Regional Marketing Manager, CA

Description

Upway is a fast growing startup building the largest marketplace for refurbished e-bikes globally. We have refurbished over 100,000 e-bikes in just four years and are growing fast! Upway's mission is to make e-mobility accessible to a wide range of people. Our goal is to build the largest and highest quality e-bike range by sourcing and reconditioning the best e-bikes.

The US has become one of our biggest markets, with CA being its biggest and fastest growing region, and to support our growth we are looking for a marketer with a passion for shaping brand experiences and driving growth.

As Marketing Manager at Upway, you’ll play a critical role in executing our marketing strategy, optimizing demand generation, and building a locally loved brand in California. With a 7-digit marketing budget to manage, you’ll lead campaigns across multiple channels - from social media and influencer partnerships to calendar-driven promotions and special brand activations.

If you thrive in a fast-paced, entrepreneurial D2C environment and are ready to build the foundations of our marketing strategy, we want you to be part of our exciting growth journey!### Key Responsibilities

• Local Marketing & Brand Building
  • Own and execute California-specific marketing initiatives aligned with national strategy.
  • Build Upway into a locally relevant and recognizable brand across CA.
  • Lead local launches, activations, and campaigns tied to culture and community.
• Community & Culture
  • Build strong relationships with local communities around UpCenters and priority markets.
  • Organize and execute events, grassroots initiatives, and local activations.
  • Act as the face of Upway in California.
• Partnerships & Affiliates
  • Identify, build, and manage partnerships in CA.
  • Develop and grow an affiliate and creator ecosystem in CA.
  • Drive both demand (buyers) and supply (trade-ins / sellers) through partnerships.
• Social & Content Creation
  • Own CA social execution, with a strong emphasis on video-first content.
• Plan and execute:
  • Content creation.
  • Photo & video shoots.
  • Creator and influencer collaborations.
  • Ensure consistent local storytelling across platforms.
• Budget Ownership
  • Manage a dedicated California marketing budget.
  • Allocate spend across local campaigns, partnerships, content, and activations.
  • Track performance and ensure efficient use of budget.
• Collaboration & Reporting
  • Work closely with the US Growth Marketing Manager, Social & Content team, and local operations.
  • Share insights from the CA market to inform national strategy.
  • Report on local performance, learnings, and growth opportunities.

Skills, Knowledge and Expertise

• Strong academic background
• 2-4 years in marketing, community building, and on-the-ground activations, with proven success in driving demand in a consumer-focused environment.
• Entrepreneurial, autonomous, and able to thrive in a fast-paced, high-growth environment.
• Hands-on approach, willing to dive into day-to-day execution while maintaining strategic oversight.
• Genuinely excited to build a brand in California, with a strong sense of ownership and long-term commitment to the region.
• Proven expertise in video-first and UGC content, including working hands-on with creators and influencers.
• Hands-on experience planning and executing photo and video shoots, from brief to delivery.
• Strong content instincts, able to translate brand positioning into engaging local storytelling.
• Creative and resourceful problem solver who can adapt to local nuances and understand emerging trends.
• Deep understanding of California culture, cities, and consumer behavior.
• Exceptional communication skills, all written, verbal, and visual.
• Based in LA.

Benefits

• Upway operates in Western Europe and the US, with the support of prestigious investors including Sequoia Capital, Global Founders Capital, Galvanize, AP Moller and Exor. It holds an exceptional team of talented people who thrive in fast paced environments and who are dedicated to the mission: Making electric mobility accessible to everyone.
• You will receive a competitive cash compensation, equity shares in the form of stock options and an annual bonus based on the performance of the company.
• Additionally you will receive Comprehensive healthcare coverage, the chance to participate in the company's 401K plan, 15% off your next e-Bike!, monthly phone allowance, Parental leave and Unlimited vacation policy.
• You will operate in an environment, where you can take as much responsibility as you are able to handle. This will present great learning and growth opportunities.
• You’ll work on a great product. Electric and sustainable mobility will be ever present in your day-to-day life, and you’ll become an expert in these topics.
• You are one of the first employees in the US Upway team based in CA and actively shape the culture of the team.

About Upway

At Upway, we are making electric mobility accessible to everyone. We are looking for high intelligence, high energy and high integrity people to join us on an exciting journey and reshape mobility with us.

Our mission is to make e-bikes the norm, redefining how the world moves. As the global leading platform for certified pre-owned and refurbished e-bikes, we proudly serve customers across nine countries, including France, Germany and the US.

We are an international company and operate from Paris, Antwerp, Berlin, Dusseldorf, Los Angeles, Amsterdam and New York. In just three years, we achieved a fast paced growth, ambitious expansion and secured $65M+ from leading investors, including Sequoia, Exor Seed, Korelya Capital & GFC.