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Upway is the leading marketplace for certified refurbished e-Bikes, operating across Europe and the US. The company buys, refurbishes, and resells e-Bikes through a rigorous technical process, making sustainable mobility more accessible while delivering a seamless customer experience.
The US is one of Upway's fastest-growing markets. We are seeking a 360° Marketing Leader to take full ownership of US marketing strategy and growth. You will be 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.
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 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.
Key responsibilities include:
- Define and execute the full-funnel, 360° marketing strategy for the US, including budget allocation, channel mix, priorities, and ROI
- Manage and develop local marketing managers and freelancers; set team roadmap, priorities, and foster high-performing culture
- Work with the global performance marketing team to optimize acquisition channels (Google, Meta) and test new levers across brand, partnerships, influencers, and offline activations
- Adapt and strengthen Upway's global brand for the US market, leading PR, social, content, local media, and brand activations
- Translate strategy into high-quality execution across channels and initiatives, balancing strategic planning with hands-on campaign involvement
- Establish clear KPIs, analyze marketing performance, and turn insights into actionable decisions
- Partner closely with global performance, Product, Tech, and broader Marketing teams
This is a high-ownership role for someone who enjoys operating at both strategic and executional levels. You will identify growth opportunities, build 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.
Requirements:
- 7 to 10+ years in Marketing, ideally in D2C, E-commerce, Marketplace, or high-growth startup environments
- T-Shaped Marketer: ability to move seamlessly between strategy, performance, brand, and execution; comfortable analyzing CAC and ROI while having creative eye for brand building
- Leader & Builder: proven experience leading and developing marketing teams, with hands-on, entrepreneurial mindset; resourceful and comfortable building playbooks while executing them
- Strategic & Business-Minded: strong judgment and analytical skills; ability to prioritize high-impact opportunities, make smart trade-offs, and hold yourself accountable to business outcomes
- US Market Expertise: deep understanding of US consumer and marketing landscape; ability to turn local insights into relevant, high-impact marketing strategies
