How you’ll make an impact:
We are looking for a customer-obsessed Product Marketing Manager to own the Accountants and Bookkeepers products and features with a focus on how we onboard and grow this segment. In this role, you will be an SME and champion for these products delighting and delivering significant value to our vitally important partner audience. Your insights will power compelling positioning, messaging, and internal product-specific resources to help our commercial and product teams win more in this critical space.
You’ll sit within a team of product marketers focused on delivering products, experiences, and rewards for this accountants and book keepers. Acting as the connective tissue between these initiatives, you’ll bring it all together—wrapping our value into clear, engaging narratives that resonate with accountants and bookkeepers across our key regions.
What you'll do:
- Develop a deep understanding of accountants and bookkeepers and their product needs through market research, customer interviews, and data analysis
- Conduct in-depth competitive research and market analysis to identify industry trends, benchmark product positioning, and uncover opportunities for differentiation and growth
- Track and analyse the performance of product marketing initiatives, using insights to iterate and optimise continuously
- Develop and maintain clear, differentiated positioning and messaging that reflects the segment’s needs and aligns with Xero's value. Identify and surface strong claims and proof points to back up messaging
- You will be the primary Product representative on Go-To-Market programs, to ensure we release product efficiently and effectively
- Collaborate with Customer teams to brief product initiatives, agree optimal launch timing and GTM approach, and consult throughout the GTM process to ensure clear guardrails are set when communicating product value externally
- Partner closely with Partner Marketing and GTM teams to increase engagement, acquisition, and share of wallet within the segment
- Align marketing efforts across the broader ecosystem to ensure the full value of Xero’s products and experiences is delivered to this audience
- Create and evolve internal enablement tools—such as product playbooks, messaging frameworks, and audience personas—to support go-to-market success
- Build scalable content and tools (e.g. pitch decks, one-pagers, videos) that enable internal teams and external campaigns
- Act as the voice of the customer in cross-functional discussions across product, experience, rewards, and marketing
- Partner with sales, product, and regional marketing to ensure alignment and adoption of messaging and tools
What you'll bring with you:
- 5+ years in product marketing, segment marketing, or similar roles
- Strong storytelling skills with the proven ability to apply product marketing best practices to create compelling, customer-led narratives
- Demonstrated success building internal enablement tools (e.g., playbooks, messaging frameworks, audience guides)
- Ability to influence and align cross-functional teams, particularly across product, marketing, and regional teams
- Excellent communication skills—both written and verbal—with attention to clarity and audience
- Familiarity or direct experience with the accounting and bookkeeping industry