We are looking for a vp/gm of content to lead a global team of 25‑30 across thought leadership, social, product education, and blog. The role will set strategy, raise quality, operationalise ai and measurement across the function.
what makes this opportunity interesting
* real scope: content that spans small business owners, accountants, and bookkeepers across 8 markets.
* real data: xero has proprietary insights about how small businesses actually run, providing valuable source material for content leaders.
* real ambiguity: build strategy, define swim lanes between global and regional efforts, and create measurement infrastructure that connects content to product utilization, not just views.
who we’re looking for: 12+ years in content, brand, or marketing roles; 5+ years of leading global teams; experience at a large saas company; proven track record of building content strategy from the ground up; strong ai fluency; and the ability to work cross‑functionally with sales, product, communications, and data teams.
about the role
xero is looking for a vp/gm of content to lead our global content function. You'll own content strategy globally, partner 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.
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 optimise 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.
* operationalised ai across content workflows to increase efficiency.
* established measurement infrastructure that gives a clear view of content performance across channels and funnel stages—including the ability to measure content's impact on product utilisation.
* 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).
* 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 optimising.
* 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.
rewards
* employee share plan (esp): own a portion of xero shares; shares are typically offered in july and, for new employees, pro‑rated based on start date.
* medical insurance: xero provides exceptional coverage in all regions; some regions have a fully subsidised option.
* retirement: competitive retirement plan options with a matching contribution from xero.
* life insurance: coverage equals the employee’s base annual salary.
wellbeing
* flexible working is the way we do things.
* employee assistance programs (eap): access free, confidential support for you and your family.
* modern health: a free benefit and our global eap for employees and immediate family members, including coaching and counselling sessions.
* mentorloop: every employee has access to mentorfind.platform for finding a mentor.
* local wellbeing programs: new wellbeing programs and activities are offered regularly in each region.
leave
* annual leave: 20+ days a year.
* wellbeing leave: 10+ days a year, pro‑rated based on start date.
* xtra leave: five days a year to use whenever and however.
* parental leave: 26 weeks paid leave with top‑ups, up to 100%; partner leave: 6 weeks paid leave in baby’s first year.
* holiday leave: three extra days over year‑end shutdown.
* lifestyle leave: purchase additional time off, spread the cost over the year.
* community connect: one paid day per year for volunteering.
xero
* xero subscription: use xero’s accounting software for personal or side‑gig use.
* xero rewards: access to retail discounts, restaurants, holidays, and products.
* global impact: work for a company in 9 countries with 23 offices.
* environmentally conscious: xero is carbon neutral and committed to sustainability.
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