- Job Title: Product Marketing Manager - Signup & Onboarding
- Company: Xero
- Location: Sydney, Melbourne
- Job Type: Permanent
- Category: Software Development
- Date Posted: June 27, 2025
- Experience Level: 2-5 years
- Remote Status: On-site (Sydney, Melbourne) with potential for hybrid
🚀 Job Overview
Key aspects of this role include:
- Driving quantitative and qualitative research into small business onboarding experience
- Collaborating with cross-functional teams to improve customer acquisition and retention
- Developing and maintaining customer-centric value propositions and messaging
- Organizing go-to-market plans for Xero onboarding experience globally
- Influencing complex GTM work streams and building rapport with stakeholders
*ASSUMPTION:* This role requires a strong focus on customer-centricity, data-driven decision making, and cross-functional collaboration to succeed.
📋 Key Responsibilities
- ✅ Drive research into small businesses' onboarding experience and inform positioning, go-to-market strategy, and product planning
- ✅ Work with product and GTM teams to identify opportunities in the signup and first 90 days of a new customer’s experience
- ✅ Identify and work cross-functionally to implement new merchandising opportunities pre-sign up
- ✅ Develop and maintain customer-centric value propositions and messaging for target customers
- ✅ Organize go-to-market plans for Xero onboarding experience globally, including launch strategies, onboarding experiments, adoption and lifecycle initiatives, and product releases
- ✅ Collaborate closely with regional and channel partners to ensure successful deployment
- ✅ Influence complex GTM work streams, building rapport with stakeholders across functions to gain buy-in and prioritize objectives
- ✅ Proactively identify opportunities to grow adoption by actively staying across research, performance analytics, and feedback from market-facing teams
- ✅ Act as a small business onboarding specialist globally, enabling internal teams to leverage it as a powerful channel for customer engagement and revenue growth
- ✅ Partner closely with product management to construct and execute tests that will inform enhancements to small businesses’ onboarding experience.
*ASSUMPTION:* This role requires a high degree of collaboration, stakeholder management, and data analysis to make informed decisions and drive meaningful results.
🎯 Required Qualifications
- Education: Bachelor's degree in Marketing, Business, or a related field (or equivalent experience)
- Experience: 3+ years in product marketing or related roles, with a focus on onboarding and lifecycle strategies
- Required Skills:
- Proven experience working across timezones and functions
- Experience with PLG, lifecycle, onboarding, or merchandising strategies
- Experience leveraging in-product communication tools like Intercom or Pendo to drive business outcomes
- Experience applying product marketing best practices and frameworks
- Ability to craft compelling messaging that connects and converts target customers
- Ability to work independently, thrive in fast-paced environments, and manage ambiguity
- Business acumen and a data-driven approach to decision-making
- Excellent verbal and written communication skills
- Proactive mindset with a “roll-up-your-sleeves” attitude
*ASSUMPTION:* Candidates with experience in small business software, SaaS, or related industries may find this role particularly appealing.
💰 Compensation & Benefits
- Salary Range: AUD 120,000 - 150,000 per annum (based on industry standards for a Product Marketing Manager with 3-5 years of experience in Australia)
- Benefits:
- Generous paid leave (including statutory holidays)
- Health insurance, life insurance, and income protection
- Wellbeing and sports programs
- Employee resource groups
- 26 weeks of paid parental leave for primary caregivers
- Employee Share Plan
- Beautiful offices and flexible working arrangements
- Career development opportunities
- Many other benefits that reflect Xero's human values
*ASSUMPTION:* The salary range is estimated based on industry standards for the role, experience level, and location. Actual compensation may vary based on individual qualifications and company discretion.
📌 Applicant Insights
🔍 Company Context
- Industry: Software Development, specifically accounting software for small businesses
- Company Size: 1,001-5,000 employees
- Founded: 2006
- Company Description:
- Xero is a cloud-based accounting software platform that helps small businesses manage their finances, invoicing, and payroll.
- It is used by over 4.2 million subscribers globally and has offices in multiple countries.
- Xero is known for its user-friendly interface and powerful features that automate routine tasks and provide actionable insights.
- Company Specialties:
- Accounting
- SaaS
- Banking
- Invoicing
- Design
- Business
- Billing
- Small Business
- Bookkeeping
- Software
- Platform
- Payroll
*ASSUMPTION:* Xero's focus on small businesses and user-friendly software makes it an attractive employer for candidates interested in helping small businesses thrive.
📊 Role Analysis
- Career Level: Mid-level to senior product marketing role with growth opportunities
- Reporting Structure: This role reports directly to the Head of Product Marketing and works closely with cross-functional teams, including product, sales, and customer success.
- Work Arrangement: On-site in Sydney or Melbourne, with potential for hybrid work arrangements
- Growth Opportunities:
- Opportunities to work on global projects and influence Xero's onboarding strategy at a strategic level
- Potential to progress into senior or management roles within the product marketing team
*ASSUMPTION:* This role offers strong growth potential for candidates looking to make a significant impact on Xero's onboarding experience and advance their careers in product marketing.
🌍 Location & Work Environment
- Office Type: Modern, collaborative office spaces with flexible work arrangements
- Office Location(s): Sydney (260 Burwood Rd, Level 3, Hawthorn, Victoria 3122) and Melbourne (188 York Way, 8th Floor, London, England N79AS)
- Geographic Context:
- Sydney and Melbourne are two of Australia's largest cities, offering a mix of urban and suburban living, with vibrant cultures, diverse communities, and excellent dining and entertainment options.
- Both cities have well-established public transportation systems, making it easy to commute to work.
- Work Schedule: Standard business hours with flexibility for hybrid work arrangements
*ASSUMPTION:* Candidates should be comfortable working in an on-site environment, with the potential for hybrid work arrangements, and be prepared to collaborate with teams across different timezones.
💼 Interview & Application Insights
- Typical Process: Online application → Phone/Video screen → Take-home assignment → Final round interviews with cross-functional stakeholders → Offer
- Key Assessment Areas:
- Understanding of small business onboarding challenges and opportunities
- Ability to analyze data and derive insights to inform decision-making
- Strong communication and stakeholder management skills
- Alignment with Xero's company values and culture
- Application Tips:
- Tailor your resume and cover letter to highlight relevant experience and skills for this role
- Showcase your understanding of small business onboarding challenges and your ideas for improving the Xero onboarding experience
- Prepare questions to ask during the interview to demonstrate your interest in the role and Xero's mission
*ASSUMPTION:* Xero's interview process is designed to assess candidates' skills, cultural fit, and alignment with the company's values and goals.
🛠️ Tools & Technologies
- Intercom
- Pendo
- Xero's proprietary software and tools
- Standard office software (Microsoft Office, Google Workspace)
*ASSUMPTION:* Candidates should be comfortable using in-product communication tools and standard office software, with a willingness to learn and adapt to new technologies as needed.
👔 Cultural Fit Considerations
- Company Values:
- Human
- Beautiful
- Champion small business
- Uncomplicated
- Own it
- Work Style:
- Collaborative and cross-functional
- Data-driven and results-oriented
- Customer-centric and user-focused
- Agile and adaptable
- Self-Assessment Questions:
- How do you embody Xero's company values in your daily work?
- How do you approach collaborating with cross-functional teams to achieve shared goals?
- How do you stay up-to-date with industry trends and best practices in product marketing?
*ASSUMPTION:* Candidates should be able to demonstrate a strong fit with Xero's company values and work style, and be prepared to provide specific examples of how they embody these qualities in their daily work.
⚠️ Potential Challenges
- Balancing the needs of small businesses with Xero's business objectives
- Collaborating effectively with cross-functional teams across different timezones
- Managing ambiguity and working in a fast-paced, dynamic environment
- Keeping up with industry trends and best practices in product marketing and onboarding
*ASSUMPTION:* Candidates should be aware of these potential challenges and be prepared to address them in their application and interview process.
📈 Similar Roles Comparison
- Product Marketing Manager (Onboarding) at QuickBooks: Focuses on improving the onboarding experience for small businesses using QuickBooks' accounting software. This role may have more of a focus on direct customer interactions and less emphasis on global strategy compared to the Xero role.
- Customer Success Manager (Onboarding) at FreshBooks: Responsible for ensuring small businesses have a successful onboarding experience and achieve their desired outcomes using FreshBooks' invoicing and accounting software. This role may have more of a focus on customer retention and less emphasis on product marketing strategy compared to the Xero role.
- Product Marketing Manager (Small Business) at Intuit: Works on marketing Intuit's suite of products (TurboTax, QuickBooks, etc.) to small business customers. This role may have a broader scope, encompassing multiple products and customer segments, compared to the Xero role's focus on onboarding and signup.
*ASSUMPTION:* Candidates should research similar roles at competing companies to better understand the industry landscape and identify opportunities to differentiate themselves in the application and interview process.
📝 Sample Projects
- Conducting user research to identify pain points and opportunities in the Xero onboarding experience
- Developing and testing messaging frameworks to improve customer acquisition and retention
- Collaborating with product and design teams to create in-product messaging and merchandising opportunities
- Organizing and executing global go-to-market plans for Xero onboarding experience initiatives
*ASSUMPTION:* Candidates should be prepared to discuss their experience with similar projects and how they would approach these tasks in the Xero role.
❓ Key Questions to Ask During Interview
- What are the biggest challenges small businesses face when onboarding to Xero, and how can this role address them?
- How does this role collaborate with other teams, such as product and sales, to improve the onboarding experience?
- What are the most important metrics for measuring the success of the onboarding experience, and how does this role track and optimize them?
- How does Xero support the professional development and growth of its product marketing team members?
- What are the most rewarding aspects of working on the onboarding experience for Xero's small business customers?
*ASSUMPTION:* Candidates should prepare thoughtful questions that demonstrate their interest in the role and Xero's mission, as well as their understanding of the industry and the company's goals.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through [this link](https://jobs.lever.co/xero/aace7056-bbc6-4ee2-8244-6d3a2e13b3c8)
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role
- Prepare for phone/video screen and take-home assignment, if required
- Prepare questions to ask during final round interviews with cross-functional stakeholders
- Follow up after the interview with a thank-you note and any additional questions or insights
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
