As one of our regional Customer Marketing Leads, you'll serve in a dual capacity: developing the global strategy for Accounting Bookkeeping (AB) advisory boards and executing local programs for both AB and Small Business (SB) segments in your region. You'll be responsible for transforming our advisory boards from feedback channels into strategic assets that influence product strategy and generate authentic advocacy, while ensuring board members receive significant value from their participation.
Global AB Advisory Board Strategy Development
- Support the Director of Customer Marketing to design a comprehensive, scalable strategy for AB advisory boards across US, UK, and ANZ regions that drives consistent execution while allowing for necessary regional adaptations
- Create standardized frameworks, processes, and best practices for the selection, engagement, and management of AB board members
- Develop programming approaches that deliver exceptional value to participants while maximizing strategic insights for Xero
- Establish clear metrics and reporting methods to demonstrate the business impact of AB advisory boards
- Collaborate closely with regional counterparts to implement the global strategy with appropriate local adaptations
- Facilitate regular knowledge sharing and best practice exchange across regions
Regional Advisory Board Execution (AB & SB)
- Manage the selection, onboarding, and ongoing engagement of AB and SB (plus enterprise where relevant) advisory board members in your region (separate AU and NZ groups for ANZ)
- Strategically plan and facilitate compelling advisory board workshops that generate meaningful insights while providing value to participants
- Build strong relationships with board members, understanding their businesses and challenges to maximize the relevance of their contributions
- Work closely with product, marketing, and leadership teams to ensure advisory board insights influence strategic decisions
- Transform board members into proactive advocates who generate referrals, testimonials, and content
- Develop content and communication strategies to share board insights across the organization
- Create and implement retention strategies to maintain engagement with high-value board members
- Develop a program that delivers value to the AB members so that they are able to grow and improve their own practices with the insights from Xero and the other members
- Collect detailed feedback from each workshop to guide and influence product and GTM strategies
Ongoing Community Management & Communication
- Manage active Slack channels for Customer Advisory Board (CAB) members, ensuring consistent, valuable engagement between formal meetings
- Develop a content strategy for Slack channels that maintains member interest and participation
- Support in the development and delivery of key advisory board events and engagements outside of scheduled workshops (ie. Xerocon side events)
- Create and curate timely, relevant content that provides exclusive value to CAB members
- Establish clear communication protocols and cadence to keep members informed and engaged
- Monitor member engagement and proactively address declining participation
- Facilitate peer-to-peer connections and discussions among members
- Gather continuous feedback through digital channels to complement formal advisory sessions
- Use communication platforms to quickly validate ideas or gather input between formal meetings
Cross-functional Collaboration
- Identify and enlist a wide variety of stakeholders who can add value to advisory board outcomes
- Proactively maintain strong relationships with key stakeholders, ensuring they remain well-informed and eliminating surprises
- Break down silos by challenging "us vs. them" thinking, reminding all stakeholders they're working toward shared goals
- Create rich, comprehensive reports that skillfully deliver necessary information to stakeholders
- Serve as a knowledge hub, proactively disseminating insights, updates, and learnings across the organization
Process Excellence & Innovation
- Continuously monitor key metrics and benchmarks to optimize processes, products, and outcomes
- Quickly resolve process breakdowns to ensure minimal disruption in workflow
- Implement measures to prevent recurring problems
- Balance focus on key results with process optimization to ensure quality and efficiency
- Explore multiple approaches and experiment with alternatives to overcome barriers
- Apply expertise in unique and innovative ways, finding creative solutions to complex challenges
- Encourage and support creativity in others, building upon and strengthening new solutions collaborativelyProactively understand and manage risks as they relate to your role
Success looks like
- Development of a comprehensive global AB advisory board strategy implemented consistently across regions
- Successful management of vibrant, engaged AB and SB advisory boards in your region
- Active, high-engagement Slack channels with consistent member participation
- Measurable influence of advisory board insights on product roadmap and strategy decisions
- High satisfaction scores among advisory board members
- Increased external advocacy from board members through testimonials, referrals, and content participation
- Recognition of advisory boards as strategic assets rather than tactical feedback channels
- Stakeholders consistently well-informed and engaged in the advisory board program
- Innovative approaches that set new standards for customer advisory programs
- Established metrics demonstrating clear ROI of advisory board programs
Critical competencies
- Excellent facilitation skills with ability to lead productive discussions among diverse stakeholders
- Exceptional communication skills with ability to deliver complex information in a polished, precise, and compelling manner
- Demonstrated ability to encourage and incorporate diverse perspectives and ideas
- Strong project management capabilities with attention to detail and ability to manage multiple priorities
- Data-driven approach with ability to measure program effectiveness and demonstrate ROI
- Demonstrated tenacity in achieving results despite obstacles and setbacks
Experience
- Extensive experience in marketing, customer advocacy, or related fields
- Proven track record and experience developing and managing customer advisory programs or similar customer engagement initiatives
- Experience managing online communities and driving digital engagement
- Strong understanding of B2B marketing with experience in accounting, financial services, or SaaS industries preferred
- Experience working in a matrix global organizations with ability to balance global consistency with regional relevance
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.
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