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Director of Marketing, Go-To-Market Strategy



Marketing & Communications
New York, NY, USA
Posted on Tuesday, January 9, 2024

About the Company:

Industrious is the largest premium workplace-as-a-service provider and home to the highest-rated workplaces in the industry. Everything we do comes down to creating great days for teams of all sizes and stages, including our own. We believe that what makes a great day at work is the people on your team and the problems you get to solve together. We’re looking for people who love thinking outside the box and thrive in a truly collaborative setting. As teammates, we encourage new ideas and toast every win. We’re excited about having a meaningful impact on people’s workplace experience.

Great days also start when everyone can be their authentic self at work. Diversity of backgrounds, thoughts, and ideas is critical to our success in delivering great workplace experiences, both for our members and for each other. Industrious is committed to creating an inclusive, respectful environment that embraces your individuality and quirkiness. You are valued for who YOU are. We celebrate our people as individuals who can accomplish great things when we work together as one team.

We are proud to have been recognized as one of America’s 500 fastest-growing companies in 2020 by Inc. Magazine and one of Forbes’ Best Startup Employers.

To learn more, visit www.industriousoffice.com/careers.

About the Role

This is one of the most exciting roles we’ve hired for the Marketing function in years. It’s a career-defining opportunity to build out our Go-To-Market strategy, supercharging new member acquisition and existing member utilization across our network.

You’ll pin down our ideal customer profiles, define the problems we can solve for them, and lay out the best ways to market to, engage with, and nurture them to become future Industrious members.

This is a role for someone who loves moving fast and trying new things. You enjoy getting inside the psyche of your customers and understanding what makes them tick. You’re as adept at writing content as you are at developing a content strategy that naturally engages them. You can bring life to concepts and ideas in a way that excites and delights people. As a leader, you inspire creativity and initiative from your team.

A typical week could see you sitting down with our analytics teams to pick apart trends in the demographics of members who are expanding with us; having lunch with your peers and our executive team to brainstorm messaging that will hit just right for year-end selling; touring competitors' coworking spaces in New York City to understand their value propositions; spending heads down time writing the brief for our Q2 2024 campaign; joining the sales leadership weekly team meeting to listen to their latest insights and share yours; reviewing your team’s broker go-to-market strategy; and meeting with your favorite consumer brand to grow our partnership with them.

Candidates must be based in either New York City, Atlanta, Boston, Washington DC, or South Florida. As part of the role, you will travel to some of our other major markets to spend time with our field teams, although we don’t expect this to be more than twice per quarter.

Your key responsibilities and challenges will include:

Strategy Development and Leadership

  • Define a new way of building out our go-to-market strategy across our major customer segments
  • Lead the strategic planning and briefing of all cross-channel marketing efforts.
  • Define our major customer personas and develop a creative communications and content engine to nurture them through their lifecycle with us.
  • Manage and nurture your team of direct reports, including specialists in Events, Broker Relationships, and Brand Partnerships.
  • Work cross-functionally with our Creative, Content, Performance Marketing, Marketing Operations, Sales, and Operations teams to build and launch campaign roadmaps
  • Stay on top of industry trends and best practices in marketing, constantly striving to beat benchmarks and explore new frontiers in marketing strategies.
  • Analyze a large volume of business data into actionable insights for creative messaging and channel strategy.

Brand and Broker Partnerships

  • Establish revenue-driving partnerships with local, regional, and national brands and business organizations
  • Develop an effective affiliate marketing program and leverage local and national ambassadors
  • Scale our broker partnerships segment to drive Enterprise and Strategic Sales growth

Member Communications and Marketing Strategy

  • Develop and activate a member communications strategy to drive greater utilization and retention of our members
  • Work cross-functionally to create a new member onboarding program that promotes greater product use and ensures a consistently high-quality member experience.

What will you need to be successful in this role?

  • 5-10 years of progressive experience in Marketing within a complex, field GTM strategy function.
  • Proven track record of driving revenue performance and utilization within a lifestyle brand, luxury hospitality group, membership-focused organization, subscription-driven business, or something similar.
  • At least 3 years experience managing a high-performance, multi-channel marketing team
  • Proven ability to successfully bring new products to market and drive change management initiatives.
  • Experience researching, developing, and deploying marketing tools, technologies, and automation solutions/strategies (Intellimize, Marketo/Hubspot, Google Optimizely, Sprout Social, etc).
  • Strong executive presence and communication skills, with the ability to engage and inspire senior executives using results-oriented visioning.

Compensation and Benefits

The annual base compensation range for this role is between $160,000 and $180,000.

The successful candidate's actual compensation will be based upon a variety of factors, including but not limited to work experience, job-related knowledge, skills, and professional qualifications.

You will also be eligible for a target annual bonus of 15% of your base salary, calculated based on personal and company performance.

Financial compensation is just one component of Industrious’ total compensation package that may be available to employees. Other great employee perks and benefits include heavily subsidized healthcare plans, generous paid time off, company stock options, wellness programs, professional development grants, 401k plan, and many other benefits, subject to applicable eligibility criteria and company policies.

If your expected compensation falls outside of the given range, and you are still interested in working at Industrious, why not join our Talent Pipeline and be kept in the loop for all new opportunities that could be a good fit for your experience.