Lifecycle Audience Lead at Xero

Digital Media, Platforms & Performance, Permanent, Melbourne, AU melbourne full-time
Posted 2 months ago

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.

How you’ll make an impact:

As a Lifecycle Audience Lead, you will play a crucial role in supporting Xero’s global lifecycle and automation strategy by enhancing Xero’s ability to locate, segment, target and grow audiences that ultimately deliver on our business objectives. 

Reporting in to the Head of Lifecycle, you will be working closely in this role with a variety of digital stakeholders to determine how we segment and apply our audiences to deliver personalised, orchestrated journeys that are #beautiful, relevant and above all impactful. 

As you do the best work of your life here at Xero, you will live, breathe and sweat the audience strategy along with its utilisation and performance, championing the newly implemented CDP in order to do so. We are looking for an Audience Lead who is above all, data-savvy, commercially astute and apt at working with both business and technical automation and data stakeholders to drive outcomes that deliver high quality customer conversion and overall market share growth.

What you'll do:

  • Develop a deep understanding of the business ORKs and strategies to find opportunities to utilise a Customer Data Platform to define and implement key audiences across Xero’s customer base
  • Bring context to each audience by developing business use cases in collaboration with digital specialists that are measurable
  • Identify the customer, business and technical value of each initiative to ensure that the right initiatives are being prioritised and delivered to support business objectives and and maximise commercial value delivered by CDP programs
  • Collaborate with senior stakeholders to ensure alignment, prioritisation, and business dependencies are clearly defined
  • Guide and orchestrate cross functional teams to create and deliver a Customer Data Platform roadmap, including marketing use cases, creation of core audiences, mapping of cross-channel experiences, data requirements and segmentation rules
  • Ideate and translate marketing use cases and business requirements into CPD data sets, schemas and platform configurations to deliver business outcomes
  • Work collaboratively with Dotcom, Digital Media, Regional Marketing, Product Marketing, Product Onboarding and Customer Success teams to support the activation and maintenance of target audiences across acquisition and/or retention marketing channels
  • Drive best practice cross-channel experiences via channel owners, including aligning messaging and content in targeted campaigns with overall marketing strategy and brand guidelines
  • Work closely with Data, Analytics, Engineering, Architecture and Product teams to ensure availability, accuracy and quality of data for audience targeting and tracking to ensure initiatives are set up correctly to report on incremental performance outcomes
  • Champion and communicate audience segmentation best practices and thought leadership, ensuring we are maximising the value of the Customer Data Platform
  • End-to-end development and execution of project initiatives, within strict timelines and sequencing, through to post-analysis and continual improvement
  • What you'll bring:

  • Extensive experience in marketing analytics, audience management, acquisition marketing and/or retention marketing experience with proficiency in CDP/CRM technology
  • Hands on experience working with event stream data (Mixpanel, Google Analytics)
  • A deep knowledge and understanding of audience data and segmentation
  • High level of experience with Customer Data Platforms 
  • Familiarity with Data Governance and Data Privacy concepts and regulations
  • Excellent project management skills and ability to juggle multiple projects at once
  • The ability to iterate with limited day-to-day direction along with the ability to independently prioritise and resolve issues
  • Strong analytical, problem solving and conceptual skills
  • Excellent written and verbal skills with the ability to to communicate with technical and non technical stakeholders the “why” for each project
  • 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, health insurance, life insurance, and income protection, 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.

    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. We are a member of Pride in Diversity, in recognition of our inclusive workplace. Our goal is to make sure you feel welcome and supported to do the best work of your life. 

    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.