About the company

 

IWG is the unrivalled global leader in flexible workspace, six times the size of our nearest

competitor. With 14 different brands, an impressive array of support services, and a world-class, end-to-end digital platform for connecting companies to workspace, we're fully invested in our customers success.

 

Our companies help more than 8 million people and their businesses to work more productively. We provide workspace for the world’s largest companies, delivering sustainable demand and income for our partners.

Digitalization and new technologies are transforming the world of work. People want the personal productivity benefits of living and working how and where they want. Businesses want the financial and strategic benefits. Our customers are start-ups, small and medium-sized enterprises, and large multinationals. With unique business goals, people, and aspirations. They want workspaces and communities to match their needs. They want choice.

Through our companies we provide that choice, and serve the whole world of work: Regus, Spaces, No18, HQ and Signature, just to name a few. We create personal, financial, and strategic value for businesses of every size. From some of the most exciting companies and well-known organizations on the planet, to individuals and the next generation of industry leaders. All of them harness the power of flexible working to increase their productivity, efficiency, agility, and market proximity.

Learn more about what we do for our team members and customers: www.iwgplc.com and what we do for our partners: https://www.iwgplc.com/en-gb/develop-a-location

 

Purpose:

 

We are seeking an experienced and visionary VP, Marketing to lead our long-term marketing strategy and drive sustainable growth across North America, including Canada. The ideal candidate is a creative, data-driven leader and compelling storyteller with a proven track record of executing innovative marketing campaigns that deliver measurable results.

 

IWG is undergoing transformational growth, marked by global network expansion, groundbreaking business innovation, accelerated customer acquisition, and enhanced financial performance. As part of this evolution, IWG is establishing a refreshed executive marketing team led by a new Global Chief Marketing Officer.

 

In this role, the VP, Marketing will own marketing execution for North America while contributing to the broader global marketing strategy as an integral member of the executive marketing leadership team. This position represents a unique opportunity to shape the future of IWG’s marketing efforts and drive impactful growth during a pivotal period of transformation.

IWG has an ambition to get to 30,000 locations over the medium-term by executing multiple strategies and leveraging multiple channels including (but not limited to):

 

• Company-owned locations
• Managed partnerships (with building owners)
• Franchise partnerships (with building owners and franchise operators)
• M&A

 

Key Responsibilities:

·         Strategic Marketing Leadership: Design and execute a comprehensive marketing strategy aligned with North America's growth and financial objectives.

·         Customer-Centric Brand Strategy: Drive brand strategy, ensuring the delivery of relevant products and services that resonate with customers.

·         Integrated Campaign Management: Lead the development and implementation of multi-channel marketing campaigns, including digital, social media, content marketing, email, public relations, and traditional media.

·         Budget Oversight and ROI: Manage the marketing budget, ensuring efficient allocation and maximizing return on investment for all initiatives.

·         Team Leadership: Build and lead a high-performing marketing team, fostering a culture of innovation, creativity, and collaboration.

·         Market Research and Insights: Conduct thorough market research and competitor analysis to identify opportunities, trends, and areas for growth.

·         Stakeholder Engagement: Cultivate strong relationships with key stakeholders within the NAM leadership team, customers, partners, media, and industry influencers.

·         Performance Analysis and Reporting: Track, analyze, and report on marketing performance metrics, providing regular updates to the Group CMO.

·         Industry Trends and Innovation: Stay informed on industry best practices and emerging marketing technologies to maintain a competitive edge.

·         Customer Experience Excellence: Inspire the team to consistently deliver exceptional marketing experiences that exceed customer expectations.

 

Required Skills, Experience & Qualifications:

 

·         Bachelor’s degree in Marketing, Business Administration, or a related field.

·         At least 10 years of progressive marketing experience, including a minimum of 5 years in a leadership role.

·         Demonstrated success in developing and executing impactful marketing campaigns that drive revenue and enhance brand growth.

·         Comprehensive knowledge of digital marketing strategies, including SEO, SEM, social media, content marketing, and email marketing.

·         Proficiency with marketing automation tools and data analytics platforms.

·         Exceptional communication, presentation, and interpersonal skills.

·         Proven leadership and team management abilities, with a talent for motivating and inspiring others.

·         Strategic thinker capable of translating business objectives into effective marketing plans.

·         Results-oriented and data-driven, with a strong focus on measurable outcomes.

·         Passionate about marketing and deeply attuned to emerging trends and future industry developments.

 

Cultural Fit:

·         Enjoys working in a success-driven, respectful, and collegial environment.

·         Demonstrates honesty, integrity, and a strong work ethic.

·         Combines hands-on execution with the ability to mentor and guide less experienced team members.

 

Desired Skills and Traits:

·         Experience in business services, platform-based models, multi-site operations, global markets, or high-growth sectors is highly preferred.

·         Deep understanding of brand development and customer experience management.

·         Exceptional written and verbal communication skills, with the ability to build and lead high-performing teams.

·         Capable of working both independently and collaboratively within a team.

·         Strong problem-solving and analytical abilities.

·         Ability to excel in a fast-paced, dynamic environment.

Flexible and open-minded, with a willingness to adopt new technologies and strategies.