Product Marketing Manager - Accountant & Bookkeeper Products

Xero; Auckland; On-site; NZD 80,000 - 110,000; Full time

Job summary

A leading company in New Zealand seeks a Product Marketing Manager to focus on accountants and bookkeepers. This role requires insights into market needs, collaboration with cross-functional teams, and development of marketing initiatives that resonate with the target audience. Xero offers generous benefits, including flexible working and career development opportunities.

Benefits

Generous paid leave

Employee Assistance Program for mental health care

Free medical insurance

26 weeks of paid parental leave

Flexible working

Qualifications

• 5+ years in product marketing, segment marketing, or similar roles.
• Strong storytelling skills with the proven ability to create customer-led narratives.
• Demonstrated success building internal enablement tools.

Responsibilities

• Develop understanding of accountants and bookkeepers' product needs through market research.
• Conduct competitive research and market analysis to identify trends.
• Track and analyze the performance of product marketing initiatives.

Skills

Storytelling

Market Analysis

Communication

Education

5+ years in product marketing or segment marketing

Experience in accounting and bookkeeping industry

Job description

Our Purpose

At Xero, we’re here to help you supercharge your business. We do this by automating routine tasks, surfacing actionable insights and connecting businesses with the right data, advisors and apps. When that happens, we’re not only making life better for small business, we’ll be building a stronger economy that can change the world.

How you’ll make an impact:

We are looking for a customer-obsessed Product Marketing Manager to own the Accountants and Bookkeepers products and features with a focus on how we onboard and grow this segment.In this role, you will be an SME and champion for these products delighting and delivering significant value to our vitally important partner audience. Your insights will power compelling positioning, messaging, and internal product-specific resources to help our commercial and product teams win more in this critical space.

You’ll sit within a team of product marketers focused on delivering products, experiences, and rewards for this accountants and book keepers. Acting as the connective tissue between these initiatives, you’ll bring it all together—wrapping our value into clear, engaging narratives that resonate with accountants and bookkeepers across our key regions.

What you'll do:

• Develop a deep understanding of accountants and bookkeepers and their product needs through market research, customer interviews, and data analysis
• Conduct in-depth competitive research and market analysis to identify industry trends, benchmark product positioning, and uncover opportunities for differentiation and growth
• Track and analyse the performance of product marketing initiatives, using insights to iterate and optimise continuously
• Develop and maintain clear, differentiated positioning and messaging that reflects the segment’s needs and aligns with Xero's value. Identify and surface strong claims and proof points to back up messaging
• You will be the primary Product representative on Go-To-Market programs, to ensure we release product efficiently and effectively
• Collaborate with Customer teams to brief product initiatives, agree optimal launch timing and GTM approach, and consult throughout the GTM process to ensure clear guardrails are set when communicating product value externally
• Partner closely with Partner Marketing and GTM teams to increase engagement, acquisition, and share of wallet within the segment
• Align marketing efforts across the broader ecosystem to ensure the full value of Xero’s products and experiences is delivered to this audience
• Create and evolve internal enablement tools—such as product playbooks, messaging frameworks, and audience personas—to support go-to-market success
• Build scalable content and tools (e.g. pitch decks, one-pagers, videos) that enable internal teams and external campaigns
• Act as the voice of the customer in cross-functional discussions across product, experience, rewards, and marketing
• Partner with sales, product, and regional marketing to ensure alignment and adoption of messaging and tools

What you'll bring with you:

• 5+ years in product marketing, segment marketing, or similar roles
• Strong storytelling skills with the proven ability to apply product marketing best practices to create compelling, customer-led narratives
• Demonstrated success building internal enablement tools (e.g., playbooks, messaging frameworks, audience guides)
• Ability to influence and align cross-functional teams, particularly across product, marketing, and regional teams
• Excellent communication skills—both written and verbal—with attention to clarity and audience
• Familiarity or direct experience with the accounting and bookkeeping industry

Why Xero?

Offering very generous paid leave to use however you’d like (plus statutory holidays!), dedicated paid leave to care for your physical and mental wellbeing as well as an Employee Assistance Program to access mental health care for you and your family, free medical insurance, wellbeing and sports programmes, employee resource groups, 26 weeks of paid parental leave for primary caregivers, an Employee Share Plan, beautiful offices, flexible working, career development, and many other benefits that reflect our human value, you’ll do the best work of your life at Xero.