Customer Marketing Lead (UK)

Global AB Advisory Board Strategy Development

• Support the Director of Customer Marketing to design a comprehensive, scalable strategy for AB advisory boards across US, UK, and ANZ regions that drives consistent execution while allowing for necessary regional adaptations
• Create standardized frameworks, processes, and best practices for the selection, engagement, and management of AB board members
• Develop programming approaches that deliver exceptional value to participants while maximizing strategic insights for Xero
• Establish clear metrics and reporting methods to demonstrate the business impact of AB advisory boards
• Collaborate closely with regional counterparts to implement the global strategy with appropriate local adaptations
• Facilitate regular knowledge sharing and best practice exchange across regions

Regional Advisory Board Execution (AB & SB)

• Manage the selection, onboarding, and ongoing engagement of AB and SB (plus enterprise where relevant) advisory board members in your region (separate AU and NZ groups for ANZ)
• Strategically plan and facilitate compelling advisory board workshops that generate meaningful insights while providing value to participants
• Build strong relationships with board members, understanding their businesses and challenges to maximize the relevance of their contributions
• Work closely with product, marketing, and leadership teams to ensure advisory board insights influence strategic decisions
• Transform board members into proactive advocates who generate referrals, testimonials, and content
• Develop content and communication strategies to share board insights across the organization
• Create and implement retention strategies to maintain engagement with high-value board members
• Develop a program that delivers value to the AB members so that they are able to grow and improve their own practices with the insights from Xero and the other members 
• Collect detailed feedback from each workshop to guide and influence product and GTM strategies

Ongoing Community Management & Communication

• Manage active Slack channels for Customer Advisory Board (CAB) members, ensuring consistent, valuable engagement between formal meetings
• Develop a content strategy for Slack channels that maintains member interest and participation
• Support in the development and delivery of key advisory board events and engagements outside of scheduled workshops (ie. Xerocon side events)
• Create and curate timely, relevant content that provides exclusive value to CAB members
• Establish clear communication protocols and cadence to keep members informed and engaged
• Monitor member engagement and proactively address declining participation
• Facilitate peer-to-peer connections and discussions among members
• Gather continuous feedback through digital channels to complement formal advisory sessions
• Use communication platforms to quickly validate ideas or gather input between formal meetings

Cross-functional Collaboration

• Identify and enlist a wide variety of stakeholders who can add value to advisory board outcomes
• Proactively maintain strong relationships with key stakeholders, ensuring they remain well-informed and eliminating surprises
• Break down silos by challenging "us vs. them" thinking, reminding all stakeholders they're working toward shared goals
• Create rich, comprehensive reports that skillfully deliver necessary information to stakeholders
• Serve as a knowledge hub, proactively disseminating insights, updates, and learnings across the organization

Process Excellence & Innovation

• Continuously monitor key metrics and benchmarks to optimize processes, products, and outcomes
• Quickly resolve process breakdowns to ensure minimal disruption in workflow
• Implement measures to prevent recurring problems
• Balance focus on key results with process optimization to ensure quality and efficiency
• Explore multiple approaches and experiment with alternatives to overcome barriers
• Apply expertise in unique and innovative ways, finding creative solutions to complex challenges
• Encourage and support creativity in others, building upon and strengthening new solutions collaborativelyProactively understand and manage risks as they relate to your role

Success looks like

• Development of a comprehensive global AB advisory board strategy implemented consistently across regions
• Successful management of vibrant, engaged AB and SB advisory boards in your region
• Active, high-engagement Slack channels with consistent member participation
• Measurable influence of advisory board insights on product roadmap and strategy decisions
• High satisfaction scores among advisory board members
• Increased external advocacy from board members through testimonials, referrals, and content participation
• Recognition of advisory boards as strategic assets rather than tactical feedback channels
• Stakeholders consistently well-informed and engaged in the advisory board program
• Innovative approaches that set new standards for customer advisory programs
• Established metrics demonstrating clear ROI of advisory board programs

Critical competencies

• Excellent facilitation skills with ability to lead productive discussions among diverse stakeholders
• Exceptional communication skills with ability to deliver complex information in a polished, precise, and compelling manner
• Demonstrated ability to encourage and incorporate diverse perspectives and ideas
• Strong project management capabilities with attention to detail and ability to manage multiple priorities
• Data-driven approach with ability to measure program effectiveness and demonstrate ROI
• Demonstrated tenacity in achieving results despite obstacles and setbacks

Experience

• Extensive experience in marketing, customer advocacy, or related fields
• Proven track record and experience developing and managing customer advisory programs or similar customer engagement initiatives
• Experience managing online communities and driving digital engagement
• Strong understanding of B2B marketing with experience in accounting, financial services, or SaaS industries preferred
• Experience working in a matrix global organizations with ability to balance global consistency with regional relevance