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Senior Director, Product Marketing
WeWork
New York, NY, United States
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WeWork is one of the great disruptors of the modern tech landscape. We provide the space, community, and services to help people do what they love. The company has a singular mission to create a world where people work to make a life, not just a living.
WeWork became best-in-class at developing coworking spaces and building community among start-ups and small businesses. Over time, larger enterprises started coming to WeWork for the same flexible, data-driven, and intentionally designed spaces. In the last two years, WeWork has experienced explosive growth among middle market and enterprise members, now spanning over 15MM square feet globally.
To fully support our scaling member needs, the company is rapidly developing, testing and launching new products that connect people and space, drive growth for our member companies, and ultimately unlock their employees potential.
The Senior Director, Product Marketingwill be a key leader on the newly created Product Marketing team, responsible for defining the end-to-end product experience including: customer and market insights, persona and use case development, messaging of product features and benefits, go-to-market efforts, new product launches, and how each offering fits into the overall product line strategy for WeWork.
Specific Responsibilities:
• Source of truth: You’ll have a deep understanding of our product, fueled by member needs, buyer personas and market trends. Together with the product team, you’ll educate both internal and external stakeholders on our product features and their benefits.
• Voice of customer: You’ll represent the voice of the market and customer; provide market analysis, build standardized personas and use cases, identify target markets, and conduct competitive analysis for product differentiation and positioning.
• Origination:You’ll partner with Product teams (Concept Studio, Product Managers, Technology) to influence development of new products. You’re highly ingrained in our product development cycle from inception to ensure that you provide early insights to the product team as they plan, acting as a thought partner, collaborator and representative of our members.
• Storyteller: You’ll create compelling and differentiated messaging that conveys the unique vision and strategy for each of our products - clearly articulate product benefits and features to ensure sales and customer understanding.
• Sales Support: Partner closely with sales enablement and content teams to map the buyer journey and develop member-facing material that captures product value clearly and effectively. Collaborate with Sales teams to understand any blockers.
• WeWork.com: You’ll be the keeper of product-specific content on the WeWork website
• Launch!:You’ll lead and develop powerful product launches and go-to-market strategies across all of our marketing and sales channels for new products and features - working in close partnership with our Growth Acquisition, Public Affairs, Community and Regional Marketing teams.
• Training: Collaborate with Product, Sales and Member Success teams on sales training and member onboarding needs to ensure product understanding and adoption.
• Measure + Optimize:Establish framework for product measurement, partnering cross-functionally to land product-level goals. Gather feedback on product adoption and member experience. Optimize and evolve products to ensure customer retention.
Job Qualifications:
The Senior Director, Product Marketing will have a combination of strategic vision, collaborative leadership skills, a knack for ruthless prioritization and solid executional experience, having worked in highly collaborative environments built to move fast. The ideal candidate will have:
• 10+ years of experience in Product Marketing, Product Management, or Technical marketing at both start-ups and established companies.
• Experience with an enterprise audience
• BA/BS or equivalent required
• Ability to present effectively before customers and large audience
• Excellent verbal and written communication skills with strong attention to detail - copywriting and messaging skills are required.
• Strong analytical skills and ability to partner with data insights teams (and/or outside agencies) to apply data in relevant, meaningful ways
• Demonstrated success in leading cross functional teams and effective project management
• Ability to define and drive project execution with minimal guidance amidst multiple priorities and goals
• A strong track record of customer-centricity, and ability to apply a customer-first focus from positioning development through go-to-market execution
• Entrepreneurial / self-starter in fast-paced environment