Building a property marketing function inside WeWork

The situation

Enterprise customers no longer wanted turnkey space in a coworking environment. They wanted agency over design and configuration with flexibility in space, lease terms, and financials. That shift meant the product was now the asset itself: full floors, buildings, and offices, sold against traditional landlords. Existing processes were costing money in labor, lost sales productivity, and production fees, and putting revenue at risk.

What I did

• Identified the opportunity, ran the financial impact analysis, built the business case and roadmap, and secured executive funding with support from sales and marketing leadership.
• Built and led a global team of 15 across product marketing, field marketing, events, creative design, and project management.
• Implemented a tiered asset system that standardized outputs for each property category, with global templates for leasing collateral, proposals, and market overviews that regions could localize.
• Developed a full-funnel GTM approach spanning market-level awareness, building-level consideration, and account-based conversion.
• Launched premium programs for the most valuable properties in the portfolio with differentiated positioning and asset-specific GTM strategies.

The result

The function transformed how WeWork marketed physical space, moving to an asset-centric approach that matched how sophisticated enterprise buyers actually evaluate real estate. It generated $50M in incremental revenue, cut asset dead time by 18%, lifted total contract value by 30%, and gave WeWork a credible position against traditional landlords in the enterprise segment.