Product Marketing Manager

Xero is a cloud-based accounting software platform for small businesses with over 2.7 million subscribers globally. Through Xero, small business owners and their advisors have access to real-time financial data any time, anywhere and on any device. Xero offers an ecosystem of over 1,000 third-party apps and 300 plus connections to banks and other financial partners.

In 2020 and 2021, Xero was included in the Bloomberg Gender-Equality Index and in 2020, Xero was recognised by IDC MarketScape as a leader in its worldwide SaaS and cloud-enabled small business finance and accounting applications vendor assessment.

In this role, you will support the senior Product Marketing lead responsible for developing and growing our ANZ Payroll and Time and Attendance products amongst small business customers and their advisors. In particular you will lead the GTM launch and growth of our Deputy partnership. 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 (including Marketing, Sales Enablement, Operations etc.) and be responsible for developing and executing the GTM strategy (including positioning, messaging etc.) to drive adoption with new and existing customers in AU and NZ. 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.

• 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 TAS 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 CVP.

• Bring CVP to life for internal audiences, through assets such as messaging frameworks and product playbooks.
• Ensure CVP is 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.

• +7 yrs Strong Product Marketing or marketing experience (preferably within a SaaS organisation)
• Previous Payroll experience highly 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