We’re thrilled to share that Jacqueline Hasler has joined XY Sense as our new Chief Operating Officer. This is a newly created role designed to support our expansion as we scale globally—and Jacqueline is exactly the right person to help us get there.
In her new role, Jacqueline will lead global operations, finance, and strategic initiatives as we continue building on our momentum across APAC, EMEA, and North America. As we serve more enterprise customers and expand into new markets, having someone with Jacqueline’s experience at the helm of operations will be crucial to maintaining the high standards our clients expect.
The Right Leader at the Perfect Time
Jacqueline brings tremendous expertise and a remarkable track record in building and scaling global businesses. As Chief Operating and Commercial Officer at TRIBE, she guided international expansion and helped navigate the complexities of taking a brand across borders. At Nura, she served as CFO during the company’s transformation into an internationally recognized consumer electronics brand, managing the financial rigor required to compete on a global stage.
Earlier in her career, she held senior finance and commercial roles at ASX-listed REA Group, supporting international strategy and board-level financial planning. She started out at PwC, advising leading technology and biotech clients across diverse challenges.
What makes this even better? Jacqueline has already been advising XY Sense at the board level, so she knows us well. She understands our culture, our product, and our ambitions. She combines startup agility with global expansion expertise and deep institutional finance experience—exactly what we need at this critical stage of growth.
Our Co-founder and CEO, Alex Birch, had this to say about the appointment:
Jacqueline’s proven track record scaling high-growth companies makes her the ideal person to help write our next chapter. With clients in 27 countries and growing, it was essential we appoint a COO who understood the complexities of scaling global operations as a proprietary hardware and software vendor. Jacqueline’s experience will be instrumental as we expand further, and will ensure we continue to deliver market-leading products alongside the service our enterprise clients demand.
Our Growth Story
From its Melbourne roots, XY Sense has grown into a trusted workplace intelligence partner to the world’s leading companies. Over the past year, we’ve expanded our deployment footprint by 34% and added eight new countries to our roster. We’re now the trusted workplace intelligence partner for Fortune 100 companies, top-five banks, and leading global pharmaceutical and consulting firms.
This growth reflects rising enterprise demand for accurate, real-time, and privacy-first workplace data—especially as companies navigate return-to-office strategies and look to cut real estate costs while building workplaces that actually bring people back. The challenges facing corporate real estate teams today are complex: they need to justify every square foot, understand how spaces are actually being used, and create environments that employees want to return to. Our platform helps them do exactly that.
The timing of Jacqueline’s appointment couldn’t be better. As workplace strategies continue to evolve and companies invest more strategically in their physical spaces, we’re positioned to help organizations make smarter, data-driven decisions about their real estate.
Jacqueline shared her excitement about joining the team:
I’m thrilled to join a company that has achieved such remarkable global traction. From its Melbourne roots, XY Sense has become the trusted workplace intelligence partner for the world’s most innovative organizations. I’m excited to help scale operations worldwide while ensuring we maintain both the product innovation and client-first approach that sets us apart.
Jacqueline will be based at our Melbourne headquarters, and we couldn’t be more excited to have her on board as we write this next chapter together.
Welcome to the team, Jacqueline!
