Product Marketing Manager, Accounting

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.

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 onGTM 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