Director, Content Marketing Strategy

Summary

Join Xero as the Director of Content Strategy and lead the global content vision, developing and executing strategies that strengthen the brand voice, support business objectives, and deliver compelling thought leadership. Oversee a unified content approach across regions and channels, ensuring consistency while respecting regional nuances. Lead a team of content specialists and collaborate with various teams across the organization. Develop and implement a comprehensive global content strategy aligned with Xero's business objectives and brand positioning. Drive the creation of high-quality, engaging content across multiple formats and manage the content creation budget effectively. Partner with the Data & Analytics team to develop a comprehensive content measurement framework and present performance metrics to senior leadership. Collaborate closely with regional and global communications teams to develop thought leadership content and serve as the content authority across the organization.

Requirements

• 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

Responsibilities

• 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
• 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
• 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
• 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
• 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

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

Benefits

• 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
• $195,000 - $244,800 a year
• 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