Senior Director, Brand & Customer Marketing

About the Role:

The world of work is changing and Industrious is at the forefront of that transformation.  Whereas the company has traditionally served small and medium business (“SMB”) customers in the United States, it is now becoming sought after by enterprise organizations (i.e. companies with > 1000 employees) for requirements within the US and beyond.  Solving for these opportunities requires significant supply growth, which has been powered by the management agreement approach that Industrious pioneered in 2018.  For the right candidate, this leadership role serves as a unique opportunity to be in the very center of a transformative moment for the business, driving our efforts to attract enterprise companies and landlords while supporting our core SMB business.

As the Senior Director, Brand and Customer Marketing for Industrious, you will own all brand and customer marketing with two primary areas of focus  - (1) to develop, manage and execute the brand strategy for our enterprise customers and landlord partners and (2) to guide and support a team focused on enhancing our SMB growth. To succeed, you need to have a strong understanding of the workplace needs of large enterprise companies, landlords, and their decision makers, and own the end-to-end execution of all relevant campaigns with a focus on driving awareness, knowledge, consideration, and retention for these crucial segments. You will partner closely with our Enterprise Sales, Business Development, and Real Estate teams, developing marketing materials to support the full sales cycle. You will serve as the voice of enterprise customers and landlords across Industrious, providing insight and guidance to influence a range of stakeholders across the organization.  And you will provide strong strategic guidance and leadership to a team focused on other segments of the business as well. This is a leadership position with high visibility and high impact at a crucial moment for the business.  A significant background in commercial real estate (e.g.landlord/owner, tenant/occupier services, and flex) is required.

Responsibilities:

• Lead a team accountable for all brand and customer marketing while serving as a key contributor to the marketing leadership team and broader growth organization
• Translate brand elements (Positioning, Value Proposition, and Messaging) into a cohesive go-to-market POV and strategy for the enterprise and landlord customers with supporting campaigns and initiatives
• Flawlessly execute all campaigns with responsibility for end-to-end management inclusive of briefing, creative, media, and reporting
• Partner with enterprise, real estate, and content teams to develop on-going content strategy for segment, delivering work that positions Industrious as an authority in the space
• Collaborate with enterprise sales, business development, and real estate teams to develop clear, compelling sales enablement materials that facilitate the entire sales process for both members and landlords
• Guide and coach team in support of SMB growth, providing leadership that delivers business results and facilitates learning and development
• Partner closely with our product team to deeply understand our product offerings, developing consistent language to use throughout external facing communications
• Serve as the voice of the enterprise and landlord customers throughout the organization, helping to shape product roadmaps and strategies to meet the needs of the segment
• Partner with our performance, analytics, and insights teams to develop relevant reporting to understand the segment; conduct research as requested
• Monitor market trends and serve as the go-to internal resource on how the competitive set is addressing the enterprise and landlord markets

Qualifications:

• 12-15 years of commercial real estate experience in corporate real estate, occupier real estate functions, or the flexible workspace industry with demonstrated experience in both find and fill; preference for experience in Sales and market-facing functions
• Deep understanding of the enterprise segment (including how they interact with brokers and real estate advisory firms) and the landlord segment (including how they interact with lenders), their wants and needs, and their buying behaviors; comfortable translating that understanding into collateral, content, and campaigns
• Significant experience developing and executing both campaigns and sales enablement materials targeted at the enterprise and landlord segments, driving transformative business results as a result
• Experience leading teams and developing others to achieve their potential
• Enjoys taking a collaborative approach to problem solving but not afraid to assert a clear POV to drive alignment
• Is attracted to the idea of building something big and not afraid of the complexity and ambiguity that comes along with such an effort
• Comfortable working in a highly matrixed, cross-functional team environment inclusive of product, operations, sales, and marketing.