xero - VP of Global Content

• 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