Product Marketing Manager - Small Business Direct

Xero is a beautiful, easy-to-use platform that helps small businesses and their accounting and bookkeeping advisors grow and thrive.

At Xero, our purpose is to make life better for people in small business, their advisors, and communities around the world. This purpose sits at the centre of everything we do. We support our people to do the best work of their lives so that they can help small businesses succeed through better tools, information and connections. Because when they succeed they make a difference, and when millions of small businesses are making a difference, the world is a more beautiful place.

How you’ll make an impact

Product Marketing at Xero works closely with both Product and Go-to-market teams across the business to bring a holistic view of customer needs to Product, and translate product initiatives into customer value. We do this so that we deliver maximum product value to customers as efficiently and effectively as possible.

In this role, you will be the product marketing lead responsible for evolving two of Xero’s core bookkeeping capabilities, bank data ingestion and bank reconciliation, optimising for small business customers. Being able to securely and automatically import transaction data from their bank into Xero enables small businesses to easily reconcile their books and provides greater visibility of cash flow – two very important benefits for our customers. You will work closely with teams across Product (including Product Management and Product Design) to inform the product strategy by understanding the market, competitive landscape, and needs of priority customer segments. You will also partner closely with our global and regional GTM teams (including Marketing, Sales Enablement, Operations etc.) and be responsible for developing and executing the GTM strategy (including positioning, messaging etc.) to drive adoption and utilisation with new and existing customers globally, with a focus on priority regions. Identifying future opportunities to deliver differentiated value you’ll help Product and Customer teams (global and regional) to build and launch new value to market.

• Collaborate with Strategy, Product Management, Design and other stakeholders to undertake market, competitor and customer research to deeply understand the markets in which we operate as well as customer needs and pain points, to ascertain where Xero can best support customers.
• Consolidate and communicate relevant insights which determine Xero’s opportunity in market and integrate these insights into your product marketing plans.
• Determine the target audience and segments, in particular the Serviceable Available Market, using insights from Product and Customer teams.
• Lead a strategic and collaborative process with key stakeholders to define the CVP for target audiences. You will also identify and maintain compelling product evidence of CVPs.
• Bring CVPs to life for internal audiences, through assets such as messaging frameworks and product playbooks.
• Ensure CVPs are regularly reviewed and updated, in line with changes to customer, competitors and product.
• Communicate product release calendar to Customer stakeholders in a timely manner, describing product value in customer terms.
• Collaborate with Customer teams to brief product initiatives, agree optimal launch timing and GTM approach, and consult throughout the GTM process to ensure clear guardrails are set when communicating product value externally.
• Develop internal briefing assets and internal sales enablement resources to help prepare and upskill internal teams.
• Identify opportunities to grow product adoption, usage and retention – utilising research, analytics and feedback from regions. You will influence relevant Customer/GTM teams to leverage the opportunities you identify.
• Lead in-product lifecycle marketing strategy and execution, including in-product communications.

You will be part of the Global Product team so you will work with all our key regions, including Canada, US, UK, Australia, New Zealand and Asia. You will have the ability to travel if required.

• Strong product marketing or marketing experience (preferably within a SaaS organisation)
• Experience working in a global role across geographies, and in an agile environment with Product Managers and development teams will help you succeed in this role
• Proven experience in the creation and development of product strategy, positioning and messaging
• Ability to think strategically, work independently and effectively in a fast paced environment
• Self-motivated, creative and team player, with excellent project management skills and attention to detail
• Creative problem solver who can incorporate new learnings into existing plans and act decisively and independently
• Strong communication, analytical, critical thinking and business strategy skills
• Exceptional ability to articulate compelling propositions in clear language and develop effective marketing materials
• Ability to handle the pace and ambiguity that comes with working in a fast-paced tech environment
• Passion and desire to make a difference
• Authenticity, diplomacy and drive

Why Xero?

Offering very generous paid leave to use however you’d like (plus statutory holidays!), dedicated paid leave to care for your physical and mental wellbeing as well as an Employee Assistance Program to access mental health care for you and your family, free medical insurance, wellbeing and sports programmes, employee resource groups, 26 weeks of paid parental leave for primary caregivers, an Employee Share Plan, beautiful offices, flexible working, career development, and many other benefits that reflect our human value, you’ll do the best work of your life at Xero.