Director, Content Marketing Strategy

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.
The Director of Content Strategy will lead Xero's global content vision, developing and executing strategies that strengthen our brand voice, support our business objectives, and deliver compelling thought leadership that resonates with our target audiences. This leader will oversee a unified approach to content that spans regions and channels, ensuring consistency while respecting regional nuances. Reporting to the SVP of Marketing Communications, this role will lead a team of content specialists and partner closely with teams in Regional Marketing, SEO, Education, Communications, and other key stakeholders across the organization.

Strategic Leadership:

• Develop and implement a comprehensive global content strategy aligned with Xero's business objectives and brand positioning
• Establish a clear content vision and roadmap that supports customer acquisition, engagement, and retention across the full marketing funnel
• Lead the development of breakthrough thought leadership content against key business pillars for both small businesses and accounting and bookkeeping partners 
• Partner with regional teams to ensure content strategy captures and addresses local market needs and nuances
• Collaborate with cross-functional teams (SEO, Product Marketing, Education, Communications, etc.) to create a cohesive content ecosystem

Content Development & Distribution:

• Drive the creation of high-quality, engaging content across multiple formats (articles, blog posts, reports, whitepapers, videos, etc.)
• Partner closely with customer research team to develop surveys and leverage Xero's proprietary data for compelling storytelling
• Build and manage a bench of trusted expert writers to scale content impact while controlling costs
• Partner with channel owners to lead content distribution strategy across paid, earned, owned, and shared channels
• Partner with Media Team to develop strategic partnerships to amplify content reach and effectiveness
• Lead the editorial strategy for Xero's global blog
• Establish and maintain a consistent editorial calendar that aligns with business priorities as well as global and regional marketing campaigns

Team Leadership & Budget Management:

• Lead, mentor, and develop a team of 3 direct reports: Blog Manager, Head of Mid-Funnel Content, and Head of Content and Campaigns
• Manage content creation budget effectively, ensuring resources are allocated to high-impact initiatives
• Collaborate with regional teams and channel owners on content distribution budgets
• Foster a culture of creativity, quality, and innovation within the content team

Measurement & Optimization:

• Partner with Data & Analytics team to develop comprehensive content measurement framework
• Establish KPIs and reporting mechanisms to track content performance and ROI
• Use data insights to continuously optimize content strategy and execution
• Present performance metrics and strategic recommendations to senior leadership

Cross-Functional Collaboration:

• Work closely with regional and global communications teams to develop thought leadership content against key pillars for small businesses and accounting/bookkeeping partners. Content should be developed to be pitched to and covered by the media to position Xero as a thought leader and customer advocate
• Serve as the content authority across the organization, providing guidance to ensure consistency in messaging and voice
• Collaborate closely with brand, social, communications, and product marketing teams
• Partner with regional marketing leaders to ensure content strategy meets diverse market needs
• Work with SEO team to align content with search strategy and drive organic visibility

Required Experience & Skills:

• 10+ years of content strategy and marketing experience, with at least 5 years in leadership roles
• Proven track record developing successful B2B and/or SaaS content strategies that drive measurable business results
• Experience leading global content initiatives with regional adaptations
• Excellent writing, editing, and storytelling abilities. Background in journalism is a plus. 
• Experience leveraging proprietary data and research to create compelling narratives
• Strong stakeholder management and collaboration skills
• Bachelor's degree in Marketing, Communicat