Develop and execute inbound marketing campaigns to generate leads for Xero. Collaborate cross-functionally and optimize strategies based on performance data.
Our Purpose
At Xero, we’re here to help you supercharge your business. We do this by automating routine tasks, surfacing actionable insights and connecting businesses with the right data, advisors and apps. When that happens, we’re not only making life better for small business, we’ll be building a stronger economy that can change the world.
How you’ll make an impact
Reporting to the Global Head of Partner Marketing - Acquisition, you will be responsible for developing campaigns that deliver high intent leads to Xero. You will work cross-functionally with teams across multiple markets, including Sales, Regional Marketing, Performance, Lifecycle & CRM, Product Marketing, Social, Creative, and Events teams, and utilise product and market subject matter experts to launch campaigns that deliver against global targets.
You will be responsible for delivering the Inbound lead target, and will utilise new channels and capabilities, market events, compliance changes, product innovations and CVP and messaging optimisation to do so.
What you’ll do
- Create AB partner acquisition campaign strategies
- Devise holistic, multi-channel AB acquisition strategies and processes across multiple markets
- Lead Inbound elements of global campaign strategy and alignment across teams (product marketing, regional marketing, global performance, strategy, operations)
- Collect input from key stakeholders across Xero to identify opportunities to acquire new AB partners (through new capabilities, market events, product innovations) and gaps in regional segments (for example MTD audiences in the UK)
- Connect global campaigns to business priorities and regional targets
- Develop campaigns, own briefing and some execution
- Working alongside market subject matter experts, implement highly personalised and targeted marketing campaigns for key segments.
- Brief service and support teams to deliver assets, journeys
- Brief content and creative and support ideation
- Collaborate with content teams to create compelling and personalised content for target segments.
- Briefing of landing page and campaign page
- Work with creative teams to create appropriate digital creatives
- Support Creative Optimisation team with the development of a backlog of compelling messages to test / optimise
- Launch activity across new channels and embed initiatives
- Launch activity across (non-paid media) channels, for example: Direct Mail, Content Syndication
- Help launch, embed and optimise new initiatives, for example: AB Onboarding, MaaS (Migration as a Service), Book a Demo, Virtual SDR, Partner Trial, Data Enrichment
- Apply your subject matter expertise
- Act as subject matter experts for Inbound Sales Motion, for example audience segments, lead definitions, lead routing and scoring recommendations, channel mix, journey improvements
- Act as the Inbound Acquisition subject matter experts, supporting Global Head of Partner Marketing - Acquisition with regional LT / Sales queries
- Drive performance through Sales Team engagement
- Work closely with sales teams to monitor, understand and optimise performance
- Work with Sales enablement to embed new campaigns and ways of working
- Forecast and measure impact and recommend campaign improvements
- Forecasting campaign performance / expectations
- Establish and monitor KPIs to measure the success of campaigns
- Transform reporting on campaign performance into insights for continuous improvement
- Deliver increased campaign efficiency across markets
- Develop and refine processes and ways of working to deliver increased efficiency.
- Incorporate regionalised messaging and calls to action into a global inbound acquisition process
- Support prioritisation of activity across markets
Success looks like
- A highly measurable and effective global Inbound Marketing programme
- Targets for Marketing Qualified Leads (MQLs) and New Active Partners met in regions
- A smooth working rhythm established with Regional Marketing team, Customer Engagement, Content Marketing, Sales Ops, Martech and Performance Marketing
What you’ll bring with you
- Track record of strong impact / revenue growth
- Worked in global marketing function and high growth, competitive environment
- Experience working cross-functionally across multiple time zones
- Deep analytical, data-first mindset
- Knowledge of marketing and sales tech and lead management processes
- Growth mindset
- Commercial focus and ability to calculate and articulate ROI
- Ability to build collaborative relationships remotely and across timezones
- Strong communication skills
Why Xero?
Diversity of people brings diversity of thought, and we like that. Our human-first culture of respect, fairness, and inclusion is what helps Xeros thrive and work and beyond. Offering very generous paid leave to use however you’d like (plus statutory holidays!), dedicated paid leave to care for your physical and mental wellbeing as well as an Employee Assistance Program to access mental health care for you and your family, employee resource groups, wellbeing programming and allowances, medical, dental, vision, and disability insurance, fertility and family forming financial support, 401k contribution matching, 26 weeks of paid parental leave for primary caregivers, an Employee Share Plan, beautiful offices with snacks and break areas, flexible working, career development and many other benefits that reflect our human value, you’ll do the best work of your life at Xero.
Research has shown that women and underrepresented groups are less likely to apply to jobs unless they meet every single competency or experience. If you are excited about this role, but your past experience doesn't align perfectly, we encourage you to apply anyway. You could be just the right person for this role and Xero. If you have any support or access requirements, we encourage you to advise us at time of application and throughout the interview process.
Top Skills
CRM
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