Head of Brand & Small Business Marketing, ANZ
Melbourne, AU / Sydney, AU / Auckland, NZ / Wellington, NZ
Brand, Marketing & Communications – Brand & Operations /
Permanent /
Hybrid
Xero is a beautiful, easy-to-use platform that helps small businesses and their accounting and bookkeeping advisors grow and thrive.
At Xero, our purpose is to make life better for people in small business, their advisors, and communities around the world. This purpose sits at the centre of everything we do. We support our people to do the best work of their lives so that they can help small businesses succeed through better tools, information and connections. Because when they succeed they make a difference, and when millions of small businesses are making a difference, the world is a more beautiful place.
How you’ll make an impact
As the Head of Brand & Small Business Marketing for Australia and New Zealand, you will play a critical role in developing and executing strategic marketing initiatives to fuel customer growth for our SmBs, Accounting and Bookkeeping customers.
You will lead and coordinate integrated Xero efforts to grow the Xero SMB customer base and lifetime revenue. This will be achieved by delivering on brand growth, integrated SMB campaigning and other appropriate marketing activations that bring measurable results.
You will have a proven track record in growing brands and audiences and will confidently and effectively plan and execute end to end media activity, integrated sponsorships, marketing activations and GTM activity. You’ll be data and insights driven to ensure Xero is agile and always making smarter investments to fuel business growth.
You will lead a team of marketing professionals and collaborate closely with cross-functional stakeholders to achieve our key business objectives. This position requires a deep understanding of the Small Business market, as well as expertise in SaaS marketing strategies and tactics. You will be a strong leader who is able to foster a collaborative and high-performance culture.
What you’ll do
- Implement a strategic and measurable plan to build Brand, that delivers the brand strength and difference needed to deliver short and medium term business growth objectives
- Ensure an integrated marketing and performance effort is in place to acquire and grow the SMB customer base is planned, aligned across teams and delivered on
- Use marketing metrics from brand to funnel performance to ensure we are delivering on business objectives, and where there are signals of performance gap make recommendations and take action with aligned teams to mitigate
- Represent to aligned teams on the relevant market elements that must be accounted for in execution including areas that represent significant market specific opportunities
- Use Brand Investment Models understanding and insights to keep improving the understanding of Brand Investment on business performance, and act on these insights
- Use Xero segmentation to optimise our SMB growth strategy to meet both revenue and customer acquisition targets and ARPU growth targets
- Work with strategic partners in the SMB space as required for your market
Success looks like
- Achieving business objectives for the market, both SMB and also overall customer growth
- Delivering the SMB business outcomes in terms of acquisition, revenue and ARPU
- Delivering the brand performance required - strength, difference, awareness
- Excellent integrated funnel performance
What you’ll bring with you
- Extensive relevant marketing experience
- Used to working in a fast paced tech business environment
- Proven track record of delivering growth marketing outcomes in a competitive environment
- Strong performance marketing program delivery and management
- Demand funnel management experience
- Brand and campaign experience
- Working with external partners to deliver market growth
- Strong people management and leadership experience
- Matrix management and leadership
- A modern, highly competent strategic marketer that knows how to execute
- Strong marketing management and segment marketing skills
- Growth marketing management in a tech business
- Understanding marketing performance funnel and active management of it
- Excellent Brand and Performance marketing program experience
- Marketing team leadership in a matrix environment
- Taking action to impact performance based on insights and data that are not always conclusive
- Strong prioritisation skills to deliver current performance while building for future growth
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, health insurance, life insurance, and income protection, wellbeing and sports programmes, employee resource groups, 26 weeks of paid parental leave for primary caregivers, an Employee Share Plan, beautiful offices, flexible working, career development, and many other benefits that reflect our human value, you’ll do the best work of your life at Xero.
Our collaborative and inclusive culture is one we’re immensely proud of. We know that a diverse workforce is a strength that enables businesses, including ours, to better understand and serve customers, attract top talent and innovate successfully. We are a member of Pride in Diversity, in recognition of our inclusive workplace. Our goal is to make sure you feel welcome and supported to do the best work of your life.
At Xero we embrace diversity and inclusion and value a #challenge mindset. Research has shown that women and underrepresented groups are less likely to apply to jobs unless they meet every single competency or experience . If you are excited about this role, but your past experience doesn't align perfectly, we encourage you to apply anyway. You could be just the right person for this role and Xero. If you have any support or access requirements, we encourage you to advise us at time of application and throughout the interview process.
