CON HARBIS

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

15+ years across Product Marketing and Product Management in SaaS, fintech, travel, and insurance. 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
London · No sponsorship required
Previously at
Xero Carsales ahm Jetstar
WHAT I DO

Product Strategy & GTM

I work closely with product teams to understand what's being built and help shape how it lands in market. At Xero that meant UK segmentation and ICP work, GTM strategy across a $400M+ portfolio, and building early positioning for AI features.

Cross-Functional Leadership

I've sat inside product teams, not beside them. At Xero I was on the Payroll leadership team with PMs, Designers and Engineers. I know how to work with all sides, and the PM background helps a lot with that.

Stakeholder Management

I've worked with regional leadership teams, core working groups, and strategy teams on multi-year product strategies. Contributing to product direction and aligning GTM and Product across UK, AU, and NZ at the same time.

Market Expansion

I've helped open new markets, not just run the ones that already exist. Canadian market entry evaluation, competitive analysis that fed the build/buy/partner thinking, GTM kickoff for the US partnership. Plus the UK segmentation and ICP work that shaped how the team decided where to focus each year.

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
Cohort analysis and market data shaped UK ICP development and opportunity modelling, directly informing the annual GTM strategy and resource allocation.
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: no framework, no playbook, no inherited structure. I built 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 I'm most proud of is strategic. Leading UK market segmentation and ICP development with the Strategy team. Taking a standalone payroll product from zero to market in three months, establishing Xero as a market leader in AU. Contributing to Canadian market entry evaluation through competitive and market analysis, then leading the GTM kickoff when the US partnership direction was confirmed. Building early positioning and announcement strategy for Xero's AI-powered features. Sitting on the Payroll leadership team with PMs, Designers, and Engineers, influencing what gets built, not just how it's positioned.

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.

Quick take
✓First PMM for Xero Payroll globally. Built the positioning, playbooks, and GTM foundations from scratch
✓Sits on product leadership teams, not just beside them
✓Senior-level PM background: roadmaps, delivery, agile
✓Multi-region GTM across UK, AU, and NZ
✓B2B SaaS and B2C experience across five companies
✓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, partnering with Strategy team on opportunity modelling that shaped annual GTM strategy
  • 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. Built the positioning, messaging frameworks, GTM playbooks, and sales enablement from scratch across AU, NZ and UK markets as a key member of the Payroll leadership team.

  • 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

Built Xero's UK segmentation and ICP from scratch

Partnered with the Strategy team to identify target customer cohorts and model opportunity by segment, translating that into annual GTM priorities.

XERO — PRODUCT LAUNCH

Took a standalone payroll product from zero to $6M+ annual revenue in three months

First to market, built from scratch. Owned positioning, launch execution, and the sales enablement that helped the team land early customers in a competitive 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.

Most of my career has been in complex B2B SaaS: compliance-heavy products, multi-region markets, buyers who need educating before they'll move. I've also done B2C at Jetstar and ahm, which keeps me honest about what real customers actually respond to.

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.

Sport has shaped how I think about feedback loops, team performance, and building things that last.