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Lifecycle Marketing Lead - Utilisation and Retention

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 a Lifecycle Marketing Lead, you will play a crucial role in supporting Xero’s global small business lifecycle and engagement strategy to improve product utilisation, time to value and drive continuous incremental uplifts throughout our direct to small business channel.

Reporting into our Lifecycle Marketing Manager, you will be part of a team responsible for ideating and delivering personalised, orchestrated journeys that are #beautiful, relevant and above all impactful. You’ll effectively leverage all direct marketing channels, tooling and data at your disposal for the best customer outcomes - including but not limited to, email, in-product communications, push and SMS. 

We are looking for a Lifecycle Marketing Lead who is data-savvy, commercially astute and apt at working with both business and technical stakeholders to drive outcomes that deliver high quality customer conversion and overall market share growth here at Xero.

What you'll do:
  • Use a human-centered design approach to map who our users are, what they need and design communication journeys that ensure every engagement point we have adds value
  • Work collaboratively with Product Marketing, Product Onboarding, Customer Success, Regional Marketing, Design and Analytics specialists to deeply understand the end-to-end customer journey in order to inform your recommendations to the communications experience in your lifecycle specialisation
  • Identify and provide requirements for appropriate customer research along the lifecycle journey, to ensure we have actionable insights and are tracking and solving real customer problems
  • Use Salesforce Marketing Cloud to gain insights into our customer engagement behaviour that can help inform other areas of the business
  • Drive customer lifecycle programs that are commercially aligned to business goals and strategy, by always linking the customer or commercial need and opportunity
  • Ideate and drive optimisation and innovation within the customer journey, ensuring that magic is happening at every touchpoint & interaction, through a continuous test-and-learn ‘never done’ approach
  • Own the customer success metrics relevant to your role, continuously reviewing and analysing Product Milestone completion, 0-90 day retention, >90 day retention
  • Leverage data and qualitative/quantitative customer insights to define lifecycle initiative briefs, insightful hypotheses, creative and user experience
  • Analyse experiment and journey performance, tying it back to the original objectives and hypothesis, report on results and share the metrics that matter most to  our stakeholders and business

What you'll bring:
  • 7+ years of experience in email marketing and/or marketing automation platform and digital experimentation
  • Experience in Salesforce Marketing Cloud and Sales Cloud, SQL, AMPscript & Google Analytics
  • A deep understanding of human-centred design, service design or design thinking
  • Highly strategic and customer led approach with the ability to identify opportunities of value for the business and customer
  • A deep knowledge and understanding of audience data and segmentation
  • A drive for high performance, aiming for end-to-end data driven outcomes
  • Excellent project management skills and ability to juggle multiple projects at once
  • Self-motivated, achievement oriented, innovative thinker, who naturally thrives in a highly dynamic work environment
  • Excellent written and verbal skills with the ability to communicate with stakeholders the “why” for each project

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.

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CEO of Xero
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Sukhinder Singh Cassidy
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Xero exists to make life better for people in small business, their advisors, and communities around the world by rewiring the world of small business by making it seamless, simpler, and smarter.

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