Marketing Generalist & Management·Updated on Nov 13·
Full-time$130k - $160k /yrIn-person
About the Job
Requirements
The candidate should have 7 to 10+ years of marketing experience, ideally in a direct-to-consumer, e-commerce, marketplace, or high-growth startup environment.
The candidate should be a T-shaped marketer able to work across strategy, performance, brand, and execution; analyze customer acquisition cost and return on investment; and bring creative judgment to brand-building.
The candidate should have proven experience leading and developing marketing teams, alongside a hands-on, entrepreneurial mindset and the ability to build and execute a playbook.
The candidate should demonstrate strategic judgment and analytical skills, prioritize high-impact opportunities, make informed trade-offs, and take accountability for business outcomes.
The candidate should have a deep understanding of the U.S. consumer and marketing landscape and be able to translate local insights into relevant marketing strategies.
Responsibilities
Own and execute the full-funnel U.S. marketing strategy, including budget allocation, channel mix, priorities, and return on investment.
Own the marketing calendar across brand, demand and supply generation, customer relationship management, partnerships, content, search engine optimization and generative engine optimization, social media, influencers, events, and local activations.
Manage a seven-figure marketing budget and work with U.S. leadership and global functions to translate business objectives into marketing initiatives.
Lead and develop local marketing managers and freelancers, set the team roadmap and priorities, foster a high-performing team culture, and establish ownership, accountability, and coaching.
Work with the global performance marketing team to optimize acquisition channels such as Google and Meta, test new growth levers across brand, partnerships, influencers, and offline activations, grow demand and supply, and improve customer acquisition cost.
Adapt and strengthen the global brand for the U.S. market, leading public relations, social media, content, local media, and brand activations to increase visibility, trust, and demand.
Translate strategy into execution across channels and initiatives, including campaigns, partnerships, and activations.
Establish key performance indicators, analyze marketing performance, and use insights to guide channel, campaign, budget, and team-priority decisions.
Partner with global performance, Product, Tech, and broader Marketing teams to align on priorities and share learnings.
Report to the U.S. General Manager and contribute to shaping the company's growth in the U.S.
Upway is the leading marketplace for certified refurbished e-Bikes, operating across Europe and the US. We buy, refurbish, and resell e-Bikes through a rigorous technical process, making sustainable mobility more accessible while delivering a seamless and reliable customer experience.
The US has become one of Upway’s fastest-growing markets, and we are looking for a 360° Marketing Leader to take full ownership of our US marketing strategy and growth. You are the marketing lead for the market, balancing high-level brand strategy with hands-on execution to build Upway into a category-defining and locally loved brand.
As a Marketing Lead, you will own the full marketing calendar across brand, demand and supply generation, CRM, partnerships, content, SEO/GEO, social, influencers, events, and local activations. You will define the strategy, set priorities, manage a 7-figure marketing budget, and work closely with the US leadership team and global functions to turn business objectives into impactful marketing initiatives.
This is a high-ownership role for someone who enjoys operating at both the strategic and executional level. You will be expected to identify growth opportunities, build the marketing foundations, test and learn quickly, and translate insights into campaigns that drive both brand love and measurable business growth.
You will report directly to the US General Manager and play a key role in shaping the next phase of Upway’s growth in the US.
Own the US marketing strategy: Define and execute the full-funnel, 360° marketing strategy for the US, including budget allocation, channel mix, priorities, and ROI.
Lead and develop the marketing team: Manage and develop the local marketing managers and freelancers, set the team roadmap and priorities, foster a high-performing team culture, and create clear ownership, accountability, and coaching.
Drive performance and growth: Work closely with the global performance marketing team to optimize acquisition channels such as Google and Meta, while continuously testing new levers across brand, partnerships, influencers, and offline activations to grow demand and supply and improve CAC.
Build the Upway brand in the US: Adapt and strengthen Upway’s global brand for the US market, leading PR, social, content, local media, and brand activations to increase visibility, trust, and demand.
Lead 360° marketing execution: Translate strategy into high-quality execution across channels and initiatives, balancing strategic planning with hands-on involvement in campaigns, partnerships, activations, and other growth opportunities.
Use data to drive decisions: Establish clear KPIs, analyze marketing performance, and turn insights into actionable decisions on channels, campaigns, budget, and team priorities.
Cross-functional collaboration: Partner closely with the global performance, Product, Tech, and broader Marketing teams to align on priorities and share learnings.
Experience: 7 to 10+ years in Marketing, ideally in a D2C, E-commerce, Marketplace, or high-growth startup environment.
T-Shaped Marketer: You can move seamlessly between strategy, performance, brand, and execution. You are comfortable analyzing CAC and ROI, while also having the creative eye to build a strong brand.
Leader & Builder: Proven experience leading and developing marketing teams, with a hands-on, entrepreneurial mindset. You are resourceful and comfortable building the playbook while executing it.
Strategic & Business-Minded: Strong judgment and analytical skills, with the ability to prioritize high-impact opportunities, make smart trade-offs, and hold yourself accountable to business outcomes.
US Market Expertise: Deep understanding of the US consumer and marketing landscape, with the ability to turn local insights into relevant, high-impact marketing strategies.