Homeoffice Lifecycle Marketing Lead, Cross-sell

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.

How you’ll make an impact

As a Lifecycle Marketing Lead, you will play a crucial role in supporting Xero’s global small business lifecycle and engagement strategy to improve ARPU, attach rates of add-ons/apps and drive continuous incremental uplifts throughout our direct to small business channel.

Reporting to the Lifecycle Marketing Manager, you will be part of a team responsible for ideating and delivering personalised, orchestrated journeys that are #beautiful, relevant and above all impactful. You’ll effectively leverage all direct marketing channels, tooling and data at your disposal for the best customer outcomes - including but not limited to, email, in-product communications, push and SMS.

You’ll be data-savvy, commercially astute and apt at working with both business and technical stakeholders to drive outcomes that deliver high quality customer conversion and overall market share growth.

What you’ll do

• Customer understanding
• Putting our customers at the core of everything you do, you’ll use a human-centered design approach to map who our users are, what they need and design communication journeys that ensure every engagement point we have adds value.
• Work collaboratively with Product Marketing, Customer Success, Regional Marketing, Design and Analytics specialists to deeply understand the end-to-end customer journey in order to inform your recommendations to the communications experience in your lifecycle specialisation.
• Identify and provide requirements for appropriate customer research along the lifecycle journey, to ensure we have actionable insights and are tracking and solving real customer problems.
• Use Salesforce Marketing Cloud to gain insights into our customer engagement behaviour that can help inform other areas of the business.
• Business understanding
• Drive customer lifecycle programs that are commercially aligned to business goals and strategy, by always linking the customer or commercial need and opportunity.
• Ideate and drive optimisation and innovation within the customer journey, ensuring that magic is happening at every touchpoint & interaction, through a continuous test-and-learn ‘never done’ approach.
• Project management
• End-to-end development and execution of project initiatives, within strict timelines and sequencing, through to post-analysis and continual improvement.
• Regularly communicate strategy, results and program status updates to stakeholder groups, including senior leads, both F2F and async and contribute to the repository of learnings/outcomes.
• Guide and orchestrate cross-functional delivery across multiple internal teams, both technical and non-technical.
• Data application
• Be the owner of the customer success metrics relevant to your role, continuously reviewing and analysing ARPU $, Add-on attach, App store attach and Payments attach.
• Work closely with data and analytics teams to ensure availability of quality data for audience targeting and tracking to ensure initiatives are set up correctly to report on incremental performance outcomes.
• Leverage data and qualitative/quantitative customer insights to define lifecycle initiative briefs, insightful hypotheses, creative and user experience.
• Confidently analyse experiment and journey performance, tying it back to the original objectives and hypothesis, report on results and share the metrics that matter most to our stakeholders and business.
• Innovation
• Champion and communicate direct communications best practices and thought leadership, compliance with email industry standards and results to marketing and creative teams. Ensure Xero is compliant with anti-spam legislation.
• Continuously keep a finger on the pulse of what competitors and other companies in outside industries are doing to keep us ahead of the pack.
• Execution
• You’ll be proficient in the tools to build basic communication journeys (eg off existing DEs or SQL), updating existing journeys and work with Marketing Automation Leads on more complex journeys that require advanced SQL.
• Building communications in SFMC (emails, SMS, push), adding personalisation within assets, using dynamic content, setting up batch sends and triggered journeys at scale.

Success looks like

• Planning quality and holistic customer journeys that link to OKRs.
• Demonstrated impact on global and regional ARPU and attach rates.
• Rapid execution and demonstrated iterative approach - putting your test and learn findings into action to drive uplift on primary conversion metrics.
• Contribute to building and maintaining an inspiring team culture.
• Strong working relationships with stakeholders and peer teams.

What you’ll bring with you

• Educated to degree level or equivalent
• Experience working in a SaaS company related to digital payment providers or the like
• 7+ years of experience in email marketing and/or marketing automation platform and digital experimentation
• Deep understanding of human-centred design, service design or design thinking.
• Experience in Salesforce Marketing Cloud and Sales Cloud, SQL, AMPscript
• Skilled with Google Analytics
• Basic understanding of HTML, the ability to write script code is a plus.
• Highly strategic and customer led, able to identify opportunities of value for the business and customer and create programs of work off the back.
• Live and breathe high performance, aiming for end-to-end data driven outcomes.
• Excellent project management skills and ability to juggle multiple projects at once.
• Self-motivated, achievement oriented, innovative thinker, thrive in a highly dynamic work environment.
• Ability to communicate with stakeholders the “why” for each project. Excellent written and verbal skills.
• A deep knowledge and understanding of audience data and segmentation.

Why Xero?

Diversity of people brings diversity of thought, and we like that. Our human-first culture of respect, fairness, and inclusion is what helps Xeros thrive and work and beyond. Offering very generous paid leave to use however you’d like (plus statutory holidays!), dedicated paid leave to care for your physical and mental wellbeing as well as an Employee Assistance Program to access mental health care for you and your family, employee resource groups, wellbeing programming and allowances, medical, dental, vision, and disability insurance, fertility and family forming financial support, 401k contribution matching, 26 weeks of paid parental leave for primary caregivers, an Employee Share Plan, beautiful offices with snacks and break areas, flexible working, career development and many other benefits that reflect our human value, you’ll do the best work of your life at Xero.

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.