UNIFI Labs, the industry leading BIM content management platform, is made possible by a team of passionate individuals behind the scenes. Virginia Senf has been an essential UNIFI leader and contributor for well over 5 years. Her initial impact was as a consultant and then in a full-time role as Vice President of Business Operations. Her passion for the domain, relentless pursuit of “better” and tenacity in driving excellence for the organization made her move to the role of Chief Operations Officer (COO) a natural progression.
As COO, Virginia oversees revenue operations and leads UNIFI’s Sales, Customer Success and Marketing teams to ensure we deliver on our commitment of journeying with our customers. In addition, she champions UNIFI’s culture and spearheaded development of “The UNIFI Way” to codify who we are as a team. Virginia leads the internal journey for all our employees to ensure individual development is top of mind and “The UNIFI Way” is consistently lived out across the company. Virginia’s agility in addressing challenges, precision in execution and unwavering dedication to the UNIFI mission makes her an outstanding COO. She is a leader whose influence and contributions positively impact all areas of the business to the benefit of entire organization.
We recently sat down with Virginia to learn more about her experience at UNIFI, and her favorite parts of leading both our revenue team and as leader for the organization at large! Virginia shared some of her experience in her own words that are captured below:
➊ What has your experience been with our company culture?
Working with curious, passionate, and driven teammates is what gets me up in the morning and our team at UNIFI certainly fits the bill! I enjoy being a part of a team that is motivated by building a better now and enabling a better future for the building industry. I’m consistently impressed by our team’s agility and resourcefulness; I learn something new every day from the team and am continually inspired by our shared growth mindset.
❷ What are some things you have noticed about our leadership team?
Our leadership team is the most customer-focused one I’ve been a part of, and I’m grateful for the impact that has on our strategic decisions. Each executive makes time on a weekly basis to engage with customers directly and those interactions ensure that our customers are more than an abstraction to us, instead they’re at the heart of everything we do.
❸ What parts of our mission do you connect with?
After years of getting to know the building industry during my time at UNIFI, I’m still regularly amazed at what a feat it is to plan, design and get a building built! The sheer complexity of the workflows and number of stakeholders involved is daunting, the addition of complex technology that often adds data siloes into the mix makes a difficult job seem nearly impossible. I’m so proud of our ability to play a role in facilitating more fluid data collaboration, reducing rework and driving efficiency. We make our users’ lives a little bit easier every day and that’s super rewarding for me.
❹ What have been your biggest accomplishments to the team?
Even the best software in the world isn’t useful unless it 1) makes it into the hands of the people whose lives it can make better and 2) is well implemented so that those people know how to use it and are able to unlock the full potential of its value for their business. That was my mission coming into UNIFI, to raise awareness of how our platform can help the industry and ensure we had a best-in-class customer journey. I’m proud of the Rev Ops team that we’ve built over the past five years – the value we’ve been able to deliver is very tangible and it’s had a measurable impact on our customers’ bottom lines.
❺ Which benefits are your favorite and why?
The flexible remote working environment is simply incredible. Personally, it’s enabled me to start a family while remaining highly engaged with our team thanks to a work/life balance I’d never have working in an office. As a business, it’s allowed us to tap into a diversity of experience and talent that we wouldn’t have been able to leverage if we were limited to a specific set of geographies. Today’s job market is increasingly competitive, and I think the trust and accountability that our distributed model is built on speaks to the culture of extreme ownership that we’ve built at UNIFI. UNIFI is a human-centric company, and our benefits demonstrate how much we value our team members.
❻ Before working here, what was an exciting job you had?
I helped establish Gartner’s Marketing Leaders practice, expanding their actionable technology insights and advice from the IT organization to Marketing. IT no longer holds the largest technology budget in an organization and ensuring leaders across the business have the know-how they need to make the right decisions for achieving their growth goals is extremely critical. We certainly see that shift in ownership of technology decisions extending to the building industry as well.
❼ What drew you originally to UNIFI? And how has UNIFI changed since?
I came to UNIFI because of the product. There are a lot of startups out there who are trying to figure out a product that will solve a customer problem, UNIFI was laser-focused on solving a real problem from the very beginning. Since I joined, UNIFI has invested in building a customer-focused organization around that product to ensure that customers are able to maximize the value they’re realizing from our platform. I’ve seen the impact that’s had on customer outcomes and I’m proud of the customer-centric culture we’ve built.
❽ List a couple of fun facts about you?
I’m from the land of 10,000 lakes, spend my weekend searching for great coffee shops and bakeries, and then running/hiking the rest of the time to make room for more sweets!
Dwayne Miller, CEO and Co-Founder explains Virginia’s contributions best, “Virginia is an incredible leader for Team UNIFI! We have worked closely together from the start, and it has been among the absolute best experiences in my 30+ year career. Success in software requires holistic focus and ensuring that all areas of the business from finance, product, development, marketing, sales, and customer success are aligned for successful execution and delivery. It’s a lot of work and not for the faint of heart! Virginia gets it and is relentless in her pursuit of getting UNIFI to “better” for both our customers and employees. She is incredibly tenacious and has a mindset that is rare in leaders as she understands when to put on the strategic executive hat while never hesitating to push up her sleeves and dig in as the needs of a burgeoning business dictate! Keeping the customer as the center has always been baked into the UNIFI ethos and Virginia personifies it in all she says and does for the organization… and she does ALOT! ”
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