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.