Our Purpose

At Xero, we’re here to supercharge small businesses. By making small business more efficient every day, connecting them with big business technology and empowering a community behind them, their potential is limitless. When that happens, we’re not only helping small business, we’ll be building a stronger economy that can change the world.

About the Role

Xero is looking for a VP/GM of Content to lead our global content function. You'll lead a team of 25-30 people spanning thought leadership, social, product education, and blog. You'll own content strategy globally, partnering closely with regional marketing teams to deliver content that supports their strategies—whether that's purely global, globally-adapted, or regionally-specific. You'll work hand-in-hand with Global Channel Teams to ensure content drives measurable business impact across audiences and the funnel, including partnering with Sales Enablement to ensure our sales teams have the content they need to win deals.

This role isn't about incremental improvement. We need someone who can build the strategy, operationalize measurement, scale content efficiently with AI, and raise the quality bar across the board. If you've done this before at a global SaaS company, we'd love to talk.

What you’ll do

Content Strategy

Develop and implement a comprehensive global content strategy aligned with Xero's business objectives and brand positioning, spanning Xero's different audiences—small business owners, accountants, and bookkeepers
Establish a clear content vision and roadmap that supports awareness, acquisition, engagement, retention, and expansion
Create clear swim lanes between global, regionally-adapted, and locally-owned content
Partner with regional teams to ensure content strategy captures and addresses local market needs and nuances
Partner with Customer Growth & Experience to develop a sell-through strategy that drives expansion of Xero across our accounting and bookkeeping partners' books of business

Content Creation

Drive the creation of high-quality, engaging content across multiple formats—articles, blog posts, reports, whitepapers, videos, social, product education, and more
Scale content production through a mix of in-house teams, agency partners, freelance writers, creators and influencers, and industry experts.
Partner with Research and Insights to develop surveys and leverage Xero's proprietary data for compelling storytelling
Identify high-leverage opportunities to use AI for content creation, adaptation, and repurposing—building playbooks that let the team do more with less while maintaining brand voice and quality
Build and manage a bench of trusted expert writers to scale content impact while controlling costs

Content Distribution

Partner with channel owners to lead content distribution strategy across paid, earned, owned, and shared channels
Own channel strategy for the blog and social, including paid distribution strategy for organic social content
Work with the Media team to develop strategic partnerships that amplify content reach and effectiveness
Lead the editorial strategy for Xero's global blog
Establish and maintain a consistent editorial calendar aligned with business priorities and global/regional campaigns
Work closely with Communications to develop content designed to earn media coverage and drive social engagement

Measurement & Reporting

Partner with Data & Analytics to build content performance infrastructure that connects channel metrics to business outcomes
Establish KPIs and reporting mechanisms to track content performance and ROI
Build measurement infrastructure that connects content engagement to actual product usage—not just views and completions
Use data insights to continuously optimize content strategy and execution
Present performance metrics and strategic recommendations to senior leadership

Team Leadership & Budget Management

Lead, mentor, and develop a team of 25-30 across thought leadership, social, product education, and blog
Set quality standards and build calibration into how the team operates—so "excellent" means the same thing everywhere
Foster a culture of creativity, quality, and innovation within the content team
Manage content creation budget effectively, ensuring resources are allocated to high-impact initiatives

Cross-Functional Collaboration

Work closely with regional marketing teams (US, UK, ANZ, Canada, Emerging Markets) to deliver content that supports their strategies
Partner with Performance Marketing and SEO/GEO to ensure content drives measurable impact and aligns with search strategy
Collaborate with Product Marketing to embed claims and customer stories into content across channels
Build strong relationships with Communications to ensure thought leadership earns media coverage
Partner with Sales Enablement to ensure sales teams have the content they need to win competitive deals
Serve as the content authority across the organization, providing guidance to ensure consistency in messaging and voice

Success looks like

Defined and implemented a global content strategy aligned to business outcomes across the full customer journey—from awareness through expansion
Established a thought leadership program that positions Xero as a trusted voice for small businesses and their advisors—earning media coverage and driving engagement
Built a scalable playbook for content creation and reuse across regions
Operationalized AI across content workflows to increase efficiency
Established measurement infrastructure that gives us a clear view of content performance across channels and funnel stages—including the ability to measure content's impact on product utilization
Partnered with Sales Enablement to equip the field with competitive content
Raised the quality bar—with calibration in place so teams know what "excellent" means

What you’ll bring with you

Experience

12+ years in content, brand, or marketing roles, with 5+ years leading global teams
Experience at a large, global B2B SaaS company (e.g., Slack, Salesforce, Shopify, HubSpot, Square, or similar)
Proven track record developing content strategies that drive measurable business results—not just engagement
Track record of building content strategy from the ground up—not just inheriting and optimizing
Experience leading global content initiatives with regional adaptations
Proven ability to work cross-functionally with Sales, Product, Communications, and Data teams

Skills

Excellent writing, editing, and storytelling abilities—you know great content when you see it
Strong point of view on what makes content effective—and how to measure it
Fluency with AI tools for content creation and scaling
Experience leveraging proprietary data and research to create compelling narratives
Strong stakeholder management and collaboration skills
Comfort with ambiguity; ability to build structure where none exists

Nice to Have

Experience in SMB-focused businesses
Background in financial services, fintech, or accounting software
Background in journalism
Understanding of SEO and content marketing best practices

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