Growth Marketing Manager

4 weeks ago

Wellington, Wellington, New Zealand Xero Full time

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.

About the team:

Our partnership ecosystem is a key strategic asset to Xero, and one of the largest marketplaces for business apps in the world. It connects millions of small business customers and their advisors to over 1000 app partners and financial services in the Xero App Store, and tens of thousands of users of the Xero API who build value added integrations on the Xero platform.

The Ecosystem Growth team includes a group of platform and growth marketers responsible for growing both sides of our partnership ecosystem; increasing awareness of the Xero platform value prop, resulting in the attraction of more integrations into the Xero ecosystem, and generating greater demand from our customers to adopt these solutions.

About the role:

This is an incredible opportunity to contribute to the growth of Xero's platform business. Balancing strategic and operational requirements, you will work with a high performing team to develop and execute the Ecosystem growth strategy - utilising digital, content, brand and product initiatives.

As Growth Marketing Manager, you will play a key role in increasing the adoption of third party partnerships, apps and integrations by our small business and advisor (accountant and bookkeeper) customers, enabling them to extend Xero to solve a greater number of their job-to-be-done, and enabling the growth of the Xero customer base by leveraging our partnership ecosystem to drive customer acquisition.

Reporting to the Head of Growth, you will lead and execute on channel partnership marketing activities, product led growth and adoption initiatives to deliver Ecosystem targets, with the ability to analyse and interpret performance metrics, customer and behavioural data and competitive insights to identify opportunities, prioritise activity and inform your plans.

You will be a strategic thinker who can balance creativity with data-driven decision-making and possess strong relationship-building skills to effectively collaborate with both internal teams and external partners.

Motivated by growth outcomes, you have an urgency to deliver measurable plans at pace, with an approach to test, learn and optimise. You will champion ecosystem partnerships, and will collaborate with product leaders, product marketing, global partnership and GTM teams, and other stakeholders, to understand needs and opportunities as you develop and execute your plan.

We're looking for this person to be based in New Zealand (either hybrid or work from home).

What you'll bring to the role:

  • 5+ years relevant strategic marketing experience with a B2B focus; partnership marketing experience is a plus.
  • Strong project management skills with a track record of organising and executing partner marketing campaigns alongside partners.
  • Deep marketing and funnel optimisation experience.
  • Proven experience executing effective marketing strategy, audience segmentation, campaigns and messaging.
  • A solid track record developing and executing effective acquisition campaigns utilising digital channels (paid media, organic, social, email), as well as offline and traditional media channels.
  • Track record of delivering results in a fast-paced and highly ambiguous work environment.
  • Experience working cross functionally in teams spanning departments or geographies.
  • Experience with marketing automation, CRM and business software - Salesforce Marketing Cloud a bonus.
  • Experience with analytics tools such as Google Analytics and Mixpanel.
  • Experience in SaaS or high-growth tech business is highly sought after.

What you'll do:

  • Execute the ecosystem growth marketing strategy in collaboration with key stakeholders ensuring alignment to business objectives. Including but not limited to:
  1. Tiered channel partnership marketing activities and operational programs to ensure alignment, visibility and effectiveness.
  2. Roadmap of full-funnel, growth initiatives to drive awareness and acquisition.
  3. Targeted cross-sell programs.
  4. Always on digital demand gen utilising a variety of paid, organic and owned channels and backed by an effective content marketing strategy.
  5. Event, webinar and partnership opportunities.
  6. Ecosystem partner education and enablement for advisors, sales teams and SMBs.
  7. Customer data and research to inform marketing strategy.
  8. Ensure alignment with regional priorities and global marketing teams, coordinating execution to maximise efficiency.
  • Collaborate with product, comms, digital, regional GTM and product marketing teams to co-design and deliver targeted initiatives to drive channel partnerships and grow awareness of the Xero App Store, promote apps and integrations and grow app subscriptions.
  • Collaborate with Platform Marketing, Head Of Growth, Senior Growth Manager and Partnerships to deliver channel acquisition programs.
  • Monitor and report on funnel performance metrics, with regular updates to the Head of Growth, ecosystem leadership and other key stakeholders.
  • Foster a culture of data-driven decision making and customer-first thinking ensuring all marketing activity is benchmarked, measured and optimised.
  • Manage and operationalise a multichannel marketing budget to deliver targets.
  • Source, brief and manage partnerships/internal creative teams as needed to deliver programs backed by high-performing creative.
  • Cultivate a safe, fun, results-driven culture of collaboration and knowledge sharing - mentoring other team members to deliver successfully on their programs of work.

Why Xero?

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, free medical insurance, wellbeing and sports programmes, employee resource groups, 26 weeks of paid parental leave for primary caregivers, an Employee Share Plan, beautiful offices, flexible working, career development, and many other benefits that reflect our human value, you'll do the best work of your life at Xero.

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