VP of Global Content

Our Purpose

At Xero, we’re here to supercharge small businesses. By making small business more efficient every day, connecting them with big business technology and empowering a community behind them, their potential is limitless. When that happens, we’re not only helping small business, we’ll be building a stronger economy that can change the world.

About The Role

Xero is looking for a VP/GM of Content to lead our global content function. You'll lead a team of 25-30 people spanning thought leadership, social, product education, and blog. You'll own content strategy globally, partnering closely with regional marketing teams to deliver content that supports their strategies—whether that's purely global, globally-adapted, or regionally-specific. You'll work hand-in-hand with Global Channel Teams to ensure content drives measurable business impact across audiences and the funnel, including partnering with Sales Enablement to ensure our sales teams have the content they need to win deals.

This role isn't about incremental improvement. We need someone who can build the strategy, operationalize measurement, scale content efficiently with AI, and raise the quality bar across the board. If you've done this before at a global SaaS company, we'd love to talk.

What You’ll Do

Content Strategy

• Develop and implement a comprehensive global content strategy aligned with Xero's business objectives and brand positioning, spanning Xero's different audiences—small business owners, accountants, and bookkeepers
• Establish a clear content vision and roadmap that supports awareness, acquisition, engagement, retention, and expansion
• Create clear swim lanes between global, regionally-adapted, and locally-owned content
• Partner with regional teams to ensure content strategy captures and addresses local market needs and nuances
• Partner with Customer Growth \& Experience to develop a sell-through strategy that drives expansion of Xero across our accounting and bookkeeping partners' books of business

Content Creation

• Drive the creation of high-quality, engaging content across multiple formats—articles, blog posts, reports, whitepapers, videos, social, product education, and more
• Scale content production through a mix of in-house teams, agency partners, freelance writers, creators and influencers, and industry experts.
• Partner with Research and Insights to develop surveys and leverage Xero's proprietary data for compelling storytelling
• Identify high-leverage opportunities to use AI for content creation, adaptation, and repurposing—building playbooks that let the team do more with less while maintaining brand voice and quality
• Build and manage a bench of trusted expert writers to scale content impact while controlling costs

Content Distribution

• Partner with channel owners to lead content distribution strategy across paid, earned, owned, and shared channels
• Own channel strategy for the blog and social, including paid distribution strategy for organic social content
• Work with the Media team to develop strategic partnerships that amplify content reach and effectiveness
• Lead the editorial strategy for Xero's global blog
• Establish and maintain a consistent editorial calendar aligned with business priorities and global/regional campaigns
• Work closely with Communications to develop content designed to earn media coverage and drive social engagement

Measurement \& Reporting

• Partner with Data \& Analytics to build content performance infrastructure that connects channel metrics to business outcomes
• Establish KPIs and reporting mechanisms to track content performance and ROI
• Build measurement infrastructure that connects content engagement to actual product usage—not just views and completions
• Use data insights to continuously optimize content strategy and execution
• Present performance metrics and strategic recommendations to senior leadership

Team Leadership \& Budget Management

• Lead, mentor, and develop a team of 25-30 across thought leadership, social, product education, and blog
• Set quality standards and build calibration into how the team operates—so "excellent" means the same thing everywhere
• Foster a culture of creativity, quality, and innovation within the content team
• Manage content creation budget effectively, ensuring resources are allocated to high-impact initiatives

Cross-Functional Collaboration

• Work closely with regional marketing teams (US, UK, ANZ, Canada, Emerging Markets) to deliver content that supports their strategies
• Partner with Performance Marketing and SEO/GEO to ensure content drives measurable impact and aligns with search strategy
• Collaborate with Product Marketing to embed claims and customer stories into content across channels
• Build strong relationships with Communications to ensure thought leadership earns media coverage
• Partner with Sales Enablement to ensure sales teams have the content they need to win competitive deals
• Serve as the content authority across the organization, providing guidance to ensure consistency in messaging and voice

Success looks like

• Defined and implemented a global content strategy aligned to business outcomes across the full customer journey—from awareness through expansion
• Established a thought leadership program that positions Xero as a trusted voice for small businesses and their advisors—earning media coverage and driving engagement
• Built a scalable playbook for content creation and reuse across regions
• Operationalized AI across content workflows to increase efficiency
• Established measurement infrastructure that gives us a clear view of content performance across channels and funnel stages—including the ability to measure content's impact on product utilization
• Partnered with Sales Enablement to equip the field with competitive content
• Raised the quality bar—with calibration in place so teams know what "excellent" means

Experience

What you’ll bring with you

• 12\+ years in content, brand, or marketing roles, with 5\+ years leading global teams
• Experience at a large, global B2B SaaS company (e.g., Slack, Salesforce, Shopify, HubSpot, Square, or similar)
• Proven track record developing content strategies that drive measurable business results—not just engagement
• Track record of building content strategy from the ground up—not just inheriting and optimizing
• Experience leading global content initiatives with regional adaptations
• Proven ability to work cross-functionally with Sales, Product, Communications, and Data teams

Skills

• Excellent writing, editing, and storytelling abilities—you know great content when you see it
• Strong point of view on what makes content effective—and how to measure it
• Fluency with AI tools for content creation and scaling
• Experience leveraging proprietary data and research to create compelling narratives
• Strong stakeholder management and collaboration skills
• Comfort with ambiguity; ability to build structure where none exists

Nice to Have

• Experience in SMB-focused businesses
• Background in financial services, fintech, or accounting software
• Background in journalism
• Understanding of SEO and content marketing best practices