WeWork

At WeWork, I led both B2C and B2B marketing orgs across 13 U.S. cities. I built regional GTM playbooks, launched local markets, and established the company's first ABM playbook in the U.S. and Canada.

Roles
Head of Marketing, US & Canada West

Years
2018-2020

Location
San Francisco, CA

Team Size
10 Marketing Managers + 2 Regional Directors based in markets throughout the West Coast

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.