Senior Product Marketing Manager

Our Purpose At Xero, we’re here to help you supercharge your business. We do this by automating routine tasks, surfacing actionable insights and connecting businesses with the right data, advisors and apps. When that happens, we’re not only making life better for small business, we’ll be building a stronger economy that can change the world.
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 developing and growing our US Payroll product, powered by Gusto, 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 (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 the US. 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.

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 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.

You will lead the collaboration with Customer/GTM teams on product growth opportunities

• 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 Marketing team and  you will work with the US.  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. While your Product team will be located in the same time zone, Payroll is a global product so collaborating and communicating regularly with Customer stakeholders across geographies is crucial to your success.
• Customer and commercial targets are achieved or exceeded.
• You are a creative problem solver and solution-focused. You feel comfortable tackling and managing complex and ambiguous problems.
• A solid understanding of go-to-market processes at Xero. New