Content Marketing Manager - Ecosystem (12 month Fixed-Term)



Marketing & Communications
Melbourne VIC, Australia
Posted on Saturday, September 9, 2023
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.
Who we are
Xero’s app partner 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.
Our Ecosystem Marketing & Growth team is a group of growth and partner marketers with an opportunity for a Content Marketing Manager to join the team. We’re looking for someone who is energised by the power of content and the opportunity to shape the customer & partner content strategy for Ecosystem to grow and support Xero’s business platform vision.
How you'll make an impact
As the Content Marketing Manager, you will help grow awareness and adoption of apps and the Xero App Store from our small business and accounting customers, through strategic content creation and distribution across a variety of owned and paid channels. You’ll develop content to help build partner engagement, support developer evangelism, increase product utilisation and inspire partner advocacy.
You’ll be a passionate content writer/producer who understands the role of content across different stages of a digital funnel. Commercially minded, you’ll have proven experience using data to track and optimise the efficacy and conversion of your content, using insights to inform future plans. You will be responsible for developing content directly, and will enable other specialist teams across Xero to create content to meet your objectives with your input and guidance.
Your key mission will be to ensure all ecosystem content is high-value, customer-focussed and is effective at contributing to adoption and engagement objectives.

What you'll do:

  • Develop and deliver end-to-end content strategies that engage partners, and drive awareness and adoption of apps and the Xero App Store,
  • Work closely with ecosystem customer and partner marketing leads to develop and manage a content roadmap.
  • Conduct customer research, competitor and regional analysis, keep up-to-date with industry trends and coordinate keyword research with our SEO lead to inform your plans
  • Create high-quality, engaging content, both directly and indirectly through other Xero teams and contractors, including articles, webpages, blogs, guides, playbooks, case studies, video social media, email and webinars
  • Manage and optimise publishing content across appropriate owned channels, including updating collections and resources on and via a CMS.
  • Create visually appealing and effective content assets through collaboration with the design team and the use of DIY tools such as Canva
  • Set success criteria, and monitor and analyze content performance using data and analytics tools to inform future strategies
  • Ensure best practice in our SEO & content marketing, collect and share insights and create and document new processes to drive content workflow efficiencies.
  • Establish strong collaborative relationships with cross functional teams to identify their needs and ideas, and understand needs of different ecosystem audiences to influence desired outcomes and tailor content accordingly
  • Champion content marketing in the Ecosystem - become the ‘go-to’ for all things customer, developer and partner content and the glue that ensures alignment across multiple teams, functions and stakeholders to deliver on our content roadmap.
  • Support and contribute to broader campaigns, comms and SEO activities
  • Contribute to a fun, rewarding, experimental and results-driven culture that lives and breathes Xero values.

What you'll bring:

  • 5+ years of relevant experience in similar content marketing and/or digital marketing roles
  • Experienced and passionate content writer/producer with the ability to communicate B2B topics in an engaging and accessible way tailored to the audience
  • Exceptional ability to thrive in a highly dynamic, fast-paced environment, switching rapidly from strategy to execution and working through ambiguity with ease
  • Proven experience in the development and delivery of content for SEO and aligned to strategic growth outcomes
  • Adept at gathering information and insights to build and deliver content
  • Enthusiasm for working collaboratively and exceptional at managing diverse stakeholders
  • Self motivated and team oriented; able to work both autonomously and effectively as part of a geographically dispersed team
  • Excellent relationship building and interpersonal skills
  • Good time-management, ability to multitask, critical-thinker and problem-solver
  • Experience in developing channel and customer segment specific content
  • Responsibility for setting and monitoring performance against targets
  • Experience leading content marketing initiatives and/or project management skills
  • Proven experience effectively managing and collaborating with stakeholders across teams/regions
  • Familiar with analytics tools such as Google Analytics and Mixpanel and business tools such as Salesforce, Canva
  • Experience in a marketplace, SaaS or high-growth tech business is advantageous.
At Xero we support many types of flexible working arrangements that allow you to balance your work, your life and your passions. We offer a great remuneration package including shares plus a range of leave options to suit your well-being. Our work environment encourages continuous improvement and career development and you’ll get to work with the latest technology.
Why Xero?
At Xero we support many types of flexible working arrangements that allow you to balance your work, your life and your passions. We offer a great remuneration package including shares plus a range of leave options to suit your well-being. Our work environment encourages continuous improvement and career development and you’ll get to work with the latest technology.
Our collaborative and inclusive culture is one we’re immensely proud of. We know that a diverse workforce is a strength that enables businesses, including ours, to better understand and serve customers, attract top talent and innovate successfully. We are a member of Pride in Diversity, in recognition of our inclusive workplace. Our goal is to make sure you feel welcome and supported to do the best work of your life.
At Xero we embrace diversity and inclusion and value a #challenge mindset. Research has shown that women and underrepresented groups are less likely to apply to jobs unless they meet every single competency or experience . If you are excited about this role, but your past experience doesn't align perfectly, we encourage you to apply anyway. You could be just the right person for this role and Xero. If you have any support or access requirements, we encourage you to advise us at time of application and throughout the interview process.