Marketing Lead

Department: Marketing

Employment Type: Full Time

Location: New York/Los Angeles

Reporting To: General Manager

Compensation: $130,000 - $160,000 / year

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…