📌 Core Information
🔹 Job Title: Growth Marketing Lead
🔹 Company: Way
🔹 Location: Austin, Texas, United States
🔹 Job Type: Full-time
🔹 Category: 🚀 Growth Marketing
📌 Essential Job Details
🚀 Job Overview
Way is seeking a Growth Marketing Lead to drive their B2B technology platform's expansion through data-driven strategies with a particular focus on Account-Based Marketing (ABM). This strategic role will collaborate with the VP of Marketing and cross-functional teams to generate momentum with key accounts, optimize conversion rates, and execute innovative marketing campaigns that drive business growth across the entire customer funnel.
ASSUMPTION: Based on the job description mentioning "primary growth marketing leader" and required collaboration with the VP of Marketing, this appears to be a senior individual contributor role rather than a team management position.
📋 Key Responsibilities
- ✅ Design and execute Account-Based Marketing (ABM) strategies targeting key accounts
- ✅ Track performance, report ABM campaign results, and identify optimization opportunities
- ✅ Run marketing experiments across multiple channels (paid media, partnerships, customer-led growth, outbound campaigns, events, CRO)
- ✅ Collaborate with the VP of Marketing and cross-functional teams on product launches and content initiatives
- ✅ Optimize conversion rates through A/B and multivariate testing
- ✅ Enhance user experience and reduce friction across marketing funnels and landing pages
- ✅ Leverage marketing automation tools to deliver personalized communication and nurture leads
🎯 Required Qualifications
Education: Not specified
Experience:
- 6+ years of growth marketing experience in a B2B SaaS environment
- 3-4 years of account-based marketing experience
- Proven success executing account-based marketing campaigns
Skills:
- Strong analytical skills with ability to interpret data and translate insights into action
- Experience managing paid advertising campaigns and collaborating with marketing agencies
- Proficiency in lifecycle marketing, marketing automation tools, and CRM systems
- Excellent written and verbal communication skills
- Collaborative mindset
💰 Compensation & Benefits
Salary Range: Not specified
Benefits: Not specified
Industry Comparison: Not specified
ASSUMPTION: As an Austin-based, well-funded tech company that recently raised a $20M Series A at a $100M valuation, Way likely offers competitive compensation for this senior marketing role. Growth Marketing Lead positions in Austin tech companies typically include equity packages and comprehensive benefits, though specific details are not provided in the listing.
📌 Applicant Insights
🔍 Company Context
Industry Position: Way is described as the "category-leading B2B technology platform" in the experiential marketing space, specifically helping hospitality brands create and monetize experiences.
Company Size: Growth-stage startup
Company Stage: Post-Series A startup valued at $100M after raising $20M in late 2022 from Tiger Global and MSD Capital
ASSUMPTION: Based on the funding amount, valuation, and founding year (2020), Way appears to be a rapidly growing Series A startup. While exact employee count isn't mentioned, companies at this stage and valuation typically have between 50-150 employees.
📊 Role Analysis
Career Level: Senior individual contributor
Reporting Structure: Reports to the VP of Marketing
Team Size/Composition: Not specified
Growth Opportunities: Potential for career advancement within a rapidly scaling, well-funded startup
ASSUMPTION: Based on the title "Growth Marketing Lead" and mention of being the "primary growth marketing leader" who collaborates with the VP of Marketing, this appears to be a senior individual contributor role with potential to build and lead a team as the company scales post-Series A funding.
🌍 Location & Work Environment
Office Type: In-office
Geographic Context: Austin is a major tech hub with a vibrant startup ecosystem, offering a lower cost of living compared to coastal tech centers like San Francisco or New York
Work Schedule: Not specified
Regional Considerations: Texas has no state income tax, which may be advantageous for compensation compared to other tech hubs
ASSUMPTION: The job listing explicitly mentions "willingness to work in-office in a fast-paced, dynamic environment," indicating this is not a remote position. Austin's tech scene is known for combining startup culture with a more balanced lifestyle than some coastal tech hubs.
💼 Interview & Application Insights
Typical Process: For senior marketing roles at B2B SaaS startups, the interview process often includes:
- Initial screening with HR or a recruiter
- First-round interview with the VP of Marketing
- Portfolio/case study presentation of past ABM campaigns and growth initiatives
- Panel interview with cross-functional stakeholders
- Final round with executive leadership
Key Assessment Areas:
- Track record of measurable growth results from ABM campaigns
- Analytical capabilities and data-driven decision making
- Experience with marketing automation and CRM systems
- Strategic thinking balanced with tactical execution
- Ability to collaborate across departments
Application Tips:
- Quantify ABM campaign results and growth metrics from previous roles
- Highlight experience with B2B SaaS marketing specifically
- Showcase examples of cross-functional collaboration
- Demonstrate both strategic vision and hands-on execution abilities
ATS Keywords: Account-Based Marketing, ABM, B2B SaaS, Growth Marketing, Marketing Automation, Conversion Rate Optimization, CRO, Lead Generation, Paid Media, Marketing Analytics, A/B Testing, Multi-Variate Testing, Marketing Experimentation
ASSUMPTION: These insights are based on standard interview processes for similar roles in the B2B SaaS industry and not specifically mentioned in the job description.
🛠️ Tools & Technologies
While specific tools aren't explicitly mentioned, a Growth Marketing Lead focusing on ABM at a B2B SaaS company would typically work with:
- ABM Platforms: Demandbase, Terminus, 6sense, RollWorks
- Marketing Automation: HubSpot, Marketo, Pardot
- CRM: Salesforce, HubSpot CRM
- Analytics: Google Analytics, Mixpanel, Amplitude, Looker
- A/B Testing: Optimizely, VWO, Google Optimize
- Advertising Platforms: LinkedIn Ads, Google Ads, Meta for Business
- SEO/SEM Tools: SEMrush, Ahrefs, Moz
ASSUMPTION: These tools represent industry standards for B2B SaaS growth marketing and ABM campaigns but are not explicitly mentioned in the job description.
👔 Cultural Fit Considerations
Company Values: While not explicitly stated, the job description suggests Way values innovation, growth mindset, and transformative thinking in the hospitality and experiences industry.
Work Style: Fast-paced, dynamic environment with cross-functional collaboration emphasized.
Self-Assessment Questions:
- Am I comfortable working in a rapidly scaling post-Series A startup environment?
- Do I thrive in collaborative settings while still taking ownership of my area?
- Am I energized by testing and optimization across multiple marketing channels?
- Can I balance strategic thinking with tactical execution?
- Am I excited about transforming an industry through technology?
ASSUMPTION: These cultural elements are inferred from company description phrases like "rapid growth," "dynamic environment," "visionary, driven team players," and the overall tone of the listing that emphasizes transformation and innovation.
⚠️ Potential Challenges
- Managing multiple marketing channels and experiments simultaneously in a fast-paced startup environment
- Balancing strategic ABM initiatives with day-to-day growth marketing tactics
- Collaborating across departments while being the "primary growth marketing leader"
- Working within the resource constraints typical of Series A stage companies
- Measuring and attributing impact across complex B2B buyer journeys
ASSUMPTION: These potential challenges are based on the job description's mention of multiple responsibilities across channels and the typical demands of growth marketing roles in Series A startups, not explicit statements in the listing.
📈 Similar Roles Comparison
This Growth Marketing Lead role at Way differs from similar positions in several ways:
- vs. Demand Generation Manager: More focused on ABM strategies rather than broad demand generation
- vs. Digital Marketing Manager: More strategic with emphasis on full-funnel growth rather than primarily digital channels
- vs. Marketing Operations Manager: More focused on campaign execution and optimization rather than systems and processes
- vs. Growth Marketing Director: Likely has fewer direct reports but similar strategic responsibilities
ASSUMPTION: This comparison is based on standard industry role definitions and not specifically mentioned in the job description.
📝 Sample Projects
Based on the listed responsibilities, someone in this role might work on:
- Developing an ABM campaign targeting the top 50 hospitality brands with personalized content journeys
- Creating and optimizing landing pages for different hotel segments with A/B testing to improve conversion rates
- Implementing a marketing automation sequence to nurture leads from tradeshows and industry events
- Launching and measuring paid LinkedIn campaigns targeting decision-makers at luxury resort collections
- Collaborating with product marketing on a campaign to promote new experience marketplace features
- Developing a customer advocacy program to generate referrals within the hospitality industry
ASSUMPTION: These projects are illustrative examples based on the listed responsibilities and Way's focus on the hospitality and experiences industry.
❓ Key Questions to Ask During Interview
- "How do you define success for this role in the first 90 days and the first year?"
- "What are the biggest challenges facing Way's growth marketing efforts currently?"
- "How does the marketing team collaborate with sales to align on ABM target accounts?"
- "Can you share more about Way's current marketing tech stack and how it supports ABM efforts?"
- "What does the current customer acquisition process look like, and where do you see the biggest opportunities for optimization?"
- "How does Way's experiential platform differentiate from competitors when marketing to hospitality brands?"
ASSUMPTION: These questions are suggested based on the growth marketing role type and may need adaptation for specific interviews.
📌 Disclaimer
⚠️ This enhanced job description was AI-generated based on the original job listing. Information has been organized and supplemented with industry-standard insights where details were not provided. All assumptions are explicitly labeled. Applicants should verify all details directly with the employer before making decisions based on this content.
📌 Next Steps for Applicants
- Resume Optimization: Tailor your resume to highlight B2B SaaS growth marketing experience, ABM campaign results, and analytical capabilities. Include specific metrics and results where possible.
- ATS Optimization: Incorporate key terms like "Account-Based Marketing," "B2B SaaS," "Growth Marketing," "Marketing Automation," and "Conversion Rate Optimization" naturally throughout your application.
- Portfolio Preparation: Compile examples of successful ABM campaigns, growth experiments, and conversion optimization initiatives with clear metrics and results.
- Company Research: Research Way's experiential platform, key customers mentioned (Hyatt Hotels, Hilton, AutoCamp, Auberge Resorts Collection), and the hospitality experiences marketplace.
- Network Connection: Look for connections at Way or their investors (Tiger Global, MSD Capital) on LinkedIn who might provide insights or referrals.
- Interview Preparation: Prepare to discuss specific ABM strategies, growth marketing tactics, and how you've collaborated with product and content teams in previous roles.