Product Marketing Manager - Signup & Onboarding

📌 Core Information

🔹 Job Title: Product Marketing Manager - Signup & Onboarding

🔹 Company: Xero

🔹 Location: Wellington, Auckland, New Zealand

🔹 Job Type: Permanent

🔹 Category: Software Development

🔹 Date Posted: 2025-07-30

🔹 Experience Level: 2-5 years

🔹 Remote Status: On-site/Hybrid

🚀 Job Overview

Key aspects of this role include:

• Guiding small businesses through their initial experiences with Xero
• Focusing on onboarding and customer journeys to improve acquisition and retention
• Collaborating with cross-functional teams to develop and implement strategies
• Acting as a small business onboarding specialist globally

ASSUMPTION: This role requires a strong customer focus and experience in onboarding, PLG, or lifecycle marketing to succeed.

📋 Key Responsibilities

✅ Drive quantitative and qualitative research into small business onboarding experience in Xero

✅ Work with product and GTM teams to identify opportunities and develop strategies

✅ Identify and implement new merchandising opportunities pre-sign up

✅ Develop and maintain customer-centric value propositions and messaging

✅ Organize go-to-market plans for Xero onboarding experience globally

✅ Collaborate closely with regional and channel partners for successful deployment

✅ Influence complex GTM work streams and build rapport with stakeholders

✅ Proactively identify opportunities to grow adoption through research and feedback

✅ Partner closely with product management to enhance small businesses' onboarding experience

ASSUMPTION: This role involves a high degree of cross-functional collaboration and requires strong communication skills.

🎯 Required Qualifications

Education: Bachelor's degree in Marketing, Business, or a related field

Experience: 3+ years in product marketing or related roles

Required Skills:

• Experience with PLG, lifecycle, onboarding, or merchandising strategies
• Ability to craft compelling messaging that connects and converts target customers
• Ability to work independently and thrive in fast-paced environments
• Business acumen and a data-driven approach to decision-making
• Excellent verbal and written communication skills

Preferred Skills:

• Experience leveraging in-product communication tools like Intercom or Pendo
• Experience applying product marketing best practices and frameworks

ASSUMPTION: Candidates with experience in accounting software or small business onboarding may have an advantage.

💰 Compensation & Benefits

Salary Range: NZD 120,000 - 150,000 per annum (Based on industry standards for a mid-level product marketing role in New Zealand)

Benefits:

• Paid Leave
• Health Insurance
• Life Insurance
• Income Protection
• Wellbeing Programs
• Sports Programmes
• Employee Resource Groups
• Paid Parental Leave
• Employee Share Plan
• Flexible Working
• Career Development

Working Hours: Full-time (40 hours per week) with flexible working arrangements

ASSUMPTION: The salary range is estimated based on market research and may vary depending on the candidate's experience and skills.

📌 Applicant Insights

🔍 Company Context

Industry: Xero is a leading global software company that specializes in cloud-based accounting software for small businesses.

Company Size: Xero has 1,001-5,000 employees, providing a mid-sized company environment with opportunities for growth and collaboration.

Founded: Xero was founded in 2006 and has since grown to serve over 4.2 million subscribers globally.

Company Description:

• Xero offers accounting software to help small businesses manage their finances, invoicing, and payroll
• The company aims to supercharge small businesses by automating routine tasks and surfacing actionable insights
• Xero connects businesses with the right data, advisors, and apps to help them grow and succeed

Company Specialties:

• Accounting
• SaaS
• Banking
• Invoicing
• Design
• Business
• Billing
• Small Business
• Bookkeeping
• Software
• Platform
• Payroll

Company Website: http://www.xero.com

ASSUMPTION: Xero's focus on small businesses and growth makes it an attractive option for candidates looking to make a significant impact in their role.

📊 Role Analysis

Career Level: Mid-level product marketing role with opportunities for growth and advancement

Reporting Structure: This role reports directly to the Head of Product Marketing and works closely with various cross-functional teams

Work Arrangement: On-site or hybrid work arrangement, with the possibility of remote work for some roles

Growth Opportunities:

• Advancement to senior product marketing roles within Xero
• Expansion into other product marketing or management roles within the company
• Potential to work on global projects and gain international experience

ASSUMPTION: This role offers significant growth opportunities for the right candidate, given Xero's global presence and focus on employee development.

🌍 Location & Work Environment

Office Type: Xero has multiple offices worldwide, with this role based in Wellington or Auckland, New Zealand

Office Location(s): 19-23 Taranaki Street, Te Aro, Wellington 6142, NZ or 260 Burwood Rd, Level 3, Hawthorn, Victoria 3122, AU

Geographic Context:

• Wellington: New Zealand's capital city, known for its vibrant arts and culture scene, and close proximity to nature and outdoor activities
• Auckland: New Zealand's largest city, offering a diverse range of cultural experiences and a thriving business environment

Work Schedule: Full-time (40 hours per week) with flexible working arrangements, including remote work options

ASSUMPTION: The location and work environment for this role may vary depending on the specific office and team requirements.

💼 Interview & Application Insights

Typical Process:

• Online application and resume screening
• Phone or video call with the hiring manager
• In-depth interview with cross-functional team members
• Final interview with the Head of Product Marketing

Key Assessment Areas:

• Product marketing experience and expertise
• Customer focus and understanding of small business needs
• Communication and collaboration skills
• Problem-solving and strategic thinking

Application Tips:

• Highlight relevant product marketing experience and achievements
• Demonstrate a strong understanding of small business onboarding and lifecycle marketing
• Tailor your resume and cover letter to emphasize your fit for this role and Xero's company culture
• Prepare examples of your work and be ready to discuss them during the interview

ATS Keywords: Product Marketing, Onboarding, Lifecycle Marketing, Stakeholder Management, Research, Go-To-Market Strategy, Customer Experience, Messaging, Collaboration, Data-Driven Decision Making, Communication Skills, Proactive Mindset, Product Management, Merchandising Strategies, Customer Engagement

ASSUMPTION: The interview process for this role may vary depending on the specific needs of the hiring team and the candidate pool.

🛠️ Tools & Technologies

• Xero accounting software
• In-product communication tools (e.g., Intercom, Pendo)
• Marketing automation tools (e.g., HubSpot, Marketo)
• Project management tools (e.g., Asana, Trello)

ASSUMPTION: The tools and technologies required for this role may vary depending on the specific needs of the team and the projects being worked on.

👔 Cultural Fit Considerations

Company Values:

• Human
• Challenging
• Beautiful
• Fun

Work Style:

• Collaborative and cross-functional
• Data-driven and results-oriented
• Customer-focused and empathetic

Self-Assessment Questions:

• Do you thrive in a collaborative, cross-functional environment?
• Are you passionate about helping small businesses succeed?
• Do you have a proactive mindset and a roll-up-your-sleeves attitude?

ASSUMPTION: Xero's company culture values diversity, inclusion, and a strong focus on employee well-being and work-life balance.

⚠️ Potential Challenges

• Managing multiple stakeholders and priorities
• Working across different time zones and regions
• Balancing strategic thinking with day-to-day tactical tasks
• Keeping up with the fast-paced nature of the tech industry

ASSUMPTION: These challenges can be overcome with strong communication, time management, and organizational skills.

📈 Similar Roles Comparison

• Unlike traditional product marketing roles, this position focuses heavily on onboarding and lifecycle marketing strategies
• Xero's global presence offers unique opportunities for international collaboration and growth
• This role requires a strong customer focus and understanding of small business needs, making it well-suited for candidates with relevant experience

ASSUMPTION: This role offers a unique blend of product marketing and customer success responsibilities, making it an attractive option for candidates looking to expand their skillset.

📝 Sample Projects

• Conducting customer research to identify pain points and opportunities in the onboarding process
• Developing and implementing a new merchandising strategy to improve customer acquisition and retention
• Collaborating with product management to enhance the small business onboarding experience

ASSUMPTION: These projects are intended to provide examples of the types of tasks and initiatives that may be undertaken in this role.

❓ Key Questions to Ask During Interview

• How does this role fit into Xero's overall product marketing strategy?
• What are the biggest challenges facing the small business onboarding process, and how can this role address them?
• How does Xero support the professional development and growth of its product marketing team members?
• What are the key priorities for this role in the first 90 days?
• How does Xero measure the success of its product marketing efforts, and how will my performance be evaluated?

ASSUMPTION: These questions are intended to help candidates better understand the role, the team, and the company, and to demonstrate their interest and engagement.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight your relevant experience and skills
• Prepare examples of your work and be ready to discuss them during the interview
• Follow up with the hiring manager within 7 days of submitting your application

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.