Product Marketing Manager, Accounting - Contract (Remote)

Denver, US / Toronto, CA / Remote, CA / Remote, US / San Francisco, US / New York, US

Brand, Marketing & Communications – Product & Partner Marketing /Fixed Term/ Remote

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

Product Marketing at Xero is in an exciting and high growth phase. We work closely with Product and go-to-market (GTM) teams across the business to bring a holistic view of customer needs to Product teams, and translate these initiatives into customer value. We do this to ensure we deliver maximum product value to customers as efficiently and effectively as possible.

In this role, you will be the product marketing manager responsible for developing and growing our US tax and compliance accounting products, which are essential tools for small businesses, accountants, and bookkeepers. You will work closely with teams across Product (including Product Management and Product Design) to inform the product strategy by understanding the market, competitive landscape, and needs of priority customer segments. You will also partner closely with US regional GTM teams (including Marketing, Sales Enablement, Operations etc.) and be responsible for developing and executing the GTM strategy (including positioning, messaging etc.) of this product set to drive adoption with new and existing customers within the US.

What you’ll do

• You will be a key driver in assessing market opportunity and developing the Customer Value Proposition (CVP) for this product category
• Collaborate with Strategy, Product Management, Product Design and other stakeholders to undertake market, competitor and customer research to deeply understand the market and opportunity in which we operate, as well as customer needs and pain points.
• Consolidate and communicate relevant insights which determine Xero’s opportunity in the market. You should integrate these insights into your product marketing plans.
• Determine the target audience and segments, in particular the Serviceable Available Market, using insights from Product and Customer teams.
• Lead a strategic and collaborative process to define the CVP for target audiences. You will also identify and maintain compelling product evidence of CVPs.
• Bring CVPs to life for internal audiences, through assets such as messaging frameworks and product playbooks.
• Ensure CVPs are regularly reviewed and updated, in line with changes to customer, competitors and product
• You will be the primary Product representative on GTM programs, to ensure we release product efficiently and effectively
• Develop the GTM strategy for your products, including defining the release plan, marketing assets, and timeline. Collaborate with GTM teams and brief on product initiative to ensure execution aligns to strategy when communicating value externally.
• Develop internal briefing assets and internal sales enablement resources to help enable and upskill internal teams. This includes synthesizing market opportunity, user insights, competitive analysis, CVP, messaging, and more.
• Communicate product release to GTM stakeholders in a timely manner, describing product value in customer terms. 
• You will lead the collaboration with GTM teams on product growth opportunities
• Identify opportunities to grow product adoption, usage and retention – utilising research, analytics and feedback . You will develop strategies and execute initiatives, in collaboration with GTM teams, to realize the opportunities you have identified. 
• Lead in-product lifecycle marketing strategy and execution, including in-product communications.
• You will be part of a Global Product team with peers located across our key regions (e.g., UK, Australia), while focused primarily on growing Xero’s presence in the US. You will have the ability to travel if required.

Success looks like

• Strong working relationships with stakeholders that are built on trust and confidence. You’ll be effective at managing and influencing stakeholders to achieve specific outcomes.
• Strong collaboration and communication skills with cross-functional teams to achieve specific outcomes. You will be part of a geographically dispersed team so collaborating and communicating regularly and effectively is key to your success.
• You are a creative problem solver and solution-focused. You will independently tackle and manage complex and ambiguous problems, and develop a recommended path forward before escalating, if required.
• A solid understanding of go-to-market processes. New products, features and experiences will be taken to market effectively, by collaborating with Product and GTM stakeholders.
• You have deep subject matter expertise for your product lines – including market, customer and product knowledge – and are recognised as the ‘go-to’ expert for stakeholder enquiries.
• Clear, concise and compelling customer value propositions in market. You have an unwavering focus on the customer and advocate for cross-portfolio work where relevant.
• GTM teams understand the value of your product and have the tools, support and resources they need to deliver a great customer experience, and to help grow product adoption, usage and retention.
• You are a data-driven strategist with strong analytical skills. You develop insight-led annual product marketing plans for your growth segmentsYou champion Product Marketing, and work to become a strategic partner of Product. You are deeply embedded in product pods throughout the product development lifecycle.
• You are an autonomous and proactive worker who can independently lead programs and self-prioritize workload with minimal guidance required.
• Customer and commercial targets are achieved or exceeded.

What you’ll bring with you

• Critical competencies 
• Ability to think strategically, work independently, take initiative, and execute effectively in a fast paced environment
• Creative problem solver who can manage ambiguity, incorporate new learnings into existing plans, and act decisively 
• Commercial, data-driven marketer with demonstrated experience building product strategies and GTM plans grounded in insights
• Passionate collaborator who thrives on regularly connecting with cross-functional teams to work in unison towards a shared goal
• Strong communication, analytical, critical thinking, and business strategy skills
• Exceptional ability to articulate compelling propositions in clear language and develop effective marketing materials
• Passion and desire to make a difference
• Experience
• 3+ years in a product marketing, marketing, or GTM role (preferably within a SaaS organization)
• Experience working in an agile environment with Product Managers and development teams will help you succeed in this role
• Demonstrated experience in supporting development of product strategy and building new customer value propositions
• Demonstrated experience developing and executing an integrated go-to-market strategy and bringing a product to market
• Proven ability to communicate, build strong relationships and manage senior stakeholders

Why Xero? 

Diversity of people brings diversity of thought, and we like that. A collaborative and inclusive environment is important to us. Working at Xero will provide you with a diverse and inclusive environment alongside people who will respect, challenge and support you to have fun while you do the best work of your life. We are a place where personal development, flexible working, innovation, and well-being are not just inspired but celebrated. We value our people and offer a wide range of compelling benefits and perks, including Xero shares and great parental leave policies.   

Xero’s collaborative culture is underscored by our values - #Ownership, #Challenge, #Beautiful, #Human and #Team - which empower us to understand and serve customers, attract top talent and continuously innovate. From the moment you step through our doors, you’ll 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.