Marketing Manager, New Markets

Job Description

Job Description

Salary:

About Kiln:

Kiln is a flex office and lifestyle brand. We deliver an exceptional experience that elevates the performance and lifestyle of our members through an ecosystem of people, products, places and spaces.

Kiln opened its first 2 locations in 2018 in Salt Lake City and Lehi, Utah and is rapidly expanding throughout the western United States. Kiln is pioneering the future of hybrid work within the niche of flex office in the broader commercial real estate sector.

Our Core Values:

Human at the core
Achieve & Celebrate Together
Thoughtful and with Purpose
Always Evolving
Nothing short of Extraordinary
Scrappy & Ingenious

Our Mission:

Our mission is to change the world within the workplace, elevating the quality of life for our members and enabling teams to build in new and creative ways.
Our community lifts individuals, facilitates learning, and is creating a collective that is capable of things we cannot imagine.

About The Role:

The Marketing Manager, New Markets is responsible for developing and executing the marketing side of the new market entry strategy that drives awareness, demand, and occupancy for new Kiln locations.

In this role, you will help translate Kiln's national brand into authentic, market-specific campaigns and experiences. Working closely with Business Development, Brand, Content, Demand Generation, Community, and external partners, you will oversee the local marketing efforts that introduce Kiln to new communities and establish each location as a meaningful part of the local business ecosystem.

This role blends marketing, launch strategy, content production, community engagement, public relations, partnerships, events, and grassroots brand building. Success requires equal parts creativity, organization, relationship-building, and execution.

Key Relationships:

• VP of Marketing
• Director of New Markets
• Lead Generation Marketing Manager
• Brand & Content Team
• Business Development Team
• Community Teams
• Growth & Real Estate Teams
• External creators, agencies, vendors, media partners, and community organizations

Major Responsibilities:

Market Strategy & Planning

• Develop market-entry marketing strategies for new locations based on local demographics, competitive landscape, industry targets, and market dynamics.
• Identify the highest-impact channels, partnerships, events, and activation opportunities for each market.
• Build market-specific launch plans that support occupancy and revenue objectives.
• Provide recommendations to marketing and executive leadership regarding market positioning and launch strategy.
• Present launch plans, performance updates, and market recommendations to marketing leadership and cross-functional stakeholders.
• Capture learnings and continuously improve launch strategies across future openings.

Local Awareness & Market Development

• Develop local awareness strategies that establish Kiln as a center of gravity within new communities.
• Research local business ecosystems, industries, demographics, and cultural dynamics to inform launch plans.
• Identify and execute opportunities to increase visibility through local organizations, media, sponsorships, partnerships, and community involvement.
• Build market-specific activation plans that create familiarity and trust before opening.
• Support ongoing awareness initiatives that extend beyond launch periods.

Content Production & Storytelling

• Lead development of market-specific content that showcases the people, businesses, neighborhoods, and culture surrounding each location.
• Coordinate photography, videography, testimonials, social content, and creator partnerships.
• Partner with Brand and Content to develop compelling stories that bring each market to life.
• Create and maintain a library of launch assets, photography, video, and local content for future campaigns.
• Support construction updates, launch milestones, member stories, and community-driven content opportunities.

Events, Partnerships & Brand Activations

• Develop and execute marketing initiatives designed to generate qualified leads, tours, and early membership demand.
• Develop local partnership opportunities that support awareness and credibility.
• Identify creative ways to introduce Kiln to local audiences through experiential marketing.
• Help establish Kiln as a visible and active contributor within each market.

Campaign Localization

• Partner with Demand Generation, Brand, and Content teams to adapt campaigns for local markets.
• Partner with Business Development to identify high-priority industries, employers, and target accounts within each market.
• Coordinate and create market-specific messaging, creative assets, landing pages, direct mail, email campaigns, and promotional efforts.
• Develop localized marketing initiatives that increase visibility among key decision makers and business communities.
• Support local PR opportunities and community-driven marketing initiatives.
• Ensure national campaigns feel locally relevant while maintaining brand consistency.
• Monitor campaign performance and recommend improvements.

Physical Marketing & Branding

• Oversee deployment of signage, window graphics, wayfinding, print collateral, environmental branding, and launch materials.
• Coordinate marketing touchpoints throughout the customer journey, from construction signage through grand opening.
• Ensure all physical assets reflect Kiln's premium brand standards.
• Maintain launch readiness checklists for all marketing-related site elements.

Experience and Skills:

• 37 years of experience in marketing, field marketing, community marketing, brand activation, experiential marketing, partnerships, or related disciplines.
• Experience launching products, locations, events, communities, or brands.
• Strong project management and organizational skills.
• Excellent communication and relationship-building abilities.
• Experience managing multiple initiatives across numerous stakeholders.
• Ability to think strategically while executing tactically.
• Experience coordinating content production, events, partnerships, and marketing vendors.
• Familiarity with HubSpot, project management platforms, social media channels, and modern marketing tools.
• Comfortable traveling to support new market launches and activations.
• Entrepreneurial, self-directed, and highly resourceful.
• Alignment with Kiln's mission, values, and commitment to creating extraordinary experiences.