SVP Product Marketing

About Xero Xero is a global cloud accounting platform built for small businesses and the accountants and bookkeepers who serve them. With nearly 5 million subscribers across 180 countries — including the UK, Australia, the US, and beyond — we're on a mission to make life better for people in small business. Our platform sits at the intersection of financial services, AI, and everyday business operations, and we're investing significantly in the next chapter of growth. The Opportunity Product Marketing at Xero is one of the most complex and consequential PMM remits in SaaS. We serve two distinct audiences — small business owners and the accountants and bookkeepers who advise them — across markets where the competitive landscape, customer behaviour, tax legislation, and in many cases the product itself differs meaningfully by region. We're bringing JAX, our AI Finance Partner, to market as a genuinely new category. And we're doing it with a global team that needs to build for scale without losing the local specificity that wins customers. This leader is not only bringing AI products to market — they are redesigning how Product Marketing works in an AI-native company. From how PMM informs product development, to how messaging systems are built, to how content and enablement are produced and optimised globally, this is a function transformation role as much as a GTM leadership role. The SVP of Product Marketing owns the function end-to-end: positioning and messaging, GTM strategy, product launch from beta through utilisation, research, competitive intelligence, and sales and partner enablement. You'll lead a team of ~30 across global and regional PMMs — the primary bridge between Product and Growth, embedded upstream with our CPTO and Product EGMs and deeply partnered with regional marketing leads, Customer Growth & Experience, and our commercial teams. This is not a role where global templates get pushed down to regions. It's a role where you and your team genuinely understand what's different in each market — and build the strategy to win there. What You'll Do Set the strategic direction for PMM - Own global positioning, messaging architecture, and audience CVP across SB and AB segments — establishing a clear global position while partnering with regional teams to articulate what sets Xero apart in each market. Competitive context, customer need, and product differentiation will vary; the positioning architecture must reflect that. - Lead the PMM function's transition to an AI-native operating model — a structured data foundation of positioning, claims, proof points, and performance data, plus AI-native content workflows, with humans setting and holding the craft bar. Move from bespoke asset creation to modular content systems, rapid testing, and editorial governance at scale. - Lead Xero's AI narrative — working with Product to translate JAX's capabilities into positioning that is compelling to existing customers and prospects, building Xero's credibility in AI without outrunning the product reality. - Lead research as a core PMM discipline — message testing, competitive intelligence, voice-of-customer — ensuring positioning and GTM decisions are grounded in evidence, not assumption. - Own value perception, pricing comms, and product adoption strategy — going well beyond launch announcements to drive measurable lift in utilisation. Working closely with the pricing and packaging team, lead commercialisation strategy for key launches including promotions, incentives, audience cohorting, and sales motions. - Partner upstream with Product Leadership to shape roadmap strategy and framing, not just react to releases. Lead PMM's role in AI-era product development — ensuring customer insight, category framing, monetisation hypotheses, and adoption signals shape what gets built. Quarterback launches with rigour and speed - Lead our product launch and GTM process end-to-end — from positioning and beta messaging through GA launch and int…