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Head of Marketing Operations and Segmentation
WeWork
New York, NY, United States
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WeWork is one of the great disrupters of the modern tech landscape. The company provides the workspace, community, and services to help people do what they love. WeWork has a singular mission to create a world where people work to make a life, not just a living.
At a critical inflection point, WeWork is rapidly growing across consumer, middle market and enterprise channels globally. It is building out teams across account development, inside sales, marketing, and local community. To scale most efficiently and ensure an outstanding end-to-end experience for prospects and internal teams, WeWork is seeking a world-class leader to create and lead a newly created Marketing Operations and Segmentation function.
ROLE AND RESPONSIBILITIES
Reporting into Marcy Shinder the Global Head of Marketing, the Head of Marketing Operations & Segmentation will serve to create a transparent, efficient and accountable view of marketing. The role will span strategic segmentation, pipeline analytics, marketing campaign operations, performance measurement, planning and budgeting, process development, marketing systems and data. This role will work in a hyper-collaborative working team model with Growth Operations, Technology, and Marketing to ensure an outstanding WeWork prospect experience and high-functioning team approach.
Specific responsibilities include:
Strategy:
• Define the marketing segmentation, data, operations strategy and tech stack that enables strategic targeting, dynamic demand generation campaigns, performance measurement, price/promotion integration, and integrated reporting across sales and marketing.
Segmentation:
• Drive segmentation strategy to enable significant acceleration in efficiency pipeline, revenue and scale operations.
• Leverage segmentation to drive pipeline tied to dynamic inventory management and price/promotion mix through targeted and modern (unique to WeWork) demand generation, nurture, journeys.
• Integrate segmentation analytics, insights and processes into product development, product marketing/packaging and sales effectiveness.
Pipeline analytics:
• Leverage data and analytics from multiple sources to inform marketing activities and investment strategies to drive conversion and accelerate sales results.
• Create framework and methodology for a predictive analytic pipeline.
Demand generation campaign operations:
• A key priority for marketing operations will be the enablement of integrated demand generation campaigns that support new buildings to open 80-100% occupied through pre-opening demand gen and sales. Beyond that, create a pipeline that enables predictive demand modeling and anticipatory demand gen (filling buildings before they are scoped/built).
• These omni-channel campaigns will heed to be ongoing and in market, in multiple geo’s, simultaneously, around the world.
• Implied in all aspects of the marketing operations role across measurement, technology, data, process and segmentation will be enablement of world-class integrated campaigns that are: 1) highly localized (eg for geo, buildings), 2) highly personalized (eg segmentation, nurture), 3) frictionless (eg conversions, hand-offs) and 4) easy to evaluate (eg through clean data, metrics and reporting).
Marketing performance measurement:
• Drive resource allocation and processes to achieve measurable gain in ROI and efficiency, while maintaining the highest level of quality in customer experience.
• Set standards across the full discipline of MPM: 1) alignment, 2) accountability, 3) analytics, 4) automation, 5) alliances, and 6) assessment.
• Leverage reporting to maximize budget and allocate resources toward highest return investments.
Technology:
• Oversee and drive the evaluation, implementation, and management of marketing technology systems -- automation, attribution, and other solutions used by the marketing team to do their jobs effectively.
• Our core tech stack must maximize Salesforce Marketing Cloud.
Data:
• Ensure consistent consumption and understanding of the data that our technology creates. For example, make sure marketing automation data is being properly collected and connected with other systems such as Salesforce.com CRM in partnership with Inside Sales, We.co, SEO, performance marketing etc.
• Drive alignment in our processes for consistency and excellence in data quality.
Process management:
• Run agile marketing alignment and campaign planning meetings.
• Ensure consistent adoption of marketing operations standards and processes across all marketing and sales channels.
PROFESSIONAL QUALIFICATIONS
• 10+ years of experience in Marketing Operations.
• Demonstrated success building new Marketing Operations functions -- system and process strategy, planning and ongoing execution.
• Exceptional leadership, organizational, and problem solving skills.
• Proven talent management experience with ability to attract, cultivate, and retain top performers in a world-class marketing operations organization.
• Strong collaborator at the leadership level while also being comfortable doing the day to day blocking and tackling work required to scale the organization.
• Self-motivated, with a strong work ethic, looking for the right company to support personal growth.
• Ability to prioritize to drive maximum returns; proven track record of exceeding revenue and lead goals.
• Strong track record in thriving in a hyper-growth environment
• Tech-savvy and up-to-date on all marketing tools, platforms and resources.
• Bachelor’s degree in business, marketing, related field.
PERSONAL CHARACTERISTICS
• Technical -- understanding of the latest marketing automation technology and strong ability to communicate with engineers and integrators.
• Analytic -- hyper-focused on data quality. A strong understanding of the interdependencies between sales processes, automation tools, data sources and the data quality that results. Mindset not only for spotting problems, but importantly the know-how to lead clean-up, fixes and prevention.
• Process oriented -- agile methodology DNA and training. A strong leader in scrum and/or other agile processes as well as a end-to-end process oriented view of the sales funnel.
• Strong Communicator -- articulate with an ability to communicate in a direct and clear manner and with empathy.
• Collaborative -- excellent relationship building skills with an ability to prioritize, negotiate, and work with a variety of internal and external stakeholders.
• Impeccable integrity and ethical standards.
• Highly adaptable, can operate in a fast-paced environment where the rules are often being defined just in time.
• A collaborator and team player; at WeWork we are “all in it together”.