APPLYING FOR DIRECTOR, PRODUCT MARKETING INTERNATIONAL, CRESTA

CON HARBIS

I build products and take them to market.
Most people do one or the other.

15+ years in product marketing and product management. I sit inside product teams, shape how products go to market, and work across regions to make it land. Based in London.

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Con Harbis
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London · No sponsorship required
WHAT I DO

Multi-Region GTM

I've owned GTM strategy across UK, AU, and NZ, translating global positioning into market-specific narratives and execution plans. I've built region-specific segmentation, adapted messaging to local competitive dynamics, and contributed to North American market entry evaluation. Multi-region GTM is where I've done some of my best work.

Product Team Proximity

I sat on the Payroll leadership team alongside PMs, Designers, and Engineers. I contribute to what gets built, not just how it's sold. That proximity to product shapes sharper positioning because the brief starts before the roadmap is locked.

Positioning from First Principles

I develop value propositions for complex, technical products that buyers need educating on before they'll move. At Xero that meant positioning compliance-heavy payroll software against established competitors in multiple markets. At Cresta it means helping enterprise buyers understand why AI that works alongside humans delivers outcomes neither could achieve alone.

Field Enablement

I've built the playbooks, battlecards, and sales narratives that commercial teams actually use. At Xero I created GTM enablement across three markets for internal teams and accounting partners.

WHY CRESTA

A direct fit

MULTI-REGION GTM EXPERIENCE

I've owned GTM strategy across UK, AU, and NZ, building region-specific segmentation and adapting positioning to local market dynamics. I've also contributed to North American market entry evaluation. The challenge of adapting a global platform story to regional markets, sometimes with nuance and sometimes with more fundamental changes based on product maturity and local dynamics, is work I've done across multiple markets and multiple years.

AI PLATFORM POSITIONING

I led early positioning and announcement strategy for Xero's AI-powered features ahead of Xerocon, translating technical capabilities into customer-facing value. Part of that story was positioning an integrated platform where AI and human work together, not separately. That's exactly the narrative challenge at Cresta.

ENTERPRISE B2B BACKGROUND

My work has been in complex, compliance-heavy B2B SaaS with professional buyers who need educating before they'll move. I've worked across buyer profiles, from enterprise accounting firms in AU through to smaller practices in NZ and UK. Understanding how different buyers evaluate and adopt complex platforms, and how to arm sales with the right narrative for each, is something I've developed across multiple markets.

CONNECTIVE TISSUE BETWEEN GLOBAL AND REGIONAL

At Xero I served as the primary PMM for global payroll across three markets, translating global strategy into regional execution while feeding market insights back into product direction and positioning. That balance between global consistency and local relevance is exactly what this role describes.

PRODUCT TEAM PROXIMITY

I sat on the Payroll leadership team alongside PMs, Designers, and Engineers. I contribute to what gets built, not just how it's sold. That's where the best GTM starts, before the brief is written.

LONDON-BASED

Based in London, no sponsorship required.

BY THE NUMBERS
0%
Revenue growth
Contributed to at Xero across UK, AU, NZ
$400M+
Portfolio managed
Xero Payroll across three markets
0%
Activation increase
In six months through GTM experiments
0%
UK growth YoY
Xero Payroll, coordinated GTM strategy
$6M+
Revenue at launch
Standalone payroll, zero to market in 3 months
0+
Years across PMM and PM
SaaS, fintech, travel, insurance
SKILLS & EXPERTISE

Where I'm strongest

Skills in action
154%
Revenue growth via GTM alignment
Helped drive 154% revenue growth across AU, NZ and UK through strategic positioning and aligning Product, Sales, and Marketing.
ICP
Segmentation to market strategy
Led UK market segmentation and ICP development, identifying target customer cohorts and modelling opportunity by segment to inform annual GTM strategy and product investment priorities.
18%
Activation uplift via GTM experiments
Ran quarterly experiment programmes with GTM and Product teams, testing offers, messaging, activation flows, and channel mix to drive an 18% activation increase across UK Payroll in six months.
NA
North American market entry
Contributed to Canadian market entry evaluation as part of Xero's new growth markets team, leading competitive and market analysis that informed the build/buy/partner decision. When a new partnership direction was confirmed for the US, led the GTM kickoff to activate it commercially.
PROFESSIONAL SUMMARY
"

At Xero I came in as the first PMM for payroll globally. I developed the positioning, messaging, GTM frameworks, and sales enablement that helped drive 154% revenue growth across a $400M+ portfolio spanning UK, Australia, and New Zealand.

The work most relevant to Cresta is the multi-region GTM ownership. I built region-specific segmentation and ICP frameworks, adapted global positioning to local market dynamics, and ran quarterly experiment programmes that drove an 18% activation increase in six months across UK Payroll. I also contributed to Canadian market entry evaluation through competitive and market analysis, and led the GTM kickoff when the US partnership direction was confirmed. Working across markets at different stages of maturity, with different competitive sets and buyer behaviours, is where I've spent a significant part of my career.

The AI positioning angle is directly relevant too. I led early positioning and announcement strategy for Xero's AI-powered features ahead of Xerocon, translating technical capability into something the sales team could explain and buyers could actually understand. Cresta's challenge of helping enterprise buyers see why AI working alongside humans delivers something neither could achieve alone is a first-principles positioning problem I find most interesting.

Before moving into product marketing I spent years as a Senior Product Manager at Carsales, and then at Xero as Product Manager for NZ Payroll. It changes how I work with product teams. I understand the build trade-offs, the roadmap constraints, the engineering reality. That proximity makes for better positioning, because I know what the product can actually deliver.

Quick take
✓First PMM for Xero Payroll globally. Developed positioning, messaging frameworks, and GTM foundations across a $400M+ portfolio
✓Contributed to 154% revenue growth through GTM alignment across three markets
✓Led GTM across UK, AU, and NZ. Contributed to North American market entry evaluation
✓Led UK segmentation and ICP development informing annual GTM strategy and product investment priorities
✓Led AI feature positioning and announcement strategy ahead of Xerocon
✓Sits inside product teams, influences roadmap. PM background is real, not decorative
✓London-based. No sponsorship required
CAREER HISTORY
Xero
Mar 2022 – Apr 2026
Senior Global Product Marketing Manager

Led global product marketing strategy for Xero Payroll and employee management offerings across AU, NZ, and UK. Core member of the Payroll leadership team alongside PMs, Designers and Engineers. The payroll platform is a $400M+ revenue portfolio processing $150B+ in annual payroll for 3M+ employees globally.

  • Grew UK product 13% YoY with activations up 18% in 6 months through quarterly GTM experiments with Product and Sales teams
  • Led early positioning and announcement strategy for Xero's AI-powered features, translating technical capabilities into customer-facing value
  • Led UK market segmentation and ICP development, identifying target customer cohorts and modelling opportunity by segment to inform annual GTM strategy and product investment priorities
  • Contributed to Canadian market entry evaluation as part of the new growth markets team, leading competitive and market analysis that informed the build/buy/partner decision. Led GTM kickoff for US market entry following confirmation of new partnership direction
  • Led Xero Payroll messaging and presence across Xerocon, regional roadshows, and accounting industry events, including beta recruitment programmes ahead of product launches
Global GTMPayrollRoadmap InfluenceAI PositioningICP DevelopmentXerocon
Global Product Marketing Manager
Sep 2018 – Mar 2022

First PMM for Xero Payroll globally. Came in with no inherited playbook and built the positioning, messaging frameworks, GTM playbooks and sales enablement across AU, NZ and UK.

  • Helped drive 154% revenue growth across AU, NZ and UK through strategic positioning and aligning product and sales teams on GTM execution
  • Launched standalone payroll product in 3 months, scaling to $6M+ annual revenue and establishing Xero as market leader
  • Established PMM processes and frameworks that improved how products and features were launched across the organisation
  • Created GTM playbooks and sales enablement materials across all regions
PositioningGTM PlaybooksSales EnablementMulti-region
Product Manager, NZ Payroll
Mar 2017 – Sep 2018

Led NZ Payroll product within a global team. Defined product vision and 3-year strategy through market research and stakeholder consultation, managing delivery using agile and lean approaches.

  • Drove subscribers by 80% and employees paid by 87%, directly driving revenue growth and market expansion
  • Launched Contractors feature that became the global template, closing a critical gap in the NZ market and rolling out to all international regions
Product ManagementRoadmapAgileNZ Market
ahm (Medibank)
Dec 2015 – Oct 2016
Digital Product Manager

Led digital transformation, guiding cross-functional teams to deliver customer-focused experiences aligned with digital-first strategy. Developed CRO roadmap to improve conversion and customer experience.

  • Reversed declining conversion trends with 19% increase in online purchases through data-driven purchase form redesign
  • Drove 12 to 13% conversion uplift by building a resume journey feature for returning visitors
CRODigital ProductConversionHealth Insurance
Carsales
Apr 2010 – Dec 2015
Senior Product Manager

Managed product portfolio of 10 market-leading online brands, driving revenue growth, product innovation, and UX improvements while leading cross-functional teams across Product, UX, Marketing, Sales, and Customer Experience.

  • Launched complete quicksales website redesign and new iOS app within a 3-month timeframe
  • Supported SEO/SEM strategy that kept multiple brands at number one market positions
  • Recognised for exceptional performance with Product & Technology Monthly Award
Product StrategyMarketplaceTeam LeadershipAgile
Jetstar
Sep 2007 – Apr 2010
eCommerce Product Manager

Drove eCommerce innovation for Jetstar's digital booking, mobile, and airport experiences. Managed development of 13 multi-language web and mobile sites.

  • Managed implementation of world-first SMS Boarding Pass solution into Web Check-in system
  • Launched Jetstar's first mobile websites across multiple languages in the early smartphone era
  • Created new revenue streams through flexible booking and seat selection products
eCommerceTravelMobileDigital
KEY HIGHLIGHTS

Work I'm proud of

XERO — UK GTM

Helped grow UK payroll 13% YoY, with activations up 18% in six months

Ran a quarterly experiment programme with GTM and Product teams, testing messaging, activation flows, and channel mix to find what moved the numbers.

XERO — MARKET STRATEGY

Led Xero's UK segmentation and ICP development

Led UK market segmentation and ICP development, identifying target customer cohorts and modelling opportunity by segment to inform annual GTM strategy and product investment priorities.

XERO — PRODUCT LAUNCH

Took a standalone payroll product from zero to $6M+ ARR

Launched a standalone payroll product in 3 months, scaling to $6M+ annual revenue. Ran service design workshops to shape the launch experience and developed the positioning and messaging frameworks the local marketing and commercial teams used to take it to market.

XERO — AI GTM

Led early positioning and announcement strategy for Xero's AI-powered features ahead of Xerocon

Translated technical capabilities into customer-facing value and competitive differentiation, making AI features something the sales team could explain and buyers could actually understand.

XERO — MARKET ENTRY

Contributed to North American market entry across two separate initiatives

Led competitive and market analysis for the Canadian market entry evaluation, informing the build/buy/partner decision. When a new partnership direction was confirmed for the US, led the GTM kickoff to activate it commercially.

FOUNDER & DIRECTOR

Founded a youth football coaching business and ran it for three years alongside a full-time senior role

Built The Football Practice from scratch: brand, curriculum, booking system, and customer experience. Scaled to 50+ players across five weekly sessions. Ran profitably for three years. Closed by choice.

PERSONAL BACKGROUND

A bit about me

Product Marketing Leader

15+ years across product, commercial, and customer. Before moving into product marketing I spent years as a Senior Product Manager at Carsales, and then at Xero as Product Manager for NZ Payroll. It changes how I work with product teams and how I think about what the market actually needs before we build anything.

My career has involved complex SaaS: compliance-heavy products, multi-region markets, buyers who need educating before they'll move.

Founder & Director, The Football Practice

I founded and ran The Football Practice, a youth football coaching business, for three years alongside a full-time senior role at Xero. Built it from nothing: brand, curriculum, operations, customer experience. Scaled to 50+ players across five weekly sessions before closing by choice.

I spotted a gap in the market, built something from scratch to fill it, and learned what worked by watching what kids and parents actually responded to.