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.
About the role:
As the Head of Brand for the APAC region, you’ll be playing a crucial role in driving Xero’s brand vision and accelerating Xero’s brand performance across both Direct and Partner channels in New Zealand, Australia and Asia.
Reporting directly to the APAC Marketing Director, you will champion creative marketing, brand activations and media initiatives to drive performance in core brand metrics, engagement and advocacy among small businesses, their advisors (accountants and bookkeepers) and other partners (apps & services). Additionally you will ensure consistent and correct expression of the Xero brand across the APAC region.
With a particular focus on brand activation, expression and market channel strategy you will work in regular collaboration with marketing & communications leads across New Zealand, Australia and Asia as well as with global marketing functions across creative, insights, performance & digital.
This role will work with others in Xero’s brand team to balance both strategic focus with tactical campaign activation, maximising effectiveness through data informed targeting and measurement. You’ll be both creative and data-savvy, commercially astute and apt at working with a variety of internal and external stakeholders to achieve shared outcomes.
Your core areas of responsibility to drive accelerated brand and revenue growth for Xero in the APAC region, include:
Driving the Xero brand forward by translating brand strategy to market execution across all customer and prospect touchpoints Leading the APAC region brand planning and overseeing the effective delivery of brand activation and experiences across bought, owned and earned media Working collaboratively with country marketing leads, global marketing teams and external partners in delivering brand initiatives across New Zealand, Australia and New Zealand that apply persistent and consistent strategies to grow Xero’s brand effectively Actively contribute to and support global brand program, platform and deliverablesSupport country marketing leads to deliver in-market activity roadmaps and monitoring and maintaining accountability to relevant campaign performance forecast targets (PIRs)Maintaining a complex marketing, events and media schedule and effectively managing resource dependencies (including budget, team, agency and Hub hours)Work deeply with Customer & Market Insights teams to understand, bring to life and share Xero’s brand insights to ensure all functions within Xero APAC understand their role in growing Xero’s brandLeading and inspiring cross country working groups to identify and leverage opportunities to align, scale and drive efficiency in brand growth activitiesCreating a culture and process of customer-led big picture thinking and data-driven decisioningInform regional channel mix (through media agency) and align on budget allocationDevelop, maintain and drive usage of core brand frameworks, templates and playbooks to ensure we enable our marketing teams across New Zealand, Australian and Asia have the knowledge tools and support to deliver brand growthCoach, mentor and lead other members of the APAC marketing team Effectively manage the performance conversations across APAC marketing with a focus on investment, performance and ROI of brand growth activity
What you'll bring with you
You’re a progressive, highly competent brand marketer that consistently strives for evolution, iteration and performance10+ years of marketing expertise, with specific experience in brand growthAbility to analyse, interpret and compare outcomes, insights and data to identify opportunities to scale effectively across borders and audiencesYou will have the ability to build rapport and trust with cross-functional, cross-country and global teams of all backgrounds and expertiseYou will possess a strong commercial acumen and ability to translate brand strategy into effective and efficient execution and activationAn appreciation for a consistent, persistent approach to building brand effectively in line with the business contextProven experience in the creation and development of effective campaigns, activations Solid experience in all aspects of media planning, buying and negotiation Experience in negotiating strategic partnerships and solutionsExperience working with Creative and Media agencies to deliver effective outcomesAbility to analyse, interpret and compare outcomes, market research, trends and data to identify opportunities to scale effectively across borders and audiencesBachelor’s Degree or Equivalent
Our collaborative and inclusive culture is one we’re immensely proud of. We know that a diverse workforce is a strength that enables businesses, including ours, to better understand and serve customers, attract top talent and innovate successfully. At Xero we embrace diversity and inclusion and value a #challenge mindset.
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.
Xero is an NZ Immigration Accredited Employer and Rainbow Tick certified too.
