Product Marketing Manager - Accountant & Bookkeeper Segment - Xero

Job Title: Product Marketing Manager - Accountant & Bookkeeper Segment
Job Location: Sydney, AU
Job Listing URL: https://jobs.lever.co/xero/5db722dd-bb12-4ff9-ae68-554a94d3e750
Job Description: Our Purpose
At Xero, we’re here to help you supercharge your business. We do this by automating routine tasks, surfacing actionable insights and connecting businesses with the right data, advisors and apps. When that happens, we’re not only making life better for small business, we’ll be building a stronger economy that can change the world.

How you’ll make an impact:

We are looking for a customer-obsessed Product Marketing Manager to own the Accountants and Bookkeepers segment. In this role, you will become the internal champion of this audience—deeply understanding their needs, challenges, and motivations. Your insights will power compelling positioning, messaging, and internal segment-specific resources to help our commercial and product teams win more in this critical space.

You’ll sit within a team of product marketers focused on delivering products, experiences, and rewards for this segment. Acting as the connective tissue between these initiatives, you’ll bring it all together—wrapping our value into clear, engaging narratives that resonate with accountants and bookkeepers across our key regions.
What you'll do:
Develop a deep understanding of accountants and bookkeepers through market research, customer interviews, and data analysis
Conduct in-depth competitive research and market analysis to identify industry trends, benchmark product positioning, and uncover opportunities for differentiation and growth
Evolve our Ideal Customer Profile (ICP) and personas, ensuring a shared understanding of our audience across product, marketing, and sales
Track and analyse the performance of segment marketing initiatives, using insights to iterate and optimise continuously
Develop and maintain clear, differentiated positioning and messaging that reflects the segment’s needs and aligns with Xero's value. Identify and surface strong claims and proof points to back up messaging
Collaborate with regional and global teams to ensure consistent execution of segment strategy and messaging across markets
Partner closely with Partner Marketing and GTM teams to increase engagement, acquisition, and share of wallet within the segment
Align marketing efforts across the broader ecosystem to ensure the full value of Xero’s products and experiences is delivered to this audience
Create and evolve internal enablement tools—such as segment playbooks, messaging frameworks, and audience personas—to support go-to-market success
Build scalable content and tools (e.g. pitch decks, one-pagers, videos) that enable internal teams and external campaigns
Act as the voice of the customer in cross-functional discussions across product, experience, rewards, and marketing
Partner with sales, product, and regional marketing to ensure alignment and adoption of messaging and tools
What you'll bring with you:
5+ years in product marketing, segment marketing, or similar roles
Strong storytelling skills with the proven ability to apply product marketing best practices to create compelling, customer-led narratives
Demonstrated success building internal enablement tools (e.g., playbooks, messaging frameworks, audience guides)
Ability to influence and align cross-functional teams, particularly across product, marketing, and regional teams
Excellent communication skills—both written and verbal—with attention to clarity and audience
Familiarity and/or direct experience with the accounting and bookkeeping industry

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