Con Harbis

conharbis@gmail.com | linkedin.com/in/conharbis

Senior Product Marketing Manager · Payments GTM · 7.5 years Product Marketing · 15+ years Product Marketing and Product Management combined

I turn complex B2B products into revenue. Positioning, GTM, and the sales enablement that makes it land.

CON HARBIS · SENIOR PRODUCT MARKETING MANAGER · PAYMENTS GTM · LONDON

I turn complex B2B products
into revenue.
Positioning, GTM, and the
sales enablement that lands.

7.5 years in Product Marketing, 15+ across Product Marketing and Product Management combined. Led multi-region GTM across UK, AU and NZ for a $400M+ portfolio, helping drive 154% revenue growth through positioning, sales enablement, and GTM experiments that moved the numbers.

I bring the voice of the customer into the room, translate it into messaging that lands, and build the enablement that gives commercial teams the edge to win. I've been building with AI tools and actively optimising how I work, inside and outside the day job. It's become part of how I think, not a side interest. London-based, no sponsorship required.

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Con Harbis
⚡ TARGET ROLE
Senior PMM — Payments GTM
GoCardless · London
KEY METRICS
0%
154%
Revenue Growth
Driven across AU, NZ & UK markets
$400M+
Portfolio Managed
Xero Payroll, processes $150B+ annually
0%
18%
Activation Lift
UK · 6 months · GTM experiments
0%
13%
UK Revenue Growth
YoY · GTM and product experiments
EMEA
Market Ready
London-based · No sponsorship required
15+
Years Experience
SaaS · Travel · Insurance · Media · Sports
CORE COMPETENCIES

Skills & Expertise

Key Skills & Competencies

DATA IN ACTION
154%
Revenue growth → GTM alignment
Contributed to 154% revenue growth across AU, NZ, and UK through coordinated GTM strategy, positioning, and cross-functional alignment across Product, Sales, and Marketing.
ICP
Segmentation → 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 gaps → GTM experiments
Identified activation drop-off points across the UK funnel and ran a quarterly experiment programme with GTM and Product teams that lifted UK activation 18% in 6 months.
SMB
Customer research → product and commercial decisions
Built deep customer understanding for SMB and accountant buyers through research, interviews, and behavioural analysis. Used that insight to shape positioning, GTM priorities, and the sales enablement that helped commercial teams convert.
AI
Building with AI, not just following it.
I've been pushing how far I can take these tools, inside the day job and outside it. It's shifted how fast I move, how I pressure-test ideas, and how I approach problems I haven't faced before. Not a trend I'm watching. Something I'm doing.
Key Skills: Storytelling & Messaging · GTM Execution · Payments GTM · Voice of Customer · Sales Enablement · Data-Driven Decision Making · Feature Launch Strategy · Competitive Intelligence · Cross-Functional Leadership
PROFESSIONAL SUMMARY

Professional Summary

"

7.5 years in Product Marketing, 15+ across PM and PMM combined. At Xero I came in as the first PMM for payroll globally and 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 most relevant to GoCardless is the customer and market intelligence side. Leading UK market segmentation and ICP development, identifying target customer cohorts and modelling opportunity by segment to inform annual GTM strategy. Building early positioning for Xero's AI-powered features, translating technical capability into something buyers could understand. And running GTM experiments with Product and Sales teams that moved UK activation 18% in six months.

Payments experience runs through all of it. Xero Payroll sits inside the payments ecosystem, with compliance requirements, multi-jurisdiction flows, and SMB buyers who need to trust the product before they move. GoCardless also has a deep integration with Xero, so the customer base, the commercial context, and the product relationships are all familiar territory.

WHY GOCARDLESS
Payments GTM is familiar ground. Xero Payroll sits inside the payments ecosystem: compliance requirements, multi-jurisdiction flows, SMB buyers who need to trust the product before they move.
GoCardless and Xero are deeply integrated. The SMB customer base, the accountant channel, and the commercial relationships overlap directly. That context doesn't need explaining, it's already there.
Built ICP and segmentation frameworks for SMB buyers at scale. That's the exact customer base GoCardless is trying to grow in the self-serve segment.
Ran activation experiments with GTM and Product teams that lifted UK activation 18% in 6 months. Adoption and revenue impact, not just campaign delivery.
London-based. No sponsorship required.
CAREER HISTORY

Career History

MAR 2022
PRESENT

Senior Global Product Marketing Manager

Xero

Led global product marketing strategy for Xero Payroll and employee management offerings across AU, NZ, and UK. Core member of the Payroll leadership team. 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
  • Developed GTM strategy and positioning for AI-powered features, translating technical capabilities into competitive customer value
  • Led UK market segmentation and ICP development, partnering with Strategy team on opportunity modelling that shaped annual GTM strategy
  • Led North American market entry strategy, evaluating buy/build/partner options as key member of new growth markets team
SEP 2018
MAR 2022

Global Product Marketing Manager

Xero

First and only Product Marketer for Xero Payroll globally. Developed global value propositions, messaging frameworks, and GTM capabilities as key member of Payroll leadership team across AU, NZ, and UK markets.

  • 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
MAR 2017
SEP 2018

Product Manager

Xero

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, rolling out to all international regions
DEC 2015
OCT 2016

Digital Product Manager

ahm Health Insurance

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 12–13% conversion uplift by building a "resume journey" feature for returning visitors
APR 2010
DEC 2015

Senior Product Manager

Carsales.com Ltd

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 #1 market positions
  • Recognised for exceptional performance with Product & Technology Monthly Award
SEP 2007
APR 2010

eCommerce Product Manager

Jetstar Airways

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
KEY ACHIEVEMENTS

Key Achievements

154%
Revenue Growth
Contributed to 154% revenue growth across AU, NZ and UK through strategic positioning and GTM alignment
Xero · Global PMM
3mo
Standalone Product Launch
Zero to $6M+ ARR, establishing Xero as market leader in standalone payroll
Xero · Global PMM
18%
Activation Lift in 6 Months
UK product activation up 18% in 6 months through GTM and product experiments with cross-functional teams
Xero · Senior PMM
AI
AI Feature GTM Strategy
Built GTM strategy and positioning for AI-powered payroll features at Xero, translating technical capabilities into customer value and competitive differentiation for SMB and accountant buyers
Xero · Senior PMM
ICP
Market Segmentation & ICP
Led UK segmentation and ICP development, opportunity modelling shaped the annual GTM strategy
Xero · Senior PMM
80%
Subscriber Growth
NZ Payroll subscribers up 80%, employees paid up 87%, direct revenue and market expansion
Xero · Product Manager
19%
Conversion Uplift
Reversed declining conversion with 19% increase in online purchases through data-driven redesign
ahm Health Insurance
1st
World-First SMS Boarding Pass
Managed implementation of world-first SMS Boarding Pass solution into Jetstar's Web Check-in system
Jetstar Airways
PERSONAL BACKGROUND

Personal Background

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 and 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.