Our Purpose

At Xero, we’re here to supercharge small businesses. By making small business more efficient every day, connecting them with big business technology and empowering a community behind them, their potential is limitless. When that happens, we’re not only helping small business, we’ll be building a stronger economy that can change the world.

About the Role

Xero is looking for a VP/GM of Content to lead our global content function. You'll lead a team of 25-30 people spanning thought leadership, social, product education, and blog. You'll own content strategy globally, partnering closely with regional marketing teams to deliver content that supports their strategies—whether that's purely global, globally-adapted, or regionally-specific. You'll work hand-in-hand with Global Channel Teams to ensure content drives measurable business impact across audiences and the funnel, including partnering with Sales Enablement to ensure our sales teams have the content they need to win deals.

This role isn't about incremental improvement. We need someone who can build the strategy, operationalize measurement, scale content efficiently with AI, and raise the quality bar across the board. If you've done this before at a global SaaS company, we'd love to talk.

What you’ll do

Content Strategy

• Develop and implement a comprehensive global content strategy aligned with Xero's business objectives and brand positioning, spanning Xero's different audiences—small business owners, accountants, and bookkeepers

• Establish a clear content vision and roadmap that supports awareness, acquisition, engagement, retention, and expansion

• Create clear swim lanes between global, regionally-adapted, and locally-owned content

• Partner with regional teams to ensure content strategy captures and addresses local market needs and nuances

• Partner with Customer Growth & Experience to develop a sell-through strategy that drives expansion of Xero across our accounting and bookkeeping partners' books of business

Content Creation

• Drive the creation of high-quality, engaging content across multiple formats—articles, blog posts, reports, whitepapers, videos, social, product education, and more

• Scale content production through a mix of in-house teams, agency partners, freelance writers, creators and influencers, and industry experts.

• Partner with Research and Insights to develop surveys and leverage Xero's proprietary data for compelling storytelling

• Identify high-leverage opportunities to use AI for content creation, adaptation, and repurposing—building playbooks that let the team do more with less while maintaining brand voice and quality

• Build and manage a bench of trusted expert writers to scale content impact while controlling costs

Content Distribution

• Partner with channel owners to lead content distribution strategy across paid, earned, owned, and shared channels

• Own channel strategy for the blog and social, including paid distribution strategy for organic social content

• Work with the Media team to develop strategic partnerships that amplify content reach and effectiveness

• Lead the editorial strategy for Xero's global blog

• Establish and maintain a consistent editorial calendar aligned with business priorities and global/regional campaigns

• Work closely with Communications to develop content designed to earn media coverage and drive social engagement

Measurement & Reporting

• Partner with Data & Analytics to build content performance infrastructure that connects channel metrics to business outcomes

• Establish KPIs and reporting mechanisms to track content performance and ROI

• Build measurement infrastructure that connects content engagement to actual product usage—not just views and completions

• Use data insights to continuously optimize content strategy and execution

• Present performance metrics and strategic recommendations to senior leadership

Team Leadership & Budget Management

• Lead, mentor, and develop a team of 25-30 across thought leadership, social, product education, and blog

• Set quality standards and build calibration into how the team operates—so "excellent" means the same thing everywhere

• Foster a culture of creativity, quality, and innovation within the content team

• Manage content creation budget effectively, ensuring resources are allocated to high-impact initiatives