Lead Xero’s global content strategy to enhance brand voice and support business objectives while overseeing a team of content specialists and collaborating cross-functionally.
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.
The Director of Content Strategy will lead Xero's global content vision, developing and executing strategies that strengthen our brand voice, support our business objectives, and deliver compelling thought leadership that resonates with our target audiences. This leader will oversee a unified approach to content that spans regions and channels, ensuring consistency while respecting regional nuances. Reporting to the SVP of Marketing Communications, this role will lead a team of content specialists and partner closely with teams in Regional Marketing, SEO, Education, Communications, and other key stakeholders across the organization.
Strategic Leadership:
- Develop and implement a comprehensive global content strategy aligned with Xero's business objectives and brand positioning
- Establish a clear content vision and roadmap that supports customer acquisition, engagement, and retention across the full marketing funnel
- Lead the development of breakthrough thought leadership content against key business pillars for both small businesses and accounting and bookkeeping partners
- Partner with regional teams to ensure content strategy captures and addresses local market needs and nuances
- Collaborate with cross-functional teams (SEO, Product Marketing, Education, Communications, etc.) to create a cohesive content ecosystem
Content Development & Distribution:
- Drive the creation of high-quality, engaging content across multiple formats (articles, blog posts, reports, whitepapers, videos, etc.)
- Partner closely with customer research team to develop surveys and leverage Xero's proprietary data for compelling storytelling
- Build and manage a bench of trusted expert writers to scale content impact while controlling costs
- Partner with channel owners to lead content distribution strategy across paid, earned, owned, and shared channels
- Partner with Media Team to develop strategic partnerships to amplify content reach and effectiveness
- Lead the editorial strategy for Xero's global blog
- Establish and maintain a consistent editorial calendar that aligns with business priorities as well as global and regional marketing campaigns
Team Leadership & Budget Management:
- Lead, mentor, and develop a team of 3 direct reports: Blog Manager, Head of Mid-Funnel Content, and Head of Content and Campaigns
- Manage content creation budget effectively, ensuring resources are allocated to high-impact initiatives
- Collaborate with regional teams and channel owners on content distribution budgets
- Foster a culture of creativity, quality, and innovation within the content team
Measurement & Optimization:
- Partner with Data & Analytics team to develop comprehensive content measurement framework
- Establish KPIs and reporting mechanisms to track content performance and ROI
- Use data insights to continuously optimize content strategy and execution
- Present performance metrics and strategic recommendations to senior leadership
Cross-Functional Collaboration:
- Work closely with regional and global communications teams to develop thought leadership content against key pillars for small businesses and accounting/bookkeeping partners. Content should be developed to be pitched to and covered by the media to position Xero as a thought leader and customer advocate
- Serve as the content authority across the organization, providing guidance to ensure consistency in messaging and voice
- Collaborate closely with brand, social, communications, and product marketing teams
- Partner with regional marketing leaders to ensure content strategy meets diverse market needs
- Work with SEO team to align content with search strategy and drive organic visibility
Required Experience & Skills:
- 10+ years of content strategy and marketing experience, with at least 5 years in leadership roles
- Proven track record developing successful B2B and/or SaaS content strategies that drive measurable business results
- Experience leading global content initiatives with regional adaptations
- Excellent writing, editing, and storytelling abilities. Background in journalism is a plus.
- Experience leveraging proprietary data and research to create compelling narratives
- Strong stakeholder management and collaboration skills
- Bachelor's degree in Marketing, Communications, Journalism, or related field
Preferred Qualifications:
- Experience in the accounting, financial services, or small business software space
- Understanding of SEO and content marketing best practices
- Experience with content management systems and marketing automation platforms
- Knowledge of global content distribution channels and strategies
- Experience developing content for different stages of the customer journey
Personal Attributes:
- Strategic thinker with ability to translate business objectives into effective content strategies
- Creative problem-solver who can balance innovation with practical execution
- Excellent communicator and collaborator who can work effectively across functions and regions
- Results-oriented with strong project management skills
- Adaptable leader comfortable operating in a fast-paced, evolving environment
What We Offer:
- Opportunity to shape the global content strategy for a leading SaaS company
- Collaborative and innovative work environment
- Competitive compensation and benefits package
- Career development and growth opportunities
- Flexible working arrangements
- Being part of a company that makes a real difference for small businesses globally
Xero is an equal opportunity employer committed to fostering an inclusive and diverse workplace. We welcome applications from candidates of all backgrounds who are passionate about creating meaningful content that drives business results.
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
Content Management Systems
Marketing Automation Platforms
Seo
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