VP of Global Content

I'm hiring a VP/GM of Content at Xero.

This is a builder's role where you will lead a global team of 25-30 across thought leadership, social, product education, and blog. The mandate includes setting the strategy, raising the quality bar, and operationalizing AI and measurement across the function.

What makes this opportunity interesting:

→ Real scope: Content that spans small business owners, accountants, and bookkeepers across 8 markets.
→ Real data: Xero has proprietary insights about how small businesses actually run, providing valuable source material for content leaders.
→ Real ambiguity: This role involves building the strategy, defining the swim lanes between global and regional efforts, and creating the measurement infrastructure that connects content to product utilization, not just views.

Who I'm looking for: 12+ years in content, 5+ years leading global teams, with experience at a SaaS company. You should have built something from the ground up before and possess a strong point of view on what makes content effective and how to prove its impact. Fluency with AI and insights on its applications are essential.

If this sounds like your next chapter or someone in your network, please DM me or apply directly here:

Posted by: Meg Ciarallo

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The Role

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

What you’ll bring with you

Experience

• 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 

Welcome to life inside Xero — where we're building the future of small business around the world.

No matter where you join us from, you’ll find a team that balances global impact and high performance with genuine flexibility, ensuring you have the space to be your best and supercharge your career.

How we hire

We know interviews can be a bit nerve-wracking. So we've laid out what to expect, how to prepare, and what to expect through the process. 

Connect with our talent team

You’ll connect with our talent team for the initial screen via Google Meet. This call will go over your background, experience, and career goals, as well as what to expect in the process and any questions you may have. We’re focused on finding folks who not only have the right skills, but also align with our values and dynamic way of working.

Show us your skills

In this interview(s) we want to learn more about your job skills and domain expertise. Anticipate a case study, a tech exercise, a portfolio review, and/or time with your team to dive into role related activities. Don't worry, no matter the role we'll make sure you're prepared to put your best foot forward!

Values in action

We want to hear how you demonstrate and connect with our values and the future of work at Xero. Be prepared to share examples of how you drive results (we make it happen) and work cross-functionally and focus on the “customer” (we make it beautiful). You’ll be meeting with your potential new team so it’s a great opportunity to ask any questions you may have, too.

LEADership Interview (people leaders only)

For people leaders, our interviews focus on our four LEAD principles: 1) Lead with vision 2) Elevate capability 3) Act like an owner 4) Distill and solve problems

Decision and offer

Once you've connected with the team and manager, and everyone (including you!) agree we've found the best fit, we'll move to offer.

Supporting Xeros to thrive

From flexible working and wellbeing support to professional growth and meaningful perks, we help you do your best work, and feel great doing it.

Rewards

Employee Share Plan (ESP): Own a small portion of Xero through the employee share plan (ESP). Each year, every Xero receives a percentage of their base salary in Xero shares. The number of shares varies yearly based on salary and share price. Shares are typically offered in July and, for new employees, they’re pro-rated depending on start date.

Medical insurance: Xeros in all regions can expect exceptional medical insurance coverage provided by Xero. Many regions even have a fully subsidised option for eligible Xeros.

Retirement: Competitive retirement plan options with a matching contribution from Xero.

Life insurance: Life insurance coverage is provided to Xeros with a minimum coverage amount equivalent to their base annual salary.

Wellbeing

Flexible working is not just a nice to have at Xero, itʼs the way we do things.

Employee Assistance Programs (EAP): Access free, confidential support for you and your family as part of our wellbeing program.

Modern Health: A free benefit, and our global EAP, for Xero employees and immediate family members to support and promote the wellbeing of Xeros and their families as part of our global wellbeing strategy. This service includes six coaching and six counselling sessions plus access to unique work life services that are available globally.

Mentorloop: Every Xero has access to Mentorloop, our platform for finding a mentor.

Local wellbeing programs: New wellbeing programs and activities are offered regularly in each region.

Leave

Annual leave: 20+ days a year

Wellbeing leave: 10+ days a year, pro-rated based on start date

Xtra leave: Five days a year to use whenever and however

Parental leave: 26 weeks paid leave with top-ups, up to 100%, Partner leave: 6 weeks paid leave in baby’s first year

Holiday leave: Three extra days over year-end shutdown (it's on the house!)

Lifestyle leave: Purchase additional time off, spread the cost over the year

Community Connect: One paid day per year for volunteering

Xero

Xero subscription: Use our beautiful easy-to-use accounting software for your side gig or personal finances.

Xero rewards: Gain access to an array of retail discounts including stores, restaurants, holidays and products.

Global impact: Work for a company that’s in 9 countries and has 23 offices.

Environmentally conscious: Xero is certified carbon neutral and committed to supporting our customers, partners and their communities to become more sustainable.