Associate Director, Product Marketing (Delve)

  • Sidewalk Labs
  • New York, NY
  • Oct 01, 2021
Communications Marketing

Job Description

Who are we?

Sidewalk Labs is an urban innovation company that tackles cities' greatest challenges. We create products and solutions, invest in new companies, and help developers build more sustainable, innovative, and equitable places around the world. Our ambitious vision requires us to push ourselves beyond conventional thinking, and we work hard in pursuit of our mission. Our cross-disciplinary team consists of experts from real estate, urban planning, government, finance, technology, and engineering, among other backgrounds.

Our urban innovations include Delve (a generative design product that empowers real estate teams to design better, faster, with less risk), Mesa (an easy-install kit for commercial buildings that cuts energy costs, improves tenant comfort, and simplifies building operations), Pebble (a low-cost vehicle sensor to help manage parking and curb space), and Affordable Electrification (a new way to manage home energy use to meet a customer’s monthly budget). We're also developing an offsite construction company that can deliver high-quality mass timber buildings for more sustainable living and working.

With the potential to radically improve quality of life in cities for all, our work is both exciting and complex. We are working to achieve something unprecedented — help us build it!

What is this role?

We are looking for an Associate Director of Product Marketing to create and manage the global marketing program for Delve, a product that solves complex problems in urban design, masterplanning, and real estate development.

In this role, you will work for the Delve product business and report directly to Delve’s Head of Product with a dotted line to Sidewalk’s Head of Marketing. You will work day-to-day with the Delve’s Sales and Business Development team to develop every facet of the product marketing journey, from positioning to competitive analysis to shaping the product’s voice and generating a loyal user base (real estate developers and architects). You will also work closely with Sidewalk’s Policy, Communications and Marketing team to leverage resources to meet Delve’s growth objectives.

You will work cross-functionally to announce product updates, launch and optimize demand generation campaigns, sponsor and manage virtual and in-person events, and drive engagement with prospects and clients.

You are an experienced disruptive technology product marketer who will evangelize the vision and practical value of Delve and drive adoption and performance for a portfolio that will include some of the most recognized names in real estate. Your strongest attributes are customer/user advocacy, sales enablement, and operational excellence.

Ideally, you will have:

  • Minimum 5+ years of product marketing experience in a tech environment ($20M+ ARR startup tech company experience is a plus)
  • Exposure to international markets and can advise on local relevance of messaging and positioning to drive multi-national adoption
  • Metrics and insights-driven go-to-market strategy experience
  • Management of campaign planning, optimization, and reporting, and budgets using tools such as Salesforce, Pardot, Google Analytics, etc.
  • Comfort with multiple marketing channels, including but not limited to search, social media, advertising, partnerships, events/conferences, etc.
  • Sales cycle management with ability to enable various parts of the product sales process with content, creative, and measurement
  • Storytelling ability, creating clear value propositions and effective sales-oriented marketing communications
  • Ability to serve as the external evangelist for product offerings, supporting growth with presentations and demos for the direct and indirect sales channels
  • Strong analytical skills with the ability to derive strategic insights from market research and data

More on Delve:

Delve is a Sidewalk Labs product that simplifies the complex development process to empower real estate teams to design better, faster, with less risk. City neighborhoods have unique personalities, but they also share a lot of the same core components. Delve has built a model of these core components that includes buildings, open spaces, amenities, streets, and energy infrastructure. We’re bridging the urbanist-technologist divide by combining expertise in machine learning, optimization, and cloud computation, with a nuanced understanding of why and how the design of a city’s physical form matters.

A few links to learn more: explainer video, case study with Quintain, case study with Japanese client.

What You Will Achieve

After 1 month you will have

  • Created OKRs aligned to product business goals with respect to the 2022 marketing plan, supporting Delve’s expansion and revenue goals
  • Refined value proposition, channels, and buyer personas, and developed ideas on how to leverage owned, earned, and paid media channels
  • Reviewed and expanded on the existing marketing strategy and tactics, including infrastructure, freelance marketing resources, and results from campaigns (including paid social media ads, email marketing, webinars, and conference exhibitions)
  • Audited and improved upon sales enablement content and market-ready materials such as pitch decks, battle cards, solution overviews, collaborating with colleagues in Policy, Communications, Product, and Design, as applicable

After 3 months you will have

  • Experimented, ran, and improved on end-to-end campaigns across channels
  • Improved our internal processes to deploy campaigns, including campaign briefings, stakeholder alignment, and reporting standards
  • Identified and secured marketing sponsorships and partnerships with all associated logistics for showcasing product, issuing joint campaigns, and telling client stories, where appropriate
  • Built a sales enablement content library and fostered brand ambassadorship within product business
  • Reported on demand generation progress and Collaborated with the Delve Sales Team to deepen footprint across geographic markets

After 6 months you will have

  • Advanced marketing campaigns at each stage of the funnel
  • Become adept with growth terminology and communication, i.e. TCV (total contract value) and CAC (customer acquisition costs)
  • Committed to ownership of annual marketing plans, tactics, budget, and external resource management
  • Collaborated with Delve’s Product Management and Sales teams to develop and deploy a customer retention program

After 12 months you will have

  • Solidified the demand generation mechanisms, tested and confirmed the full buyer’s journey
  • Supported expansion to new customer based and product lines, operating within an end-to-end growth environment

What We Expect

Subject matter expertise.

  • You have a background in B2B Marketing for early-stage products. You should be able to quickly develop a deep understanding of our B2B buyer, and formulate strategies that attract and convert them.
  • You have experience with paid and organic strategies for digital channels (Facebook, LinkedIn, Instagram, Youtube, and Google’s ad properties) as well as experience with offline channels (conference exhibition, direct mail, and print materials)
  • Bonus if you worked in selling within real estate, proptech, and urban design software

Team player.

  • You have a demonstrated ability to work well with others.
  • You’re able to motivate people to get the job done.
  • You take initiative and loop in the right stakeholders to execute well.
  • You’re excited to be part of a team and work together.
  • You are committed to creating more equitable and inclusive outcomes both in the workplace and in the work you do.

Critical thinker.

  • You’re able to fluidly analyze underlying logic, question arguments, and weigh multiple perspectives.

Excellent communicator.

  • You have strong written, verbal, and presentation skills. You’re able to produce high-quality materials in a variety of formats for internal and external audiences. This role includes content creation, from blog posts to emails to webinars to ad copy.

Flexibility.

  • You can work at two levels. In this role you will own and execute on both high level strategy and detailed execution. All of it is crucial to deliver on our vision and mission. We expect you to have a roll-up-your-sleeves-and-dive-in attitude all the time. This is a startup: your scope will change and stretch, and you’re happy to roll with the punches.

We are very excited to hear from you.

Sidewalk Labs is proud to be an equal opportunity employer. We actively seek applicants from underrepresented communities. Even if you are not 100% sure you are right for the role, please apply and we will be happy to consider your application. All employment is based on merit and business need, and we respond to each application we receive.

We are very excited to hear from you.

Sidewalk Labs is proud to be an equal opportunity employer. We actively seek applicants from underrepresented communities. Even if you are not 100% sure you are right for the role, please apply and we will be happy to consider your application. All employment is based on merit and business need, and we respond to each application we receive.

Organization Type

Company

Organization Size

101-250

Sectors

Buildings & Cities

Drawdown solutions

Recycling, Walkable Cities