Noel McNulty, Global Real Estate and Workplace Director at Twilio, brings learnings from hospitality to facilities and workplace experience in the tech and legal sectors. He explains how a “know your customer” mindset drives effective workplace design with personalized experiences. Noel discusses evolving from traditional facilities to values-driven workplace experience. After pandemic-based adaptions, he shares the emerging signals and realizations of the shift to flexible, remote-first work. Noel endorses curated events and environments to foster connection, engagement, and wellbeing to enhance productive, distributed work. KEY TAKEAWAYS [1:30] Noel moves from Ireland to the US, starting in hospitality before moving to facilities management. [3:09] Noel uses hospitality skills in facilities work, focusing customer service and operational efficiency. [4:28] Working on a large office restack, Noel is exposed to design, construction, and project management. [6:04] Getting to know each customer personally is essential to deliver effective workplace solutions. [10:41] Noel adopts Maya Angelou’s insight that people remember how you made them feel. [13:14] Tech companies embrace high visibility events and high-touch workplace experiences. [16:23] Conservative sectors, such as law firms, foster very different workplaces to tech companies. [18:15] The pandemic halts a major growth period, forcing an immediate shift to remote working. [19:24] Downtime is used to catch back up, building playbooks and operational structure. [20:41] Phased office returns have strict safety measures, understanding psychological issues. [22:38] Leaders discover remote work productivity, adding asynchronous learning practices. [24:25] Pandemic-based work shifts lead to rethinking space use and global workplace strategy. [25:03] Twilio commits to remote-first for talent and customers, learning from new habits. [26:36] Using regular employee surveys to inform and guide culture and strategy. [27:51] Workplace experience is decisions are grounded by core values and principles. [29:22] “Open Work” is launched as a framework for distributed teams to thrive. [30:36] Effective workplace experience focuses on understanding customers and data, and cultivating curiosity. [31:24] Why empathy, self-awareness, and understanding needs are essential to inform workplace strategies. [31:45] Noel's coaching benefits his leadership, self-awareness, and support of everyone's well-being. [33:39] Noel recommends how reframing questions can unlock new perspectives. [35:11] IMMEDIATE ACTION TIP: To improve workplace experience, first, everyone gets to contribute as all their experiences matter. Secondly, get external inputs—there’s a broad community all working on the same issues. Lastly, have fun with it. RESOURCES Noel McNulty on LinkedIn Twilio QUOTES “At the core of all of it, I think it's knowing your customer… that means actually getting to know them as a person, not just about the work they do.” “You can curate a more unified experience, but there’s still personalization involved. It’s about balancing both.” “Workplace experience is about how a company’s values show up in the environment and how that reflects in how people are treated.” “Even as we’ve moved into this remote-first world, it’s really about allowing people to be seen and heard.” “It wasn’t just because they were a lawyer they got special attention—everybody got that attention, from secretaries to administrative staff.” “'Open Work' is our philosophy for how we allow our employees to thrive in a remote-first environment.”