Hi there, welcome to Hana. Backed by CBRE's decades of real estate experience, we're leading the way in creating spaces where companies and individuals, like yourself, can collaborate and thrive. We're building a world-class product and team that is redefining the flexible work space and beyond. At Hana, we focus on the details that drive success - a professional environment, thoughtful designs and courteous service - just to name a few. We believe in fostering a culture that drives accomplishment through adaptability, professionalism and thoughtfulness. And, we like to have a bit of fun too. If you are a detail-oriented, curious, self-starter interested in joining a fun and fast-paced team, we hope you will apply.
Hana delivers enhanced employee experiences in the workplace. The platform was built to help occupiers and investors worldwide create transformative workplace solutions and destinations of choice by integrating property services and amenities with advanced digital technologies.
As the Head of Retention Marketing you'll drive customer lifetime value and help build our retention marketing and loyalty strategies. This person is an experienced marketer who will develop, manage and execute world-class customer lifecycle marketing, loyalty & retention programs. This individual will orchestrate a cohesive customer journey for user onboarding, engagement, retention, nurture and loyalty across our B2B and B2C segments of users. In addition to financial objectives, these initiatives must align with overall brand and business objectives. We also looking for someone who is an entrepreneurial strategic thinker, a strong cross-functional collaborator and a detailed-oriented executer who can multitask in a fast-paced environment with ease. This position will contribute at a very high-level but must also be comfortable rolling up his/her sleeves and being in the weeds.
What you'll do:
Responsibilities include but are not limited to the following:
Lead the marketing strategy, development, and execution of personalized retention marketing programs designed to optimize user engagement & behavior.
Build out & refine lifecycle strategy and segmentation modeling; Create an actionable user segmentation that can feed CRM / lifecycle marketing strategies
Drive the creation of segmented onboarding and engagement programs that drive active use of Hana services and ultimately retention; Deliver personalized and consistent cross-channel retention messages.
Own retention KPIs and communicate progress versus plan; Oversee completion of baseline analytics modeling (lifetime value modeling, campaign analysis, etc.); Derive insights from analyses of user segments, market trends, and competitive landscape to drive marketing strategies.
Work with the Analytics team on modeling that predicts behavior that drives retention. Incorporate this into retention programs.
Implement and manage ESP, mobile engagement and CRM platforms to continually optimize data and capabilities; Oversee data integration and infrastructure efforts to feed analytics and ensure highest data quality standards;
Test and improve all marketing programs to optimize customer experience while maximizing recurring revenue and LTV.
Partner with our Brand Marketing & Hospitality teams to develop and deliver 'surprise & delight' moments to (w/in our broader lifecycle marketing strategy)
Stay on top of best in class retention practices, including 1:1 personalization, mobile engagement and best-in-class creative approaches
Liaise with Hana field-based teams to ensure strong collaboration, transparency and marketing effectiveness between HO marketing and field team resources; provide best practice guidance to drive impact and performance across markets; solve critical market needs (soft spots, intensification efforts).
What you'll need:
10+ years of customer relationship management, lifecycle and retention marketing experience with focus on digital and mobile channels and best-in-class tools
3+ years of marketing analytics and high degree of proficiency manipulating large datasets to gage performance and glean member insights; passion for data-driven decision-making;
Success delivering against key business and engagement metrics; Ability to build and execute program roadmaps to hit quarterly and annual revenue goals
Experience managing and optimizing CRM, mobile engagement & ESP and data platforms; Experience in creating and optimizing lead generation / sales lead nurturing campaigns
Experience leading an agile, iterative test-and-learn marketing environment.
Articulate, strategic, and pragmatic problem-solver with ability to excel in a fast-paced, team-oriented environment.
Adept at articulating conclusions from data, raising issues with insight into implications and is persuasive when presenting.
Collaboration: Able to work effectively in a matrixed structure including marketing and cross-functional areas.
Bias for Action- Anticipates, Identifies and acts on both short and long-term goals in achieving results. Actively seeks to stretch performance targets.
Passion for shared economy services and innovation; ability to thrive in a fast-paced, highly-entrepreneurial environment and drive team success
Results-driven: Experience tracking success of marketing programs, with a strong orientation for ROI beyond just great ideas.
Agile and Innovative: Forward-thinking and flexible, with the ability to thrive under in ambiguous and dynamic environments.
Leadership: Prior management experience with demonstrated ability to motivate, inspire and lead by example.
Customer-centric: Empathetic approach to service, paired with a passion for the brand.
A team player of positive energy, down-to-earth, low-ego, and quick in decision making
Entrepreneurial DNA: flexible to changes, eager to learn, proactive to act, resilient to failure, persistent in making impact
Bachelor's degree is required, MBA preferred.
Internal Number: 20003947
With broader and deeper capabilities than any other company, CBRE is the leading full-service real estate services and investment organization in the world.
CBRE Group, Inc. is the world’s largest commercial real estate services and investment firm, with 2017 revenues of $14.2 billion and more than 80,000 employees (excluding affiliate offices). CBRE has been included in the Fortune 500 since 2008, ranking #214 in 2017. It also has been voted the industry’s top brand by the Lipsey Company for 17 consecutive years, and has been named one of Fortune’s “Most Admired Companies” in the real estate sector for six years in a row. Its shares trade on the New York Stock Exchange under the symbol “CBRE.”
CBRE offers a broad range of integrated services, including facilities, transaction and project management; property management; investment management; appraisal and valuation; property leasing; strategic consulting; property sales; mortgage services and development services.