Director: Marketing, Audience & Product

  • Marketing
  • New York, United States

Director: Marketing, Audience & Product

Job description

Bisnow is the largest producer of news and events within the commercial real estate industry across North America, Canada, the UK and Ireland. Like any other industry, executives within CRE need to be informed and connected to do their jobs well. And in CRE, doing your job well means doing smarter deals and more of them.


Our mission is to inform, connect and advance the commercial real estate community to do more business. We aspire to be the most data-driven and humanizing digital media, live events and intelligence platform in the galaxy — and through this effort, drive the industry to do smarter business. From events and news to branded content and video, our singular voice, attitude and perspective reaches 18 million all-digital readers and more than 100,000 industry insiders who attend our 300+ Bisnow events each year. Operating in more than 50 cities across North America and Europe, we tend to think globally, but strive to connect people hyper-locally.


We are looking for a proven leader to oversee Marketing & Audience Development growth for an industry-leading brand in the B2B media space. Reporting directly to senior management, this person will lead a growing team of two full time employees and ten independent contractors to grow Bisnow’s footprint in existing and new markets.


KEY RESPONSIBILITIES:

Your first 60 days will be spent developing a 12-18 month Marketing/Growth plan around these two key areas:

Retention Marketing: Driving up dollars per existing customer by increasing customer loyalty through CRM marketing & Customer Journey management.

  • Gain full oversight of our newly implemented marketing automation platform (MAP) Marketo.
  • Master audience segmentation and identify pockets for customer growth.
  • Create tailored nurture campaigns for new and existing customers, which will personalize consumption-experiences and will increase conversions of readers and non-readers into ticket sales.
  • Take full responsibility for hitting attendance/ticket revenue goals on our  335+ events and owning this process with different teams supporting the effort.
  • Market our events via all distribution channels including but not limited to: dedicated event blasts, newsletters, bisnow.com homepage, social media and third party media partnership.
  • Leverage our onsite event experiences to market future events and opportunities.
  • Monitor email deliverability and audience health metrics to ensure we have an engaged user base and strong lists.
  • Manage one email marketing manager to assist with the above, as well as a team of audience development data gatherers.

Growth & Acquisition Marketing: Driving new customer growth via expanding Bisnow’s reach online/offline.

  • Be relentless in your pursuit of finding new and creative ways to achieve an engaged user base that is no less than 20% of the addressable commercial real estate market in all key cities.
  • Manage one head of audience development and a team of 10 independent contractors focused on top of the funnel list-growth.
  • Grow Bisnow’s web audience by exploring new distribution channels, social media and SEO, developing media partnerships, and experimenting with paid-for acquisition marketing.
  • Wake up everyday thinking “how can we grow our share of market?”


WHAT ARE WE LOOKING FOR?

  • A proven track record of managing and growing small to medium-sized teams.

  • Demonstrated experience in managing retention marketing and/or growth for rapidly growing company.

  • Demonstrated experience working with marketing automation platforms.

  • Experience collaborating with a “head of sales” and a senior management team.

  • A strong thinker and collaborator who knows how to balance the need for data-driven decision making with the need for solving problems quickly.

  • A leader with a strong emotional quotient and ability to inspire by explaining the “why” not the “what”.

  • Proficient in: Marketo, Google Analytics, Salesforce, Modern Ad Technology

  • Desire and passion to learn about commercial real estate, assuming no background in the subject.


SO, WHAT’S IN IT FOR YOU?

We will list some of the benefits but part of our culture is to embody humility. So hopefully you like what you see and learn about the rest on your own and throughout the process.

  • We have a competitive compensation structure that rewards those who win, incredibly well

  • Vacation is important and we want you to take it. We’re also not into bureaucracy so tracking vacation sounds insane and that’s why we decided years ago to offer unlimited vacation.

  • Health, dental, vision, commuter, short term disability and 401k benefits are included for all our employees

  • You’ll get to work with incredibly smart, passionate, driven, ambitious, kind, caring and mindful people and will rarely experience an overload of policies, bureaucracy or toxicity (the latter, we do not tolerate. Period.)


WHAT ARE THE DRAWBACKS?

We’re not perfect and don’t pretend to be. So here are the most common drawbacks voiced by people who did not find Bisnow to be a good fit.

  • “Lack of structure.” – we’ve gone from a handful of entrepreneurs to a company with 100 employees relatively quickly and our management team are mostly in their thirties which means we don’t have decades of experience. We’re figuring things out as we go, so if you’re someone who needs structure in place, we’re probably not the place for you but if you consider yourself an entrepreneur and want to help figure things out with a smart team of like-minded go getters, this could be your dream career.

  • “Chaotic at times, Bisnow should put proper policies in place.” – Mario Andretti once said that if things seem under control, you’re probably not going fast enough. We don’t encourage chaos but we do see a healthy amount of it as a result of exciting growth and we’re also not big fans of bureaucracy and find the more policies we implement the more bureaucratic things become.

  • “Long hours, not a lot of time off, unlimited vacation means no vacation.” – We encourage taking long vacations and time off and we truly believe that those sorts of trips can lead to more productivity when people come back and feel more inspired by new ideas. We do work long hours and for some people that’s not ideal. As entrepreneurs, we have to love what we do or else we wouldn’t be particularly good at it and when you love what you do, you don’t really separate work and play but rather integrate the two.

Requirements

See above.