WeWork

At WeWork, we led the U.S. Marketing and Global Enterprise Marketing orgs. We built product marketing and brand foundations, evolved the brand to speak to business buyers, and launched GTM playbooks in local and international markets.

Roles
Head of Marketing,
US & Canada West;
Head of Enterprise Product Marketing

Years
2018-2020

Team
20+ marketers globally, covering GTM, PMM, creative, insights and events

Location
San Francisco, CA
New York NY

Scope

- Built a market launch playbook and applied it across 13 cities—tailored to market maturity, vacancy rates, and local culture.
- Launched 8 new markets using integrated, localized campaigns primarily through SEO, OOH, print ads, billboards, local digital advertising, and partnership co-marketing.
- Oversaw budget, testing, and conversion optimization for digital channels across cities.
- Optimized office location pages for SEO, Google My Business, and Google Maps, increasing domain authority and conversion.
- Developed the company’s first B2B marketing engine—spanning a podcast, executive storytelling blog, ABM email and direct mail campaigns, webinars, and buzzworthy sales dinners.
- Integrated business-focused storytelling into the company’s brand content ecosystem, bridging consumer and enterprise narratives.
- Developed WeWork’s first buyer personas, segment-level positioning, and sales narratives for the Enterprise segment.
- Created differentiated, scalable sales assets and playbooks across key products and audiences.
- Developed the strategy for commercial-grade property marketing at scale, elevating asset positioning and consistency across global property portfolios.
- Guided strategy and creative development for WeWork’s first global B2B brand campaign and Enterprise demand-generation campaigns
- Evolved content and experience strategy for Humanize, WeWork’s flagship Enterprise event series, driving $29M in pipeline value and a 94% NPS.
- Partnered cross-functionally to align event themes and speaker programming with WeWork’s evolving value proposition..