How you’ll make an impact:
As a Product Marketing Manager for Signup and Onboarding, you will play a pivotal role in guiding small businesses through their most critical moments with Xero: when they are trying out and using the platform for the first time. We are looking for a great candidate who is customer-focused, experienced with onboarding, product-led-growth (PLG) or lifecycle marketing motions, and able to stakeholders to achieve meaningful results.
This is an exciting new opportunity to own Xero’s first moments of truth, and to help small businesses get the most out of Xero as quickly as possible. By gaining a deep understanding of onboarding business’ customer journeys, you will craft unique messaging, refine our signup and onboarding go-to-market strategy, plan product releases, and influence how we merchandise our products to make sure that the customer picks the product that’s best for them.
What you'll do:
- Drive quantitative and qualitative research into small business’ onboarding experience in Xero to inform positioning, go-to-market strategy, and product planning
- Work with product and GTM teams to identify opportunities in the signup and first 90 days of a new customer’s experience, and develop holistic strategies to address them
- Identify and work cross-functionally to implement new merchandising opportunities pre-sign up, with the goal of improving customer acquisition, retention, and revenue metrics
- Develop and maintain customer-centric value propositions and ready to use messaging for target customers
- Identify most compelling evidence to back up CVPs Bring CVPs to life by creating internal messaging frameworks
- Organise go-to-market plans for Xero onboarding experience globally, including launch strategies, onboarding experiments, adoption and lifecycle initiatives, and product releases
- Collaborate closely with regional and channel partners to ensure successful deployment
- Influence complex GTM work streams, building rapport with stakeholders across functions to gain buy-in and prioritise objectives
- Proactively identify opportunities to grow adoption by actively staying across research, performance analytics, and feedback from market-facing teams
- Act as a small business onboarding specialist globally, enabling internal teams to leverage it as a powerful channel for customer engagement and revenue growth
- Partner closely with product management to construct and execute tests that will inform enhancements to small businesses’ onboarding experience.
What you'll bring with you:
- 3+ years in product marketing or related roles
- Experience working across timezones and functions
- Experience with PLG, lifecycle, onboarding, or merchandising strategies
- Experience leveraging in-product communication tools like Intercom or Pendo to drive business outcomes
- Experience in applying product marketing best practices and frameworks
- Ability to craft compelling messaging that connects and converts target customers
- Ability to work independently, thrive in fast-paced environments and manage ambiguity
- Business acumen and a data-driven approach to decision-making
- Excellent verbal and written communication skills
- Proactive mindset with a “roll-up-your-sleeves” attitude