Head of Product Marketing

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 the Head of Product Marketing, UK & Emerging Markets you will be a pivotal leader in shaping Xero’s growth trajectory in the region. By deeply understanding the UK market and championing customer needs, you will craft differentiated value propositions and refine our positioning to ensure our offering resonates within the UK context and with the needs of customers. You will spearhead our go-to-market (GTM) strategy leading the development of integrated plans for pivotal programs, like MTD, and empower broader GTM execution through shared resources.  You and your team will directly influence UK product priorities by leading end-to-end product marketing efforts for our regional product portfolio, including our suite of tax products.

This role positions you as a critical hub, connecting customer insights, competitive intelligence, and market trends to drive impactful outcomes. Collaborating closely with product, marketing, and commercial teams, you will translate innovative global and regional products into compelling GTM strategies tailored to our target customers.

In a dynamic regulatory landscape, your strong leadership, exceptional communication, and ability to navigate ambiguity will be essential in fostering collaboration and driving clear, strategic direction.

What you'll do:

• Lead market, customer, and competitive analysis to identify market opportunities and provide actionable insights to inform product development and GTM strategies
• Develop and refine Xero’s overarching value proposition, positioning, messaging, and claims in the UK to resonate with target customers. Bring this to life via different internal resources and customer-facing assets, and ensure they are adopted and updated in line with market activity
• Craft product messaging that captures the value and differentiation of our solutions and pricing/plans for different customer segments
• Own and execute all product marketing activities for the UK’s regional product portfolio, from market analysis and positioning to go-to-market strategy and sales enablement, ensuring alignment with overarching UK proposition and business objectives 
• Lead the strategic planning and execution of the integrated GTM strategy for Xero's MTD for IT solution, encompassing launch, adoption, releases, and migration. Foster strong collaboration with regional and channel partners to achieve market leadership in this category
• Collaborate with UK Product lead and global product marketing teams to ensure successful launches of new products in the UK. As market expert, support teams in adapting messaging and positioning to align to the with the overall UK product strategy and positioning 
• Drive revenue growth across existing customers and prospects by contributing to external sales and marketing content
• Shape UK GTM and Product planning by proactively identifying opportunities to grow regional acquisition, adoption, and retention using research, analytics, and feedback.
• Develop internal briefing assets and sales enablement resources to help prepare and upskill customer-facing teams.
• Lead complex cross-functional initiatives collaborating closely with key stakeholders across different functions, including product, marketing, sales, and regulatory teams.
• Build strong relationships with senior stakeholders across the business to advocate for the UK market’s priorities
• Represent Xero and Product Marketing at customer-facing events, key client meetings, and internal forums. Facilitate customer engagement initiatives to surface feedback and insights
• Lead, mentor, and coach a remote Product Marketing team, fostering collaboration and high performance across time zones and functions

Critical Competencies:

• Strategic thinker with expertise in product marketing, GTM strategy, and market segmentation.
• Strong leadership and team management skills, with a proven ability to mentor and develop talent.
• Customer-obsessed, with a deep understanding of the UK small business and advisor market.
• Exceptional communication and presentation skills, with the ability to influence and engage diverse audiences.
• Strong program and stakeholder management skills, with the ability to manage complex projects and deliver results in a fast-paced environment.
• Ability to manage ambiguity, and create clear paths forward for a team.
• Commercially savvy, data-driven decision-maker with proven ability to create strategic plans, while also having operational acumen to execute and implement ideas
• Active contributor to team culture and engagement

Experience:

• 10+ years in Product Marketing or a related marketing role, ideally within SaaS (B2B and/or B2C)
• Experience leading and coaching remote, cross-functional teams 
• Experience managing a product suite, platform, or portfolio of products
• 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
• Expertise in market expansion strategies, particularly in competitive markets
• Experience in the creation and development of product strategy, positioning and messaging
• Experience leading complex cross-functional programs and aligning product and go-to-market strategies to achieve measurable business outcomes

Why Xero?

Offering very generous paid leave to use however you’d like (plus statutory holidays!), dedicated paid leave to care for your physical and mental wellbeing as well as an Employee Assistance Program to access mental health care for you and your family, private medical insurance, gym passes, employee resource groups, 26 weeks of paid parental leave for primary caregivers, an Employee Share Plan, beautiful offices, flexible working, and many other benefits that reflect our human value, you’ll do the best work of your life at Xero.