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
As the Head of Competitive Intelligence (CI) within Product Marketing, you will be responsible for scaling a recently established global CI function. This role will lead the CI team and be focused on enhancing our go-to-market (GTM) effectiveness and informing product strategy through the delivery of competitive data and insights, competitive analysis, and GTM resources.
You will leverage your deep experience creating and/or managing a Competitive Intelligence function to implement and operationalize a Win/Loss and Competitive Monitoring program. You and your team will translate insights into actionable opportunities and develop resources for Marketing, Revenue, and Enablement teams.
As an experienced product marketer, you and your team will be focused on conducting market, customer, and competitive analysis to help pinpoint and articulate areas of differentiation to inform Xero’s product strategy, positioning, messaging, and go-to-market approach.
This is a people leader role, and requires a candidate with strong communication skills able to influence across all levels of an organization and has experience working closely with Product, Marketing, and Revenue teams. This individual brings operational rigor with the ability to develop clear plans and efficient, scalable processes to create impact at scale.
What you'll do
- Develop the strategy for a global Competitive Intelligence function. Implement this vision and scale the function by deeply integrating the team into Xero’s Product and GTM operating models
- Implement and scale a competitive monitoring program. Synthesize competitive activity, industry trends, and customer feedback into dashboards to extract actionable insights and resources for Product and GTM teams
- Establish and own Xero’s Win/Loss program. Collaborate closely with Sales Operations and Enablement to integrate this program into existing sales processes. Analyze and translate insights into action for different teams across all levels of the organization.
- Conduct competitive, market, and customer research to identify areas of differentiation to inform Product planning and development of GTM assets. Develop consistent templates and repeatable processes to be able to conduct this at scale
- Translate insights into various assets for Marketing and Revenue teams. This includes marketing campaigns, digital content, battlecards, collateral, enablement resources, and other internal and customer-facing materials.
- Build Xero’s “competitive muscle”; create internal channels of communication across the organization to share insights and centralize resources for teams to self-serve at scale
- Lead through influence, building rapport with senior stakeholders to get buy-in, and ensure your initiatives are prioritized in key programs of work
- Articulate a clear strategic plan and measurement framework for the team to monitor and demonstrate impact of Competitive Intelligence initiatives
- Coach and develop a global team. Provide support to enhance skills, inform on best practices, and drive overall team performance
- Partner with the VP, Product Marketing to scale Competitive Intelligence as part of the broader Product Marketing division
What you'll do
- 7+ years of experience in Product Marketing and/or Competitive Intelligence for a high tech company, preferably SaaS (B2B and/or B2C)
- Establishing, scaling, or managing a Competitive Intelligence program
- Experience with competitive monitoring tools
- Coaching and developing a high-performing team, including managing remote teams
- Working across complex global programs with a broad range of cross functional stakeholders
- Demonstrated experience working with product and go-to-market stakeholders
- Understanding of small business SaaS market. Familiarity with the Xero platform and ecosystem is a plus.
- Experience crafting compelling product positioning, messaging, and customer-facing assets
- Analytical skills with ability to synthesize multiple data points into a clear, concise path forward with tangible opportunities
- Ability to develop a cohesive strategy with the operational acumen to implement your plan
- Process oriented; able to develop consistent templates and frameworks to scale the function efficiently
- Strong program management and planning skills to drive complex programs forward
- Excellent communication and senior stakeholder management skills to build understanding and influence outcomes.
- Creative problem solver who is confident in managing pace and ambiguity
- Ability to work in a global, remote environment
- You are an autonomous and proactive leader who can drive multiple different programs forward
Why Xero?
Diversity of people brings diversity of thought, and we like that. Our human-first culture of respect, fairness, and inclusion is what helps Xeros thrive and work and beyond. 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, employee resource groups, wellbeing programming and allowances, medical, dental, vision, and disability insurance, fertility and family forming financial support, 401k contribution matching, 26 weeks of paid parental leave for primary caregivers, an Employee Share Plan, beautiful offices with snacks and break areas, flexible working, career development and many other benefits that reflect our human value, you’ll do the best work of your life at Xero.
Research has shown that women and underrepresented groups are less likely to apply to jobs unless they meet every single competency or experience. If you are excited about this role, but your past experience doesn't align perfectly, we encourage you to apply anyway. You could be just the right person for this role and Xero. If you have any support or access requirements, we encourage you to advise us at time of application and throughout the interview process.
