Head of Brand

2 weeks ago

Auckland City, New Zealand Xero Full time

Xero is a beautiful, easy-to-use platform that helps small businesses and their accounting and bookkeeping advisors grow and thrive.

At Xero, our purpose is to make life better for people in small business, their advisors, and communities around the world. This purpose sits at the centre of everything we do. We support our people to do the best work of their lives so that they can help small businesses succeed through better tools, information and connections. Because when they succeed they make a difference, and when millions of small businesses are making a difference, the world is a more beautiful place.

**About the role**:
As the Head of Brand for the APAC region, you’ll be playing a crucial role in driving Xero’s brand vision and accelerating Xero’s brand performance across both Direct and Partner channels in New Zealand, Australia and Asia.

Reporting directly to the APAC Marketing Director, you will champion creative marketing, brand activations and media initiatives to drive performance in core brand metrics, engagement and advocacy among small businesses, their advisors (accountants and bookkeepers) and other partners (apps & services). Additionally you will ensure consistent and correct expression of the Xero brand across the APAC region.

With a particular focus on brand activation, expression and market channel strategy you will work in regular collaboration with marketing & communications leads across New Zealand, Australia and Asia as well as with global marketing functions across creative, insights, performance & digital.

This role will work with others in Xero’s brand team to balance both strategic focus with tactical campaign activation, maximising effectiveness through data informed targeting and measurement. You’ll be both creative and data-savvy, commercially astute and apt at working with a variety of internal and external stakeholders to achieve shared outcomes.

**Your core areas of responsibility to drive accelerated brand and revenue growth for Xero in the APAC region, include**:

- Driving the Xero brand forward by translating brand strategy to market execution across all customer and prospect touchpoints
- Leading the APAC region brand planning and overseeing the effective delivery of brand activation and experiences across bought, owned and earned media
- Actively contribute to and support global brand program, platform and deliverables
- Support country marketing leads to deliver in-market activity roadmaps and monitoring and maintaining accountability to relevant campaign performance forecast targets (PIRs)
- Maintaining a complex marketing, events and media schedule and effectively managing resource dependencies (including budget, team, agency and Hub hours)
- Work deeply with Customer & Market Insights teams to understand, bring to life and share Xero’s brand insights to ensure all functions within Xero APAC understand their role in growing Xero’s brand
- Leading and inspiring cross country working groups to identify and leverage opportunities to align, scale and drive efficiency in brand growth activities
- Creating a culture and process of customer-led big picture thinking and data-driven decisioning
- Inform regional channel mix (through media agency) and align on budget allocation
- Develop, maintain and drive usage of core brand frameworks, templates and playbooks to ensure we enable our marketing teams across New Zealand, Australian and Asia have the knowledge tools and support to deliver brand growth
- Coach, mentor and lead other members of the APAC marketing team
- Effectively manage the performance conversations across APAC marketing with a focus on investment, performance and ROI of brand growth activity

**What you'll bring with you**:

- You’re a progressive, highly competent brand marketer that consistently strives for evolution, iteration and performance
- 10+ years of marketing expertise, with specific experience in brand growth
- Ability to analyse, interpret and compare outcomes, insights and data to identify opportunities to scale effectively across borders and audiences
- You will have the ability to build rapport and trust with cross-functional, cross-country and global teams of all backgrounds and expertise
- You will possess a strong commercial acumen and ability to translate brand strategy into effective and efficient execution and activation
- An appreciation for a consistent, persistent approach to building brand effectively in line with the business context
- Proven experience in the creation and development of effective campaigns, activations
- Solid experience in all aspects of media planning, buying and negotiation Experience in negotiating strategic partnerships and solutions
- Experience working with Creative and Media agencies to deliver effective outcomes
- Ability to analyse, interpret and compare outcomes, market research, trends and data to identify opportunities to scale effectively across borders and audiences
- Bachel

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