Helen Min on people-centered marketing
Enterprise marketing team lead Helen Min explains how Dropbox crafts communications that put people first.
From her goals as a leader to Dropbox’s unique marketing philosophies, Helen describes why the Dropbox journey is one she wanted to be a part of.
What did you do before Dropbox?
Before joining Dropbox I ran marketing and growth for a small enterprise startup. Prior to that I worked in business-to-business (B2B) marketing at Facebook, growing its global advertising business during five exciting and decisive years. Before Facebook, I worked in the advertising industry.
Why did you decide to join Dropbox?
I joined Dropbox because it has a vision that really appealed to me. Over the years I’ve learned that no matter what you do, applying your skills to a meaningful vision is extremely rewarding. Not only can you take great pleasure in the impact of your work, but you learn so much more because all of your colleagues are also here working hard for the same reasons. We have so many incredible people here, all working towards a shared bigger picture, and the result is really that anything is possible. We’re just getting started, and that’s a very compelling reason to join Dropbox.
What do you do at Dropbox?
I lead the enterprise marketing team which markets Dropbox for Business to large companies. Specifically, we craft communications that help explain why Dropbox for Business is a smart, valuable choice for those companies. Our global sales team sends these communications to people at the companies who make decisions about IT tools. We also distribute the materials at industry events, and via industry publications.
What’s unique about doing marketing at Dropbox?
When technology companies market their product to other businesses, the strategy usually involves promoting the features and performance of one technology versus another. It’s different at Dropbox, though. We have the opportunity to tell powerful stories about people, which is something that’s often overlooked in tech marketing.
People have always been at the center of product development at Dropbox, and it’s exciting to know that our marketing teams are encouraged to share that story, even when they’re talking to senior-decision makers at large corporations!
As a manager, what do you consider most important?
I think one of the most important components of good leadership is creating an environment where people are excited to grow as individuals, and excited to achieve the goals of the many teams they’re part of. I get excited about any opportunity to help the people on my teams achieve their personal career goals, to learn and grow in ways they may not have expected, and to become the best and happiest versions of themselves.
At the same time, at work we’re all part of many teams. For instance, in my case there’s my individual team here in marketing, then the larger team that makes up the “business” side of Dropbox, and finally the entire Dropbox team as a whole. Each of those teams has unique goals and a meaningful purpose.
What’s one of your favorite “fun” things about Dropbox?
Probably our mid-afternoon tea and snack because of the way it brings different Dropboxers together on a daily basis. People will drop what they’re doing to grab tea and the tasty snack of the day, and chat with whoever is around. I hope that as Dropbox grows, we continue to take a few minutes out of our busy days to get to know each other, and find out what other people are working on.
Where do you want to see Dropbox go from here?
I look forward to more people knowing that the Dropbox they love also has a business product, called Dropbox for Business. I’m also looking forward to Dropbox for Business gaining favorability among large businesses around the globe. Dropbox is growing fast internationally, and our marketing team is excited to support that growth.
What is something that many people don’t know about you?
I was once an NFL cheerleader. It was a very rewarding experience, and I learned a lot that still serves me today. I got a lot of exposure to a wide cross-section of people and backgrounds that you don’t normally encounter in tech or advertising. It helped me gain more empathy and humility, and gave me an important appreciation for teamwork and accountability at a very young age.
If you weren’t working in marketing in a tech company, what would you be doing?
It’s hard to think about doing anything but working in tech right now when you’re living in San Francisco. If I were living somewhere else, I might be working in politics as a campaign strategist or speechwriter. I love thinking through the best ways to communicate vision or change.
How would you describe Dropbox in three words?
Vision, warmth, and integrity.
Dropbox is growing. We’d love for you to join us.