VP of Growth Content

About Xero

At Xero, we’re here to supercharge small businesses. By making small businesses more efficient every day, connecting them with big business technology, and empowering a community behind them, their potential is limitless.

About the role

Xero is looking for a GM/VP of Growth Content to lead the next chapter of our global growth content function.

We have redefined how growth content is delivered at Xero from the ground up. Our growth content team uses an AI-powered approach to deliver high performing and always on-brand content at scale. We are looking for an individual who will lead a global team (including design, creative optimization and content automation) tasked with turning data-driven insights into a high-velocity, compounding content engine with automation at its core. This leader will develop and own our global content strategy across the funnel, they will champion a strict "test-and-learn" creative framework across all global growth channels, deeply analyzing audience signals and performance metrics to architect native content experiences that drive growth across paid advertising, lifecycle marketing, web, and sales assets.

The successful candidate will oversee the deployment of tailored, native content across all core channels—from high-impact visual hooks for paid ads to search-optimized web assets and high-converting lifecycle and sales collateral. This leader will need to constantly strike the right balance between delivering high performing content at scale and maintaining and elevating our brand consistency, in partnership with our internal agency ‘the foundry’.

This role requires someone who can operate at multiple altitudes. You need to be able to set direction at enterprise scale, work effectively in a complex global matrix, influence without always being the final decision-maker, and go deep into the executional details when the work demands it.

What you’ll do

Unite, design & build the content operating model for an AI-native future

• Deliver the end-to-end content system, from inputs and briefs through creation, review, distribution, reuse, and performance optimization to unite siloed work streams.

• Build an AI-native operating model that improves speed, quality and scalability, not just efficiency on the current workflow. This will include the automation of atomization of flagship content across channels/funnel/audiences to scale distribution and expand impact.

• Simplify decision-making and review flows so the right people are involved at the right moments, with less drag and more accountability to exponentially improve output speed while raising the bar on content quality.

• Create repeatable ways to turn strategic inputs such as claims, positioning, customer insight, proprietary data, product truth, and channel learnings into effective content outputs.

• Maintain total brand consistency across all content touchpoints, aligned with our core principles and ambitions.

• Be hands on tools to lead the evolution and expansion of our content system, training the team and cross-functional partners on how to use most effectively.

Raise the bar on business impact and measurement

• Build a measurement approach that connects content performance to real business outcomes, not just activity or engagement metrics.

• Partner with analytics, product, performance marketing, regional marketing, and customer teams to understand what content is actually driving impact.

• Use data to shape investment decisions, optimization, channel mix, and content priorities.

• Create visibility for senior leaders into what is working, what is not, and where we should change course & how to get there.

• Build a culture that seeks the truth on content effectiveness and continuously improves from it.

Improve content quality, judgment, and channel fit

• Raise the standard of what great content and processes looks like at Xero and create calibration mechanisms so teams apply that standard consistently.

• Improve how we match message, format, and depth to audience need and channel context.

• Partner closely with Product Marketing, Communications, Performance Marketing, SEO, regional teams, and Sales Enablement to create more effective content across the funnel.

Lead the organization and build capability

• Lead, coach, and develop a global content organization spanning multiple disciplines, markets, and seniority levels.

• Raise the bar on capability, performance, and leadership across the team and ensure the structure supports the organizational needs and is built for the future.

• Build a team culture that values clarity, quality, learning, strong judgment, and accountability for outcomes.

• Know when to stay at the strategic level and when to get into the details to unblock, improve, or accelerate the work.

Operate effectively in a complex global matrix

• Build strong partnerships across global, regional, and functional teams to scale impact through influence.

• Work effectively in an environment where ownership is shared, decisions are distributed, and progress depends on alignment as much as authority.

• Balance global consistency with regional relevance, especially in markets with different levels of maturity, capability, and need.

• Help cross-functional teams make better content decisions by bringing clarity, structure, and strong point of view.

Success in the role looks like

• The content operating model has been materially redesigned for an AI-native future, with simpler workflows, stronger systems, and better use of human judgment.

• Content is on brand and inline with our brand principles and guidelines.

• There is an effective and continuous “test and learn” system and culture.

• Content performance is measured in a rigorous way, with strong links to business outcomes, adoption, utilization, and expansion.

• The quality bar is visibly higher, and teams have clearer standards for what good looks like.

• The team is stronger, with sharper talent, clearer roles, and a structure better suited to where the business is going.

What you’ll bring

Core requirements

• SaaS & Fintech Expertise: Deep leadership experience in SaaS, fintech, or complex B2B/B2B2C subscription ecosystem environments.

• Operating Model Transformation: Proven track record of redesigning operating models, not just optimizing existing workflows.

• AI Operational Integration: Demonstrated success using AI to rethink content systems, workflows, governance, and production economics at scale.

• Cross-Functional Alignment: Strong partnership experience with Product Marketing, Communications, Performance Marketing, SEO, and Sales Enablement.

• Business Impact & Measurement: Strong evidence of driving measurable business impact through content across multiple stages of the funnel and customer lifecycle.

• Global Matrix Leadership: Experience working in a large global matrix, with the ability to influence across teams and functions without relying on formal authority alone.

• Strategic & Operational Agility: Ability to move between strategy and execution, including comfort getting into the operational details when needed.

• People Leadership: Experience leading and upgrading teams through change, including talent assessment, co