Develop and implement a comprehensive global content strategy aligned with Xero's business objectives and brand positioning
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
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
Build and manage a bench of trusted expert writers to scale content impact while controlling costs
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
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
Lead, mentor, and develop a team of 25-30 across thought leadership, social, product education, and blog

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

VP of Global Content

Key skills