COMPANY OVERVIEW:
Way.com — America's dominant automotive super app, powering every mile for over 11 million customers, from auto insurance and parking to EV charging and more. Leveraging cutting-edge AI, machine learning, and advanced data analytics, we deliver innovative, personalized solutions that transform car ownership. Featured by Bloomberg, ranked 48th on Andreessen Horowitz's Marketplace list of fastest-growing companies worldwide, and recognized as the top Product in Insurance by UnitQ, we're making car ownership easier, more affordable, and more rewarding.
POSITION SUMMARY:
This is an end-to-end ownership role — not a channel-management seat inside a larger marketing org. The Director, B2B Marketing owns the full demand generation engine for Way.com's B2B business, spanning four verticals: Parking, Way+ Insurance Partnerships, Car Wash, and Repair & Maintenance SaaS.You will own demand generation from strategy to pipeline, run the HubSpot instance at an architecture level, carry the MQL and SQL number, manage B2B websites and SEO, run an events calendar of roughly 10 events per year, and drive outbound tooling with Clay and Apollo. Product marketing — personas, positioning, and go-to-market — sits with this role too. You will report directly to the EVP, Marketing and work onsite in Fremont, CA. This is a company building at scale and moving fast — the role will change as the business does.
KEY RESPONSIBILITIES:
01 DEMAND GENERATION & PIPELINEOwn the full demand gen engine: lifecycle, nurture, content, paid media, and marketing operations together — not a single channel. Carry MQL and SQL targets; be measured against the pipeline number Run outbound prospecting and lead enrichment workflows using Clay, Apollo, or equivalent platforms. Manage third-party lead sources and paid media budgets across B2B verticals.02 HUBSPOT & MARKETING OPERATIONSOwn the HubSpot CRM/MAP instance at an admin and architect level: workflow automation, lead scoring, list architecture, and CRM integration with sales tools. Build and maintain the reporting and dashboards that make pipeline performance legible to leadership. Ensure data integrity and alignment between marketing ops and the sales team.03 B2B WEBSITE, SEO & CONTENTOwn the B2B website strategy: content, conversion optimization, and the ongoing roadmap with engineering and product. Drive SEO performance across all four B2B verticals. Coordinate with engineering and product through Jira for marketing-tech and website projects.04 EVENTS & CAMPAIGNSRun the B2B events program: approximately 10 events per year — trade shows, partner events, and owned events. Lead B2B campaign strategy across Parking, Way+ Insurance Partnerships, Car Wash, and Repair & Maintenance SaaS.Develop vertical-specific messaging and campaign calendars that move pipeline.05 PRODUCT MARKETINGOwn persona development, competitive positioning, and messaging for each B2B vertical. Support go-to-market planning for new verticals and product launches. Partner with Product and Sales to translate product capabilities into buyer-facing value propositions.
QUALIFICATIONS:
E X P E R I E N C ERequired: 8–12+ years in B2B marketing with progressive ownership — ideally at a mid-market company (roughly 50–500 employees) where you were the marketing function, not one channel within a large team.
Required:
Full-stack demand generation experience — lifecycle, content, paid media, and marketing ops together. Not a single-channel specialist.
Required:
HubSpot ownership at an admin/architect level — workflows, lead scoring, list architecture, and CRM integration. Not just campaign-level use.
Required:
Direct MQL/SQL accountability. You carried a pipeline number and were measured against it.
Required: Clay and/or Apollo experience for outbound prospecting and lead enrichment.
Nice to have:
Automotive, mobility, fleet, logistics, dealer technology, insurance, or field services background — or adjacent SaaS that sells to operators and facility managers.
Nice to have: Experience running or coordinating a distributed marketing team.
Nice to have:
Events calendar management — 8–12 events per year.
SKILLS & KNOWLEDGEFull-stack demand gen ownership: lifecycle, nurture, content, paid, and ops — not one channel.
HubSpot at an architect level: workflow design, lead scoring, list management, and sales integration.
Product marketing chops: persona development, competitive positioning, and go-to-market planning.
Jira or equivalent for cross-functional coordination with engineering and product.
Strong analytical instincts: at home in BI tools and able to build the metric before managing to it.
Clear, direct communicator equally credible with a sales rep, a product manager, and an executive.
EDUCATION
A bachelor's degree is preferred. Equivalent B2B marketing leadership experience will be considered.
WHY JOIN US:
End-to-end B2B ownership from day one — four verticals, one pipeline number, full authority. Direct access to EVP Marketing and product leadership with no bureaucratic layers. A HubSpot instance, events calendar, and demand gen engine that are yours to architect, not inherit. Competitive base salary up to $240,000, plus full health, dental, vision, and 401(k) benefits. Way.com is an Equal Opportunity Employer. We celebrate diversity and are committed to creating an inclusive environment for all employees.
