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 growing our Payments revenue for our Collecting and Making Payments products amongst small business customers and their advisors. You will work closely with teams across Product (including Product Management and Product Design) to inform the product strategy and roadmap by understanding the market, competitive landscape, and needs of priority customer segments. You will also partner closely with our global and regional GTM teams (Customer Life cycle team, Data and Analytics, Marketing, Sales Enablement, Operations etc.) and be responsible for developing and executing the GTM strategy (including positioning, messaging and experimentation etc.) to drive adoption and usage with new and existing customers globally. You will also identify future opportunities to deliver differentiated value and work with Product and Customer teams (global and regional) to build and launch new value to market.
What you’ll do
- Lead payments growth hacking and in product marketing across Xero owned channels:
- Drive payments attach and usage through ongoing experimentation
- Develop targeted messaging and offers with key payments partners including Stripe, Go Cardless, PayPal, Crezco and BILL
- Optimise and experiment with the in product landing page to increase conversion of payments
- Lead in-product lifecycle marketing strategy and execution, including in-product communications
- Develop funnel reporting to measure success
- You will be a key contributor in assessing market opportunity
- 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 mobile can help Xero win for their customers.
- Consolidate and communicate relevant insights which determine Xero’s opportunity in market. You should integrate these insights into your product marketing plans for the mobile app.
- Determine the target audience and segments, in particular the Serviceable Available Market, using insights from Product and Customer teams.
- You will lead Customer Value Propositions, including development, maintenance, and custodianship throughout Xero
- Lead a strategic and collaborative process with key stakeholders to define the Getting Paid 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.
- You will be the primary Product representative on key, high-impact Go-To-Market programs, to ensure we release product efficiently and effectively
- 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.
- Lead payments growth hacking and in product and through CLM journeys
- Drive payments attach through ongoing experimentation
- Optimise and experiment with the in product landing page to increase conversion of payments attach
- Lead in-product lifecycle marketing strategy and execution, including in-product communications.
- You will be part of the Global Product Marketing team in the Xero marketing org. You will have the ability to travel if required.
Success looks like
- Strong working relationships with stakeholders that are built on trust and confidence. You’ll be effective at managing and influencing stakeholders to achieve specific outcomes.
- Strong collaboration and communication skills. Invoicing and Payments are global products so collaborating and communicating regularly with Customer stakeholders across geographies is crucial to your success.
- Customer and commercial targets are achieved or exceeded.
- Increased experimentation velocity and improved measurement.
- You are a creative problem solver and solution-focused. You feel comfortable tackling and managing complex and ambiguous problems.
- A solid understanding of growth hacking and funnel optimisation.
- Data driven and measurement focused.
- You have deep subject matter expertise in the Payments space – including market, customer and product knowledge – and are recognised as the ‘go-to’ expert for stakeholder enquiries.
- Clear, concise and compelling customer value propositions in market. You have an unwavering focus on the customer and advocate for cross-portfolio work where relevant.
- GTM teams understand the value of the mobile app and have the tools, support and resources they need to deliver a great customer experience, and to help grow product adoption, usage and retention.
- You are an autonomous and proactive worker who can lead programs and self-prioritise workload.
- You are an active contributor to team culture and engagement, as well as the wider team and purpose.
What you’ll bring with you
- 5+ yrs - Strong product marketing or marketing experience (preferably within a SaaS organisation)
- Previous payments experience is desirable.
- 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?
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.
