As Senior Global Partner Marketing Manager – Partner Growth, you will play a key strategic role in shaping and delivering global marketing initiatives within Xero’s accounting and bookkeeping partner community by delivering targeted marketing programs that increase product usage and revenue from existing Accountant and Bookkeeper customers (partners).
Reporting to the Global Head of Partner Journeys and Convert/Penetrate, you’ll lead the strategic direction and have responsibility for the successful execution of global, always on campaigns to drive demand within our partner base. Your focus will be on identifying high value opportunities, collaborating on strategy and working cross-functionally to deliver targeted marketing that deepens engagement, product penetration, and partner-led revenue growth.
You will provide strategic leadership across the Convert & Penetrate marketing function—bringing an insight-led, partner-first perspective to inform campaign direction, prioritisation of efforts, and the successful execution of, high-impact campaigns. You’ll act as a trusted advisor to senior stakeholders across Marketing, Sales, and Regional GTM teams—providing recommendations on how best to activate the Convert & Penetrate strategy
You’ll help us understand strategic audiences within our partner base, and work with our global GTM teams and regional marketing leads to experiment on demand generation tactics that can be scaled.
You’ll leverage insight into the most critical marketing motions to develop segment-specific initiatives that not only generate pipeline but also fuel organic growth through the consistent delivery of value to partners.
What you'll do
- Lead the strategic direction of the Convert & Penetrate partner marketing stream, ensuring all initiatives align to the global partner journey, commercial priorities, and Xero’s long-term growth strategy for existing partners.
- Own the global marketing framework for Convert & Penetrate, setting the guiding principles, campaign architecture, and performance expectations that regional teams will adapt and activate in-market.
- Act as a senior strategic advisor to regional GTM and marketing leaders—aligning global objectives with market realities, influencing prioritisation, and ensuring integrated execution across multiple functions and geographies.
- Drive cross-functional orchestration between Marketing, Sales, Product Marketing, Enablement, and Revenue teams to ensure global campaigns are cohesive, insight-led, and optimised for commercial impact.
- Champion innovation and scalability in partner marketing—introducing new approaches, tools, and plays that can be replicated globally while accommodating regional nuance.|
- Work closely with channel owners to lead experimentation strategy and campaign testing and ensure robust campaign insights
- Report at a senior level on the commercial outcomes of the Convert & Penetrate program, providing recommendations that influence executive decision-making and broader GTM strategies.
- This role does not have any direct reports, and is responsible for the cross-functional execution of strategy across global and regional go-to-market teams including lifecycle marketing, product marketing and revenue teams
What you'll bring with you
- 8 years’ marketing experience in a high-growth environment
- Experience of accounting/fintech and/or B2B marketing desirable
- Demonstrated experience contributing to global marketing strategies and leading cross-regional initiatives
- Familiarity with journey-based marketing frameworks, lifecycle planning, and performance measurement in a partner-led growth context
- A strategic B2B marketer with a proven ability to drive customer growth through marketing programs.
- Commercial and customer-centric, with a strong understanding of partner lifecycle dynamics and channel strategy.
- Analytical and insight-led, focused on experimentation-led optimisation
- A natural collaborator and communicator, able to build trust and influence across cross-functional teams and senior stakeholders.
- Proactive, adaptable and delivery-focused—able to manage competing priorities in a fast-paced, global environment.
- Curious, experimental, and innovation-oriented—always seeking new ways to unlock value and improve performance through marketing.
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