---
title: 'SEM Senior Manager at Xero'
canonical: 'https://feeny.ai/job/sem-senior-manager-xero-sydney-wjxe3syb7874'
type: 'job'
last_seen: '2026-09-12'
---

# SEM Senior Manager at Xero

- **Company:** [Xero](https://feeny.ai/companies/xero)
- **Location:** Sydney, Australia
- **Employment:** full-time
- **Work type:** hybrid
- **Posted:** 2026-09-11
- **Last confirmed live:** 2026-09-12
- **Apply:** https://jobs.ashbyhq.com/xero/9bcc876d-22b6-4236-a941-94ff4c5735d4

## Job description

## The role / impact

As the SEM Senior Manager, you will play a critical role in shaping the future of Xero’s global Paid Search program. This is a highly technical, hands-on role focused on using automation, AI and data to unlock scalable growth and improve how our SEM operation works. You will help evolve the technical foundations of the channel, from AI-powered optimisation workflows and automation through to feeds, scripting and new ways of using emerging technology across search. You’ll work closely with SEM specialists, Data Science, Marketing Technology and Product teams to turn complex performance challenges into scalable solutions. Your impact will go beyond campaign optimisation. You’ll help define how Xero applies AI and automation to Paid Search, build systems that improve decision quality and speed, and act as a senior technical voice across the organisation, translating complex ideas into clear opportunities for senior stakeholders. The team / how they connect You will join Xero’s global SEM team, a specialist group spanning technical SEM, bidding and optimisation, creative and AI. The team manages Paid Search across Xero’s global markets and is focused on using data, experimentation and technology to continually improve performance and unlock new growth opportunities. You’ll work closely with the Head of SEM and our existing SEM team, while partnering across Data Science, Marketing Technology, Product, CRO and the wider Performance Marketing organisation. As a senior leader within the team, you’ll bring new ideas, share your expertise and help elevate the technical capability of those around you. Initially, you will focus on:

- Evolving the technical foundations of our global SEM program, identifying opportunities to improve scalability, automation and performance
- Building and operationalising AI-powered workflows that automate optimisation, analysis, reporting and operational processes
- Advancing our AI-driven SEM capabilities, including automated bidding and decision-making systems, with robust validation, guardrails and measurement
- Identifying and delivering new automation opportunities, turning manual or complex SEM processes into scalable, reusable solutions
- Partnering with Data Science, Marketing Technology and Product to connect data, AI and emerging technology into our SEM ecosystem
- Exploring emerging search and AI capabilities, testing where new technologies can create genuine commercial advantage

Where and how you can work Xero offers a hybrid working model that balances flexibility with the value of working together in person. You’ll spend time in our office collaborating with the team, while also having the flexibility to work from home when it makes sense. As part of a global SEM and Performance Marketing team, you’ll also collaborate regularly with colleagues and partners across different markets and time zones. Here are some of the things we are looking for

- Deep, hands-on SEM expertise, with experience managing large-scale, multi-market Paid Search programs and a strong understanding of Google Ads, SA360 and modern bidding and automation
- Proven technical builder capability, with experience designing and deploying automation, workflows or other technical solutions that solve real performance marketing problems
- Hands-on experience with AI and workflow orchestration tools, such as [Tray.ai](http://Tray.ai), AirOps, n8n, Make, Zapier, OpenAI, Claude or similar technologies
- Strong analytical and problem-solving skills, with the ability to work through complex performance and technical challenges and turn data into clear actions
- A proactive, solutions-first mindset, someone who naturally identifies opportunities, experiments and builds rather than waiting for a brief
- Strong communication and stakeholder skills, with the ability to translate complex technical concepts into clear recommendations and influence senior stakeholders
- A collaborative, low-ego approach, with a willingness to share knowledge, mentor others and elevate the technical capability of the wider team

If you don’t tick every box, we’d still love to hear from you. We’re looking for deep SEM and technical capability, but we know great candidates can develop those skills through different experiences and career paths. At Xero, we value your skills, curiosity, passion and the unique perspective you can bring to our team.

## About Xero

## Company Overview
- **One-liner**: Xero provides cloud-based accounting and financial management software for small businesses, serving over 4.9 million customers worldwide.
- **Entity Type**: Public (ASX: XRO, S&P/ASX 200 component)
- **Headquarters**: Wellington, New Zealand
- **Founded**: July 6, 2006
- **Founders**: Rod Drury, Hamish Edwards

## Core Business
- **Primary industry**: Cloud accounting software (SaaS)
- **Target customers**: Small businesses, accountants, and bookkeepers (B2B)
- **Mission**: To make life better for small businesses globally by automating routine tasks and delivering actionable insights.

## Products & Services
- **Xero Accounting Software**: Cloud-based platform for invoicing, bank reconciliation, expense tracking, payroll, and financial reporting. Sold by subscription (Starter, Standard, Premium tiers).
- **JAX – AI Finance Partner**: An AI-powered assistant integrated into Xero that automates routine tasks and provides insights to help businesses grow.
- **Xero Ecosystem**: Over 1,000 third-party app integrations via the Xero App Store, covering payments, inventory, CRM, and more.
- **Xero for Nonprofits**: Discounted subscriptions (25% off) for eligible nonprofit and community organisations.
- **Xero for Purpose**: Social impact initiatives including financial literacy programmes (Unlock Your Numbers), sustainability tools (Sumday carbon app), and the Xero Beautiful Business Fund (NZ$750,000+ in funding annually).

## Market Standing
- **Valuation/Market Cap**: Not disclosed in provided sources (publicly traded with market cap available on ASX; latest data not included in search results).
- **Key Metric**: Annual Revenue NZ$2.103 billion (FY2025); Net income NZ$227.8 million (FY2025).
- **Notable Investors/Partners**: Board Chair David Thodey; CEO Sukhinder Singh Cassidy. In June 2025, Xero announced an agreement to acquire Melio, a New York-based payments provider, for $2.5 billion.
- **Growth Signals**: Achieved Rule of 40 outcomes of 41.0% (May 2024) and 43.9% (Nov 2024). Customer base grew to 4.9 million. Headcount of 4,610 employees (2025). Expanding globally with offices in New Zealand, Australia, UK, US, Canada, South Africa, and Singapore.

## Competitive Advantages
- **Market leader** in cloud accounting across New Zealand, Australia, and the UK.
- **AI-first approach** with JAX, embedded directly into the core product to reduce manual work.
- **Extensive integration ecosystem** (1,000+ apps) creating high switching costs for customers.
- **Strong brand trust** built over 19 years with a focus on small business success.

## Strategic Focus
- **AI and automation**: Deepening AI capabilities (JAX) to deliver predictive insights and automate finance workflows.
- **Payments expansion**: Acquisition of Melio to strengthen payments capabilities for small businesses.
- **Sustainability**: Reducing carbon emissions (72% reduction in scope 1 & 2), offering free carbon accounting tools, and supporting small business sustainability.
- **Social impact**: Scaling programmes like the Beautiful Business Fund and financial literacy initiatives.

## Why Work Here
- **Culture**: Values-driven, human-centric organisation with a focus on making a tangible impact on small businesses globally.
- **Flexibility**: Emphasises a flexible environment and time for what matters most (remote/hybrid policy not explicitly stated but implied).
- **Perks & benefits**:
  - One paid day off per year for volunteering (Community Connect programme).
  - Free access to Sumday carbon accounting app for employees.
  - Financial literacy resources and mentorship programmes.
- **Engineering & innovation**: Dedicated Engineering and Data & AI teams (open roles visible on careers page). Global collaboration across 7+ countries.
- **Diversity & inclusion**: Indigenous inclusion initiatives (te ao Māori in NZ, Reconciliation Action Plan in Australia), support for Indigenous communities.
- **Sustainability focus**: Employees can contribute to environmental goals through company-wide initiatives.

## Sources
1. [Wikipedia – Xero](https://en.wikipedia.org/wiki/Xero)
2. [Xero About Page](https://www.xero.com/au/about/)
3. [Xero Careers – Inside Xero](https://careers.xero.com/inside-xero/)
4. [Xero Careers – Teams](https://careers.xero.com/)
5. [Xero Homepage](https://www.xero.com/)

## Other roles at Xero

- [Small Business Onboarding Specialist](https://feeny.ai/job/small-business-onboarding-specialist-xero-cape-town-ckyegg0g1wfz) — Cape Town, South Africa
- [Sales Development Specialist](https://feeny.ai/job/sales-development-specialist-xero-melbourne-shak0pynckqn) — Melbourne, Australia
- [Customer Growth Specialist](https://feeny.ai/job/customer-growth-specialist-xero-melbourne-nttx72xfyyvx) — Melbourne, Australia
- [Account Executive](https://feeny.ai/job/account-executive-xero-auckland-24xhvx12wnte) — Auckland, New Zealand
- [SEM Senior Manager](https://feeny.ai/job/sem-senior-manager-xero-brisbane-gj9tkq583dnm) — Brisbane, Australia
- [SEM Senior Manager](https://feeny.ai/job/sem-senior-manager-xero-melbourne-38tzvghsmasf) — Melbourne, Australia
- [SEM Senior Manager](https://feeny.ai/job/sem-senior-manager-xero-auckland-94sjyamt3khc) — Auckland, New Zealand
- [Senior Engineer - Database](https://feeny.ai/job/senior-engineer-database-xero-auckland-9rfj2zffbkcs) — Auckland, New Zealand
- [Senior Product Manager - Payments & APIs](https://feeny.ai/job/senior-product-manager-payments-apis-xero-vancouver-8ars13emnqra) — Vancouver, Canada
- [Workforce Coordinator - Melio](https://feeny.ai/job/workforce-coordinator-melio-xero-auckland-3qbez4ywdksd) — Auckland, New Zealand