Applying for Senior PMM, Intercom

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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Previously at Xero Carsales ahm Jetstar
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Con Harbis
Con Harbis
Building the GTM motion for Fin...
Fin
Fin
Fin
Fin
Fin
London · No sponsorship required
WHAT I DO

Positioning from First Principles

I was the first PMM for Xero Payroll globally. The challenge was positioning a complex, compliance-heavy product in a competitive market with no inherited structure to work from. Intercom's helpdesk faces the same problem: a reimagined product in a market conditioned by legacy tools. That's the kind of brief I'm built for.

AI-First GTM

I led early positioning and announcement strategy for Xero's AI-powered features ahead of Xerocon, translating technical capability into customer-facing value. Fin needs exactly this thinking: helping buyers understand not just what it does, but why it changes how support works entirely.

Inside Product Teams

I sat on the Payroll leadership team with PMs, Designers, and Engineers, not beside them. The PM background means I contribute to what gets built, not just how it's positioned. That proximity shapes better products and sharper GTM because the brief starts earlier.

Full-Cycle GTM

From market segmentation and ICP development through to activation experiments and sales enablement. I've run the full loop across three markets and seven years. Not just the launch moment, but the ongoing GTM motion that compounds over time.

WHY INTERCOM

A direct fit

AI-native product
Fin is the kind of product PMMs dream about positioning. AI that actually does the job, not AI as a feature flag. The GTM challenge is helping buyers understand why it's genuinely different. That's first-principles positioning.
First-principles problem
The helpdesk market is being reimagined. Incumbents are legacy. The PMM problem is helping buyers see past the familiar and understand why switching matters now. That's exactly the brief I had at Xero Payroll.
Did it at Xero
First PMM for a complex integrated product in a competitive market. Developed positioning and GTM motion that contributed to 154% revenue growth. Scaled across AU, NZ, and UK.
Product team proximity
I sat on the Payroll leadership team alongside PMs, Designers, and Engineers. I want to shape what gets built, not just how it's sold. That's where the best GTM starts, before the brief is written.
AI positioning experience
Led Xero's AI feature positioning and announcement strategy at Xerocon. I know how to turn technical capability into a market narrative that a sales team can explain and a buyer can actually understand.
London-based
Based in London, no sponsorship required. Available immediately. Not a relocation conversation.
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 on a coherent market narrative and GTM execution.
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 across the Payroll portfolio.
+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, leading competitive and market analysis that informed the build/buy/partner decision. Led the GTM kickoff when the US partnership direction was confirmed.
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 Intercom is the AI positioning: 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. And the ICP and segmentation work, partnering with the Strategy team to identify target customer cohorts and model opportunity by segment, translating that into annual GTM priorities. That's the kind of strategic grounding that makes GTM motion compound over time.

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 in a competitive market.
✓Led AI feature positioning and announcement strategy at Xerocon
✓Sits on product leadership teams, not just beside them
✓Full-cycle GTM: segmentation → ICP → experiments → enablement
✓Complex B2B SaaS: compliance-heavy, multi-region, educated buyers
✓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. Developed 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

Defined Xero's UK segmentation and ICP

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+ ARR

Launched a standalone payroll product in 3 months, scaling to $6M+ annual revenue. Ran service design workshops to shape the launch experience and owned the end-to-end GTM execution that got 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.