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Head of Global Demand Generation
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 sales, broker and network channels, account development, inside sales, global and regional 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 Head of Marketing, West function.
ROLE AND RESPONSIBILITIES
Reporting to VP/Global Head of Growth Acquisition, the role will serve to build and drive a high-impact business to business marketing function. The role will span B2B marketing and will lead the development of the B2B Growth Marketing function for WeWork. Accountabilities include strategic account-based marketing segmentation, pipeline accountability and analytics, marketing campaign operations, 360 degree omni-channel marketing across paid, owned and earned channels fully integrated with sales, go-to-market campaigns, hyper-targeted sales events, performance measurement, and sales enablement. The role will own a substantial budget and will oversee ongoing ROI performance metrics and real-time optimization of spend. This role will work in a hyper-collaborative working team model with Global Marketing and regions to ensure an outstanding WeWork prospect experience and high-functioning team approach.
Specific responsibilities include:
B2B Marketing Strategy:
• Develop theoverall strategy for the B2B marketing function, org structure, systems enablers and aligned metrics behind an aggressive set of growth KPIs
• Create a set of demand generation processes and set of campaigns to support 50+ new location openings per year in key markets.
• Partner with the global media team and support campaigns with an integrated 360 degree marketing approach -- inclusive of paid media, content marketing, sales events, select out-of-home and audio/video. Leverage the Global Marketing team for creative assets and content to enable scale.
• Align account-based-marketing tactics behind the sales team plans, with a well integrated set of marketing campaigns, sales surges, nurture journeys, engagement experiences (eg sales events) and metrics
• Engage the world’s premiere thinkers, partners, brands to advance the WeWork B2B program to be truly world class.
Pipeline analytics:
• Serve as the regions “pipeline czar” -- with a strong command of all aspects of the marketing and sales funnels.
• Drive ongoing conversion improvements through the funnel and hold sales and marketing team counterparts accountable to key SLA’s
• Create accountability through marketing metrics and reporting transparency
Demand generation campaigns, content, events and operations:
• Deliver the target and required number of leads by segment required to achieve desk sales and overall revenue objectives
• Establish marketing operations excellence across SFDC CRM and campaign operations
• Link with Sales Operations for fully integrated processes, reporting and aligned metrics for “one funnel” operations across sales and marketing.
• Create and drive ongoing 360 campaigns and sales surges -- leveraging a targeted AB approach -- systematically across multiple segments and audiences simultaneously to drive awareness, consideration, and conversion.
• Partner across global marketing team to create clear, focused campaigns that are both ‘unique to WeWork’ and in full support of the spirit and energy of the WeWork brand, that include compelling and relevant content (audio, video, text), sales events, paid media, digital marketing, and local physical sales centers and buildings.
Leadership & Collaboration:
• Build a new demand generation function, including org structure/team, system enablers, and key metrics
• Interface and partner across Global Media, Content/Sales Enablement, CRM and Marketing Ops, Sales/Growth Leadership, and Regional Leadership
PROFESSIONAL QUALIFICATIONS
• 10+ years of experience in B2B Marketing, Demand Gen, Acquisition and/or Loyalty Marketing.
• Demonstrated success building new Marketing 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
• Impactful creative -- strong sense of buyer-empathy and ability to connect the emotional and rational needs of buyers with the spirit and energy of the WeWork brand. Comfortable leveraging creative and supporting a global creative brand strategy with local activation and execution.
• Technical -- understanding of the latest marketing automation technology and CRM tools. Passion for leveraging data and technology to create outstanding, segmented prospect journeys.
• Analytic -- a strong understanding of the interdependencies between sales processes, automation tools, data sources and the data quality that results. Mindset not only for spotting data problems, but importantly understanding the implications of those on the prospect journeys, and brining know-how to drive 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”.