The Role
Lead and execute full-funnel marketing for Benelux: develop regional strategy, scale multi-channel campaigns (SEA, SEO, Paid Social, Affiliate, Email, OOH, influencers), optimize performance metrics (CAC, CPS, ROI), position the brand, build and mentor a local team, coordinate with global teams and local operations, and run experiments and local activations to drive growth.
Summary Generated by Built In
About Upway
At Upway, we’re building the world’s leading marketplace for refurbished e-bikes. In just 4 years, we’ve brought more than 100,000 e-bikes back to life and we are just getting started.
Our mission is to make electric mobility accessible to everyone.
How? By sourcing and professionally refurbishing the best e-bikes on the market in combining premium quality, affordability, and sustainability. Germany has become our core market. To continue growing fast, we’re looking for an ambitious Head of Marketing to take our brand, growth, and local presence to the next level.
Our mission is to make electric mobility accessible to everyone.
How? By sourcing and professionally refurbishing the best e-bikes on the market in combining premium quality, affordability, and sustainability. Germany has become our core market. To continue growing fast, we’re looking for an ambitious Head of Marketing to take our brand, growth, and local presence to the next level.
Your Mission
As Head of Marketing BNL , you will own and drive our full marketing strategy and execution across brand, owned channels and local activations. You will act as the go-to person for all marketing topics in our most strategic market.
Your responsibilities will include:
- Full-Funnel Marketing Strategy: Develop and implement a comprehensive marketing strategy tailored to the BNL region, addressing each stage from awareness to conversion.
- Channel Management & Scaling: Plan, manage, and scale campaigns across SEA, SEO, Affiliate, Paid Social, Email, Influencer Marketing, PR, OOH, and other relevant channels.
- Brand Positioning: Define and continuously refine Upway’s brand positioning in Benelux to establish it as the go-to destination for refurbished e-bikes.
- Performance Optimization: Track, analyze, and optimize key growth metrics including CAC, CPS, and ROI to ensure sustainable business growth.
- Cross-Functional Collaboration: Work closely with global performance and product teams, as well as local operations and logistics, to align marketing with overall business objectives.
- Team Leadership: Build, mentor, and lead a high-performing local marketing team.
- Innovation & Experimentation: Continuously test and evaluate new formats, partnerships, and creative concepts to drive growth and engagement.
What We’re Looking For
Experience: 5+ years in marketing or growth, ideally within a Consumer goods, e-commerce, or startup environment.
Strategic & Hands-On: Proven ability to combine strategic thinking with hands-on execution, with strong expertise in managing multi-channel marketing initiatives and driving impact.
Self Drive & Passion: Strong motivation for building consumer brands from scratch, and passion for mobility, circularity and / or the ebike market.
People & Stakeholder Management: Experience leading small teams, agencies and driving superior outcomes.
Languages: Native-level fluency in Dutch or French and excellent command of English.
Mindset: Resilient, Open Minded, Team Worker
Strategic & Hands-On: Proven ability to combine strategic thinking with hands-on execution, with strong expertise in managing multi-channel marketing initiatives and driving impact.
Self Drive & Passion: Strong motivation for building consumer brands from scratch, and passion for mobility, circularity and / or the ebike market.
People & Stakeholder Management: Experience leading small teams, agencies and driving superior outcomes.
Languages: Native-level fluency in Dutch or French and excellent command of English.
Mindset: Resilient, Open Minded, Team Worker
Why Join Us
Impact & Ownership: High-impact role in one of our largest market, with full strategic and operational responsibility.
Purpose-Driven Mission: Be part of reshaping mobility through sustainability and innovation.
Dynamic Environment: Thrive in a fast-paced startup setting with significant growth potential.
Location: Office in Mechelen / Amsterdam
Competitive Package: Attractive salary plus equity participation.
Global Collaboration: Work with an ambitious, international, and collaborative team spread across Paris (HQ), Berlin, Antwerp, Los Angeles, New York City, and more.
Perfect Match for any marketing expert who loves bikes!
About
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 $120M+ from leading investors, including Sequoia, Exor Seed, Korelya Capital & GFC.
Skills Required
- 5+ years in marketing or growth
- Experience in consumer goods, e-commerce, or startup environments
- Proven ability to combine strategic thinking with hands-on execution
- Experience managing and scaling SEA, SEO, Affiliate, Paid Social, Email, Influencer Marketing, PR, OOH
- Experience tracking and optimizing CAC, CPS, and ROI
- Experience leading small teams and managing agencies
- Native-level fluency in Dutch or French and excellent command of English
- Passion for mobility, circularity and/or the e-bike market
- Work from office in Mechelen or Amsterdam
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The Company
What We Do
Upway is a leading international marketplace for certified pre-owned electric bikes. Founded in 2021, the company specializes in the refurbishment and resale of e-bikes, aiming to make sustainable electric mobility accessible and affordable. Upway operates an extensive circular mobility network, partnering with retailers and individuals to recondition bikes and provide them with a one-year warranty across multiple countries, including the US and Europe.
