Customer Marketing Lead (US)

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.
As one of our regional Customer Marketing Leads, you'll serve in a dual capacity: developing the global strategy for Accounting Bookkeeping (AB) advisory boards and executing local programs for both AB and Small Business (SB) segments in your region. You'll be responsible for transforming our advisory boards from feedback channels into strategic assets that influence product strategy and generate authentic advocacy, while ensuring board members receive significant value from their participation.

Global AB Advisory Board Strategy Development

• Support the Director of Customer Marketing to design a comprehensive, scalable strategy for AB advisory boards across US, UK, and ANZ regions that drives consistent execution while allowing for necessary regional adaptations
• Create standardized frameworks, processes, and best practices for the selection, engagement, and management of AB board members
• Develop programming approaches that deliver exceptional value to participants while maximizing strategic insights for Xero
• Establish clear metrics and reporting methods to demonstrate the business impact of AB advisory boards
• Collaborate closely with regional counterparts to implement the global strategy with appropriate local adaptations
• Facilitate regular knowledge sharing and best practice exchange across regions

Regional Advisory Board Execution (AB & SB)

• Manage the selection, onboarding, and ongoing engagement of AB and SB (plus enterprise where relevant) advisory board members in your region (separate AU and NZ groups for ANZ)
• Strategically plan and facilitate compelling advisory board workshops that generate meaningful insights while providing value to participants
• Build strong relationships with board members, understanding their businesses and challenges to maximize the relevance of their contributions
• Work closely with product, marketing, and leadership teams to ensure advisory board insights influence strategic decisions
• Transform board members into proactive advocates who generate referrals, testimonials, and content
• Develop content and communication strategies to share board insights across the organization
• Create and implement retention strategies to maintain engagement with high-value board members
• Develop a program that delivers value to the AB members so that they are able to grow and improve their own practices with the insights from Xero and the other members 
• Collect detailed feedback from each workshop to guide and influence product and GTM strategies

Ongoing Community Management & Communication

• Manage active Slack channels for Customer Advisory Board (CAB) members, ensuring consistent, valuable engagement between formal meetings
• Develop a content strategy for Slack channels that maintains member interest and participation
• Support in the development and delivery of key advisory board events and engagements outside of scheduled workshops (ie. Xerocon side events)
• Create and curate timely, relevant content that provides exclusive value to CAB members
• Establish clear communication protocols and cadence to keep members informed and engaged
• Monitor member engagement and proactively address declining participation
• Facilitate peer-to-peer connections and discussions among members
• Gather continuous feedback through digital channels to complement formal advisory sessions
• Use communication platforms to quickly validate ideas or gather input between formal meetings

Cross-functional Collaboration

• Identify and enlist a wide variety of stakeholders who can add value to advisory board outcomes
• Proactively maintain strong relationships with key stakeholders, ensuring they remain well-informed and eliminating surprises
• Break down silos by challenging "us vs. them" thinking, reminding all stakeholders they're working toward shared goals
• Create rich, comprehensive reports that skillfully deliver necessary information to stakeholders
• Serve as a knowledge hub, proactively disseminating insights, updates, and learnings across the organization

Process Excellence & Innovation

• Continuously monitor key metrics and benchmarks to optimize processes, products, and outcomes
• Quickly resolve process breakdowns to ensure minimal disruption in workflow
• Implement measures to prevent recurring problems
• Bala