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Marketing Automation Lead



Marketing & Communications
Melbourne, VIC, Australia
Posted on Wednesday, May 1, 2024
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 Marketing Automation Lead here at Xero, youʼll be playing a crucial role in driving Xeroʼs digital performance, by orchestrating #beautiful experiences to users that truly delight and inspire action. Youʼll be part of a team responsible for accelerating growth by delivering personalised, fully orchestrated journeys at scale - ensuring every conversation we have adds value to our relationships.
Putting our customers at the core of everything you do, and working with specialists in this space, youʼll use a human-centred design approach to understand who our users are, what they need and design marketing automation journeys that ensures every conversation we have adds value to our relationships.
Balancing strategy with tactical execution, you'll have your eye on the long-term prize, while constantly learning from live marketing automation performance. We are looking for a Marketing Automation Lead who is above all - data-savvy, commercially astute and apt at working with both business and technical stakeholders to drive outcomes that deliver high quality customer conversion and overall market share growth.

What you'll do:

  • Drive innovation within the customer journey, ensuring that magic is happening at every touchpoint & interaction
  • Provide requirements for appropriate customer research, ensuring that we understand our users, what their needs are, creating real opportunities for solving real problems
  • Spark new ideas for optimising our channel mix and ensuring that weʼre meeting users in their chosen channels
  • Using our world-class tech stack Salesforce Marketing Cloud – determine the best approach to orchestrating journeys within our customer channels
  • Deliver consistent and targeted messages to different audiences at the right time across all our regions
  • Work with the related data teams to deliver the data-marketing strategy for trigger-based automation within the platform
  • Empower our users and focus on scale through technology, training and governance - ensuring we are building trust with every single message
  • Communicate strategy, results and program status updates to stakeholders
  • Develop and work closely with data governance team to ensure quality data for audience targeting
  • Coordinate activity across Xero globally and act as a power user, advising other users of best practices, including: Conducting AB split tests to continually drive and measure journey performance
  • Build personalisation within assets, using dynamic content, snippets, tokens and scripting to deliver beautiful conversation
  • Deliver personalisation using data and smart campaign flow capabilities
  • Segmentation, audience selection and targeting rules
  • Setting up batch, triggered journeys at scale and scheduling of communications across regions
  • Managing communication limits, contact frequency and campaign prioritisation to users Ensuring Xero is compliant with anti-spam legislation and deliverability best practices
  • Unlocking capabilities for audience based triggered journeys for scalability
  • Test and learn on new OTB ML features, implement, and encourage utilisation across the business
  • Build, manage and maintain dashboards for reporting with information pulled from multiple sources to show how marketing automation contributes to performance outcomes

What you'll bring with you:

  • 7+ years of experience in email marketing and/or marketing automation platform and digital experimentation
  • Must have experience and expertise in Salesforce Marketing Cloud and SalesCloud, SQL, AMP script
  • Skilled with Google Analytics, Adobe Audience Manager, Display/Retargeting
  • Understanding of data relationship and customer data platform
  • Self-motivation and achievement oriented with excellent project management skills
  • The ability to thrive in a highly dynamic, flexible work environment and switch rapidly from strategy to execution
  • Excellent written and verbal communication, with the ability to communicate effectively with senior management, including C-level as required
  • Ability to explain complex concepts and train/mentor others from within & outside of your immediate team
  • Expertise in understanding different automation program types for different stages of the journey
  • A deep knowledge and understanding of audience data and development audience segmentation for journey flows
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.