Role overview

As SEM Senior Manager at Xero, you will lead the technical evolution of the company’s global Paid Search program. This hands-on role focuses on leveraging automation, AI and data to drive scalable growth and modernise how Xero’s SEM operations function. You’ll work with specialist teams across the organisation to transform complex performance challenges into sustainable solutions.

Key responsibilities

Evolve the technical foundations of Xero’s global SEM program, identifying opportunities to improve scalability, automation and overall performance across markets.
Build and operationalise AI-powered workflows that automate optimisation, analysis, reporting and operational processes across the Paid Search channel.
Advance AI-driven SEM capabilities including automated bidding and decision-making systems, ensuring robust validation, guardrails and measurement frameworks are in place.
Identify and deliver new automation opportunities by converting manual or complex SEM processes into scalable, reusable solutions.
Partner with Data Science, Marketing Technology and Product teams to integrate data, AI and emerging technology into Xero’s SEM ecosystem.
Explore and test emerging search and AI capabilities to determine where new technologies can deliver genuine commercial advantage.
Act as a senior technical voice across the organisation, translating complex concepts into clear recommendations for senior stakeholders.

Requirements

Deep, hands-on SEM expertise with proven experience managing large-scale, multi-market Paid Search programs and strong knowledge of Google Ads, SA360 and modern bidding and automation approaches.
Demonstrated 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, AirOps, n8n, Make, Zapier, OpenAI, Claude or similar platforms.
Strong analytical and problem-solving skills, with the ability to work through complex performance and technical challenges and translate data into clear actions.
Proactive, solutions-first mindset with a natural ability to identify opportunities, experiment and build rather than waiting for direction.
Strong communication and stakeholder management skills, capable of translating complex technical concepts into clear recommendations and influencing senior leaders.
Collaborative, low-ego approach with a willingness to share knowledge, mentor others and elevate the technical capability of the broader team.

What makes this role worth considering

You’ll join Xero’s specialist global SEM team focused on using data, experimentation and technology to continually improve performance and unlock growth. The role offers a hybrid working model that balances office collaboration with the flexibility to work from home, while giving you the opportunity to shape how a major organisation applies emerging AI and automation technology to search marketing at scale.