Head of Marketing (Ithaca)

Hello Alfred in Ithaca, NY

  • Industry: Advertising/Marketing/Public Relations - Marketer/Market Researcher/Data Analyst
  • Type: Full Time
  • $77,920.00 - 127,920.00
position filled

Were on a mission to build intuitive, personal help and anticipatory technology into one of the most important spaces in our lives: our home. As a startup at the intersection of four multi-billion dollar industries - real estate, technology, service and commerce - Hello Alfred is a new kind of company: trusted to serve consumers past their front door.

Partnering with the largest real estate developers in the world, Hello Alfreds footprint has grown rapidly in the last three years and currently operates in more than 20 markets across the United States. The critical role of Head of Marketing will build a world-class marketing organization to drive revenue through footprint expansion with real estate partners and member activation within our growing network of buildings.

How youll help us to be successful

Defining and owning the end-to-end marketing strategy and experience across multiple segments and audiences, including but not limited to:

  • Develop the overall strategy for the marketing function, org structure, systems, processes and metrics aligned behind an aggressive set of growth KPIs
  • Create a set of demand generation processes and campaigns to support massive hyper-growth, new location openings per year in key markets
  • Establish a marketing calendar aligning account-based marketing tactics behind the sales team plans, with a well integrated set of marketing campaigns, sales surges, nurture journeys, engagement experiences and metrics

Shape our solution packaging, positioning and pricing:

  • Influence Field Operations, Technology, Product and Product Marketing teams to configure products, services and value prop bundles that enhance experience and drive revenue
  • Work with Creative to develop assets and content for sales, product launches and go-to-market planning to bring our products to life in a differentiated way
  • Identify gaps in our services and work closely with Operations, Technology, Product and Partnership teams to solve for them

Providing voice of the customer and marketplace insights to prioritize the roadmap for our internal product and technology teams:

  • Champion enterprise buyer and employee voice of the customer insights from across internal functions to inform product development, partnerships, pricing, sales enablement, experience plans, messaging, promotions, product launch plans and other key internal functions
  • Champion competitive intelligence across direct and indirect players to inform positioning, pricing, messaging and product development

Quantitative Approach:

  • Identify ROI for key marketing programs and events, to optimize activities
  • Drive resource allocation (budget and people) and processes to achieve measurable gains in revenue and efficiency, while maintaining the highest level of quality in customer experience
  • Drive ongoing conversion improvements through the funnel and hold sales and marketing teams accountable to key KPIs
  • Create accountability through marketing metrics and reporting transparency

Demand generation campaigns, content, events and operations:

  • Deliver ongoing 360 campaigns and sales surges leveraging a targeted AB approach to systematically drive awareness, consideration, and conversion across multiple segments and audiences
  • Create clear, focused campaigns that are both unique to Hello Alfred and in full support of the spirit and energy of the brand, that include compelling and relevant content (audio, video, text), sales events, paid media, digital marketing, and local physical activations.

Performance marketing:

  • Establish a significant and impactful paid digital media program
  • Develop and optimize omni-channel marketing across earned, owned and paid
  • Innovate with channel mix, member stories, influencers and thought leaders
  • Drive strategy, management and reporting of performance campaigns aimed at branding, awareness, acquisition or retention

Brand Marketing:

  • Lead, develop, and execute brand strategies that will generate revenue growth, drive purchase consideration across target customers, and meet business objectives.
  • Elevate and standardize the brands aesthetic and voice across all channels.
  • Strategize & implement the launch and campaign strategy for new products and initiatives
  • Measure, track, and optimize all communications programs to drive stronger revenue growth and continuous improvement within the organization

Product Marketing:

  • Lead the conception, design, Go-To-Market (GTM) and optimization of marketing strategies and campaigns that drive adoption of, and engagement with, new and existing products and features
  • Act as a cross functional partner to the Product team to identify, prioritize, and advocate for new or improved products and features based on competitive benchmarks, industry trends, usage analysis, and customer/client feedback - using both quantitative and qualitative input

What superpowers youll use

  • Analytical - hyper-focused on data and financials.
  • Empathetic - understands buyer needs and aligns products with those needs
  • Creative - packages and markets products in creative, differentiated ways
  • Technical - understands of the latest technology and strong ability to communicate with product teams
  • Collaborative - excellent relationship building skills with an ability to prioritize, negotiate, and work with a variety of internal and external stakeholders

Who you are

  • Bachelors degree in business, marketing, related field; MBA valued
  • Pipeline management and reporting experience a must
  • Demonstrated success building and growing an Enterprise Marketing function as the organization grows
  • Ability to prioritize to drive maximum returns; proven track record of exceeding revenue and lead goals
  • Strong track record in thriving in a hyper-growth environment
  • Experience with real estate is an advantage in this hybrid tech / physical / services solution set.
  • Exceptional leadership, organizational, and problem solving skills
  • Self-motivated with a strong work ethic
  • Can think through and solve tough issues, tasks, and problems
  • The drive to mentor and learn in equal parts
Do you now or will you in future require sponsorship to work at HelloAlfred? *

U.S. Equal Opportunity Employment Information (Completion is voluntary)

Individuals seeking employment at Hello Alfred are considered without regards to race, color, religion, national origin, age, sex, marital status, ancestry, physical or mental disability, veteran status, gender identity, or sexual orientation. You are being given the opportunity to provide the following information in order to help us comply with federal and state Equal Employment Opportunity/Affirmative Action record keeping, reporting, and other legal requirements.

Completion of the form is entirely voluntary. Whatever your decision, it will not be considered in the hiring process or thereafter. Any information that you do provide will be recorded and maintained in a confidential file.

Gender Are you Hispanic/Latino? Race & Ethnicity Definitions

If you believe you belong to any of the categories of protected veterans listed below, please indicate by making the appropriate selection. As a government contractor subject to Vietnam Era Veterans Readjustment Assistance Act (VEVRAA), we request this information in order to measure the effectiveness of the outreach and positive recruitment efforts we undertake pursuant to VEVRAA. Classification of protected categories is as follows:

A "disabled veteran" is one of the following: a veteran of the U.S. military, ground, naval or air service who is entitled to compensation (or who but for the receipt of military retired pay would be entitled to compensation) under laws administered by the Secretary of Veterans Affairs; or a person who was discharged or released from active duty because of a service-connected disability.

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An "Armed forces service medal veteran" means a veteran who, while serving on active duty in the U.S. military, ground, naval or air service, participated in a United States military operation for which an Armed Forces service medal was awarded pursuant to Executive Order 12985.

Veteran Status

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Expires 1/31/2020

Voluntary Self-Identification of Disability

Why are you being asked to complete this form?

Because we do business with the government, we must reach out to, hire, and provide equal opportunity to qualified people with disabilities 1 . To help us measure how well we are doing, we are asking you to tell us if you have a disability or if you ever had a disability. Completing this form is voluntary, but we hope that you will choose to fill it out. If you are applying for a job, any answer you give will be kept private and will not be used against you in any way.

If you already work for us, your answer will not be used against you in any way. Because a person may become disabled at any time, we are required to ask all of our employees to update their information every five years. You may voluntarily self-identify as having a disability on this form without fear of any punishment because you did not identify as having a disability earlier.

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