Contentful expands ANZ operations with new local arm
Tue, 17th Mar 2026
Contentful has launched an Australian subsidiary and expanded local operations, stepping up its push into Australia and New Zealand as enterprise demand for digital experience tools rises.
The new structure formalises its presence in Australia and provides a base for a growing ANZ team. Contentful plans further hiring across sales, customer success, and technical roles.
Regional leadership
Contentful has appointed Sam Hoare as Area Vice President, ANZ. He will lead regional strategy, customer engagement, and growth initiatives.
Hoare brings more than 13 years of enterprise software experience and has held senior leadership roles at Salesforce and Intercom.
"This milestone reflects our strong commitment to the Australian and New Zealand market," Hoare said.
"Organisations across the region are rethinking how they deliver digital experiences. They need flexible, enterprise-grade solutions that empower both technical and non-technical teams to move faster, innovate confidently, and drive measurable business outcomes. Contentful is uniquely positioned to support that transformation," he said.
Customer base
Contentful says it works with more than 100 customers in Australia and New Zealand across sectors including retail, travel, insurance, and healthcare. Globally, it reports more than 4,800 customers.
The ANZ expansion comes as large organisations reassess the systems they use to manage and publish content across websites, mobile apps, and other digital channels. Many have moved away from tightly coupled website platforms in favour of tools that separate content from presentation, allowing teams to reuse content across touchpoints and update digital properties more frequently.
Contentful positions its product as a digital experience platform, promoting a composable approach to content management in which organisations assemble a stack of services around a central content layer. It also highlights native AI features and experimentation tools as part of its offering.
Local references
Two Australian customers pointed to the value of closer local engagement as Contentful grows its footprint.
"Retailers today need to move quickly across eCommerce, mobile, and emerging digital channels. Having a local Contentful team strengthens our ability to collaborate closely as we continue evolving our digital experience for customers," said Paul Värk, Senior Manager, CX & Design, Chemist Warehouse.
"Contentful has given us the ability to maximise the potential of our content and provide contextually relevant experiences to our customers. Beyond the technology, results like this also rely heavily on the teams and the support they provide. We're thrilled they are expanding their footprint here in Australia," said Morgan Plumley, Platform Lead, Engagement Platform, MYOB.
Hiring focus
The Australian office will serve as a hub for the ANZ team as it continues to recruit locally, with growth expected across sales, customer success, and technical roles in response to enterprise demand in the region.
A local entity can also simplify contracting and procurement for large customers, which often prefer vendors with an in-country presence. It may also improve access to local account management and services for organisations running mission-critical digital properties.
Contentful says its broader strategy is to move customers away from "legacy, monolithic systems" and towards more flexible digital experience platforms. It has also linked that shift to the "AI-driven era", as enterprises seek to personalise experiences and manage content at scale across regions and channels.
"Organisations across the region are rethinking how they deliver digital experiences. They need flexible, enterprise-grade solutions that empower both technical and non-technical teams to move faster, innovate confidently, and drive measurable business outcomes. Contentful is uniquely positioned to support that transformation," Hoare said.
Hoare will oversee continued development of Contentful's local presence and partnerships as the company builds out operations across Australia and New Zealand.