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Director, Medium & Large Business
WeWork
New York, NY, United States
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WeWork is looking for a Director, you will own all programs, campaigns, and tactics that contribute to our Medium and Large Business Segment revenue and pipeline goals for our U.S. & Canada, East. We are looking for a hands-on, data driven, digital savvy B2B marketer that knows the time and the place to apply Demand Waterfall methodology and equally understands the time and the place for account-based marketing. At the same time we want someone who can define/push our messaging, content, and sales experiences in a relevant way to this segment while maintaining the spirit and energy of our brand. Our ideal candidate, will be our liaison with sales and will build great relationships with them by speaking a common language, revenue. You will report to the Head of Marketing for the East Region at our East HQ at 205 Hudson.
Responsibilities include:
• Use predictive analytics and intent monitoring to help us intelligently segment our potential new medium sized members---and identify companies that are currently in the market or should be in the market for WeWork’s solutions.
• Design, roll-out and evaluate marketing strategies such as SEO/SEM, content marketing, social media engagement, webinars, events, video marketing to drive sales in partnership with multiple cross-functional teams.
• Lead campaign design - test ad copy, landing page, bidding, and audience targeting with the Digital Acquisition Team
• Support WeWork's brand and differentiating message, our market and buyer personas, and competitive analysis for medium companies in region
• Own our lead nurturing programs and consistently optimize them to expedite opportunity creation, pipeline acceleration, and closed-won revenue.
• Lead go-to-market campaign planning to help launch new products in partnership with the Global Product Marketing team and Medium Business Segment stakeholders. Co-implementation of the strategy with the Regional Marketing Director and Market Managers to create and develop integrated programs and campaigns in alignment with new product launches, marketing campaigns, upsell and cross-sales, new market development.
• Work closely with internal public affairs to gain additional exposure for WeWork’s Medium segment offering through targeted PR, guest blogging, expert profiling, and interviews.
• Work with the events team to strategize on the overall event plan and build audiences for each event that ultimately translate to revenue.
• Partner with sales, broker relationship managers, and member success to make sure we are getting the most value out of each and every demand program.
• Analyse SEO trends to produce relevant, timely, and localized thought positioning content to drive organic engagement through our owned channels (website, email) in our key markets.
• Build a new team: identify the right people, partners, and technology necessary to scale our marketing efforts in region. Manage the growth of 3-4 individuals and performance of vendors.
• Establish KPIs for all programs, create results forecasts, and track performance to ensure marketing plans are delivering expected business outcomes.
Qualifications:
• 7+ years of experience in B2B Marketing/Demand Generation
• Hands-on experience in email marketing, SEO, automation/prospect nurturing, and content marketing.
• Proven talent management experience with ability to attract, cultivate, and retain top performers.
• Previous experience running account-based campaigns and a track record of success penetrating key accounts.
• Excellent collaboration skills and ability to influence and motivate team members, even those that don’t report to you.
• Must be conversant with automation software: Salesforce Marketing Cloud, Sales Cloud, Pardot, or Marketo
• BA/BS degree or equivalent working experience.
Bonus:
• Ability to write simple code, basic HTML, CSS, video editing skills
• Additional Software Skills: Doubleclick, GA, Salesforce Sales Cloud, Data Visualization (Looker or Tableau)