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.