). How is Zoom really baking AI into the product rather than sprinkling it on the top?
We launched AI Companion 3.0 recently, introducing new features and a web interface for more seamless engagement. Our philosophy is from meetings to milestones and helps users save time before, during, and after meetings. So, scheduling, note-taking, summarisation, and follow-ups are all integrated across our portfolio, not bolted on, and it ensures AI enhances productivity and workflow efficiency.
6) It's a tight economy where every dollar counts. Has your marketing spend increased or decreased for this year?
Oh, it has absolutely increased. So we are already investing in bringing a brand campaign to market in the next few months. I won't preview that because we haven't launched it yet, but you'll see a whole new look and feel to Zoom in terms of how we're talking about our product and our company. We gave a little bit of a teaser of that at Zoomtopia. We will be bringing customers to the forefront, talk about the outcomes they experienced with our products. That's the work we're doing to elevate the brand in this campaign and the drumbeat going into next year.
7) Describe your leadership philosophy in three words and the culture you want to build on your team.
My three words would be: agile, curious, and calculated risk-taking.
I see myself as a transformation architect, leading with a growth mindset and preparing my team for the evolving marketing landscape.
8) What's one brand that you really admire right now and why?
I love what Duolingo is doing. I think it's so creative with their social strategy and really being able to capture the cultural moment. And I've been really impressed with them. I also think what GoDaddy did last year, as well as their Super Bowl ad with Walton Goggins, was extremely creative and obviously won a Cannes award as well. But I think you know those are two brands that I look at and I can see—it's not just about the strategy, which is really important, but it's also about capturing those cultural moments and being agile in their marketing. That I think is really inspiring to marketers everywhere.
9) Give me a Zoom productivity hack that you use that many people might not be aware of?
Pre- and post-meeting work is critical, and I use AI Companion a lot. In long meetings, you often have to step out, take a mini break, and that's when features like “catch me up” are handy.
I also use Whiteboard and Scheduler to streamline workflows and save time while keeping creativity central.
