Director of USC Marketing & Global Programs, WeWork
$150-190k
Tableau
Salesforce
Expert level
New York
Shared workspace community & office services
Be an early applicant
Shared workspace community & office services
1001+ employees
B2BOffice
Be an early applicant
$150-190k
Tableau
Salesforce
Expert level
New York
1001+ employees
B2BOffice
Company mission
To create environments where people and companies come together and do their best work.
Role
Who you are
- The role demands exceptional cross-regional and -functional collaboration skills, cultural fluency, and the ability to manage and execute strategies that address both global opportunities and local market nuances
- The successful candidate will have a demonstrated ability to lead complex, global marketing initiatives within a matrixed organization (including dotted line reports from the global shared services team) and a proven track record of delivering measurable results across both B2B and B2C audiences
- At least 10+ years of experience in marketing, with a strong background in global marketing and direct execution in regional or field marketing, growth marketing, or B2B demand generation, specifically within the North America market
- Experience in real estate, coworking, SaaS, or B2B services is a plus
- Strong analytical mindset, with the ability to translate data into actionable insights
- Proficiency in CRM systems (e.g., Salesforce) and marketing automation platforms (e.g. Tableau)
- Strong analytical skills with experience using data visualization tools (e.g., Tableau, etc.)
- Exceptional stakeholder management skills, with experience working cross-functionally with sales, product, and brand teams
- Ability to balance strategic thinking with hands-on execution in a fast-paced, entrepreneurial environment
- Strong leadership skills, with experience managing regional teams or direct reports
- Excellent communication skills, with the ability to influence and inspire across all levels of the organization
What the job involves
- WeWork is looking for a strategic and results-driven Director, Global & North America Marketing to lead marketing efforts for the Global team with direct execution for the North America region as a part of WeWork’s Global Marketing Team
- This role will be the key marketing leader responsible for planning, developing and implementing global marketing strategies that drive demand, support revenue growth, and enhance WeWork’s brand presence, with a focus on direct execution in key markets across North America, targeting small and medium-sized businesses (SMBs), enterprise companies and commercial real estate brokers
- This is a high-visibility role for a strategic leader to make a significant impact on a global scale and, as such, you'll be at the forefront of our expansion, driving member acquisition and brand elevation across the company and region
- As the Director, Global & North America Marketing, you will be the primary liaison between global marketing and the North America team, developing strategies and then working with the global shared services team to deliver and optimize effective campaigns to meet the region's goals
- The core responsibility will be developing targeted marketing strategies for SMBs, commercial real estate (CRE) brokers, and enterprise companies, ensuring that WeWork effectively attracts, acquires and retains key customer segments
- In addition to helping bridge WeWork’s overall marketing strategy and localized execution, you will work cross-functionally with sales, real estate, product, and community teams to ensure marketing programs effectively support business objectives in the region
- Central to the role will be the ability to assess challenges, opportunities and other critical inputs from the business and turn those into actionable strategic Marketing plans for the wider function to help deliver on
- This role reports directly to the Senior Director, Global Marketing and Operations, and will work alongside regional counterparts in the International and Latin America regions
- Strategic Leadership & Execution
- Develop and lead the global marketing strategy to drive member acquisition, growth, retention, and engagement across priority markets, with direct oversight of execution in North America
- Act as the primary marketing point of contact for North America leadership, ensuring marketing efforts are aligned with business goals
- Lead North America marketing planning and implementation, ensuring that local execution is optimized for performance and efficiency on an ongoing basis
- Partner with the global shared services teams to adapt, localize and run marketing campaigns, messaging, and creative assets for maximum impact in North American markets
- Work closely with the sales and product teams to generate high-quality leads and support/optimize conversion efforts
- Become the SME for all products and respective global and North America audiences
- Define and monitor all key performance metrics in support of the global and North America business goals. Develop and deliver all reporting to update stakeholders and leadership, ensuring business has visibility into marketing plans and performance against regional goals
- Budget, track, manage and allocate the corresponding North America P&L
- Demand Generation & Growth Marketing
- Drive global and North America demand and lead generation efforts through a close partnership with global marketing shared services counterparts, including growth, events, partnerships, communications, etc
- Own and optimize the full marketing funnel, from awareness to conversion, ensuring a seamless journey for prospective members
- Analyze marketing performance across global and North America and optimize strategies based on data-driven insights
- Work with global digital teams to optimize local SEO, paid media, and website conversion for North America
- Audience Messaging & Brand Building
- Develop compelling messaging for diverse client segments (SMBs, enterprises, brokers) for global application and North America execution
- Drive market research and competitive analysis to highlight WeWork's differentiators and market leadership
- Stay ahead of industry trends in commercial real estate, technology, and content strategies
- Enhance WeWork's brand visibility in key cities through impactful campaigns and activations in North America
- Ensure North America marketing aligns with global strategy and messaging through collaboration with PR, social media, and content teams
- Cultivate relationships with prospective members and CRE enterprises and brokers via targeted events, sponsorships, and partnerships in North America
- Cross-Functional Collaboration
- Work closely with sales, product and real estate teams to support WeWork’s growth
- Partner with finance and operations teams to ensure marketing budgets are allocated effectively and deliver strong ROI
- Assist in briefing and manage relationships with any external agencies, vendors, and partners to support marketing efforts in North America
Our take
WeWork is a commercial real estate company that pioneered the shared workspace market, providing spaces for anyone from freelancers to Fortune 500s. Traditional leases typically require businesses to commit to an office for 5-10 years, whilst WeWork allows its members to scale up from a single hot desk to a private office or custom-built suite, depending on their needs.
WeWork has hundreds of locations across the globe, with hundreds of thousands of members. While its initial rapid growth and dominance in key global hubs was impressive, it has since had to scale back and strategically re-align itself in an unstable economic climate.
There is certainly still potential for WeWork to see renewed growth and success, especially as remote and hybrid working continues to be popular. That said, observers will have to wait to see the eventual affect of its restructuring - and only time will tell what the company's future looks like.
Steph
Company Specialist at Welcome to the Jungle
Insights
Top investors
-6% employee growth in 12 months
Company
Funding (last 2 of 15 rounds)
Jan 2019
$1bn
SERIES H
Nov 2018
$3bn
GROWTH EQUITY VC
Total funding: $12.4bn
Company benefits
- Health and dental insurance
- Free breakfast everyday
- Flexible working hours
- Work from home opportunities
Company HQ
Chelsea, New York, NY
Leadership
David Tolley
(CEO, not founder)Also Co-Chief Restructuring Officer and CFO at Intelsat. Previously worked at Stonepeak Infrastructure Partners as a Senior Advisor.
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