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Director, Omnichannel Marketing
Location: Technopark, Trivandrum, Kerala (Onsite)
Reports to: Head of India Marketing
About Way.com
Way.com is building the ecosystem and marketplace for everyday mobility. Way saves drivers money and earns them rewards on everyday things for their cars — car washes, parking, gas, and insurance — while providing roadside assistance and towing when things go wrong. With ten millions customers and a growing network of partner locations across the US, Way is redefining how drivers care for and use their vehicles.
Role Overview
We are looking for a Director, Omnichannel Marketing who can think strategically, build from the ground up, and execute at scale — someone who brings enterprise-grade marketing discipline to a high-growth ecommerce company with real business ownership.
This role owns Way’s consumer marketing strategy across every customer touchpoint. You will inherit a newly deployed Klaviyo email/SMS platform to use as the foundation for sophisticated event driven email marketing. Initially you will expand the team and competencies to run digital ads at scale with pinpoint micro targeting. As ads scale, you will migrate the team to a full-spectrum omnichannel consumer marketing organization. You will partner with the Ad Design Director and our internal ad agency team on campaign strategy and creative, but you own the marketing strategy, channel architecture, and performance outcomes.
You will deploy a Customer Data Platform to unify all customer touchpoints, build consistent brand presence across channels, and scale Way’s full advertising capabilities to augment our already effective SEM campaigns. If you want to expand a marketing function from single-channel to multi-channel and see your work drive real results at scale in the US market, this is the role.
Key Responsibilities
Email & Lifecycle Marketing (Klaviyo)
• Manage and optimize Way’s existing Klaviyo platform, withing with internal experts to maximize the value of current email and SMS capabilities
• Build out automation workflows, segmentation strategies, and A/B testing frameworks to drive lifecycle engagement
• Identify and close capability gaps within the Klaviyo ecosystem to support omnichannel growth
Digital Advertising & Paid Media
• Scale Way’s digital advertising program across Google Ads, Meta (Facebook/Instagram), and programmatic DSPs to lower CAC and increase Way brand awareness.
• Build full-funnel paid media capabilities that complement and augment Way’s effective SEM campaigns
• Partner with the Ad Design Director and internal ad agency to produce high-performing creative assets
• Own campaign strategy, budget allocation, and performance optimization across all paid channels
• Iterate based on data, A/B testing, and performance insights — marketing decisions should be informed by results, not just instinct
Social Media & Owned Content
• Own Way’s social media presence across all platforms, developing and publishing owned content that reinforces brand identity
• Build a content calendar and governance process that ensures consistency in voice, visuals, and messaging
• Monitor social performance metrics and optimize the content strategy based on engagement and reach data
Brand Consistency & Omnichannel Strategy
• Ensure brand consistency and quality across all touchpoints and product lines (car wash, parking, gas, insurance, roadside)
• Evolve the marketing team to deliver a unified brand experience across email, ads, social, web, and every consumer touchpoint
• Establish brand guidelines, creative standards, and cross-channel quality assurance processes
• Align closely with product, design, and customer experience teams to deliver cohesive consumer journeys
Customer Data Platform (CDP)
• Evaluate, select, and deploy a full Customer Data Platform to unify data from all customer touchpoints
• Build a single customer view that enables personalized marketing, accurate attribution, and lifecycle analytics
• Define data governance policies and work with engineering to integrate the CDP with existing ecommerce and marketing systems
Team Building & Leadership
• Build, mentor, and lead a high-performing omnichannel marketing team in the Kerala office
• Define the team roadmap, hiring plan, and capability-building priorities aligned with business growth targets
• Manage relationships with external vendors and partners, ensuring quality and brand alignment across all contributors
Required Qualifications
• 8–12 years of progressive experience in digital marketing, omnichannel strategy, or performance marketing
• Proven track record of building and scaling paid media programs across Google, Meta, and programmatic DSPs
• Leadership experience with marketing automation/email platforms (HubSpot, Braze, Iterable or Klaviyo)
• Experience deploying and operationalizing a Customer Data Platform (e.g., Segment, mParticle, Tealium, Bloomreach)
• Strong understanding of SEM, SEO, and how paid channels work alongside organic search to drive full-funnel growth
• Demonstrated ability to build and lead marketing teams in a high-growth ecommerce environment
• Experience marketing US-facing consumer brands, with a strong understanding of American consumer behavior
• Excellent analytical skills — can translate data into actionable marketing strategies and communicate results to leadership
• Experience managing relationships with internal creative teams, external agencies, and technology vendors
• Strong presentation and communication skills — can pitch strategies to US-based stakeholders and articulate the rationale behind every decision
• Ability to thrive in a fast-paced, high-volume environment managing multiple simultaneous initiatives across different product lines
What We Look For
• Clear thinking over complexity — you simplify, you don’t complicate
• Ownership over delegation — you see it through, not just hand it off
• Speed with quality — you move fast without cutting corners
• Marketing that delivers business outcomes, not just impressions — campaigns that convert, not just look good
• Data-driven experimentation over gut feel — you test, measure, and iterate
What This Role Is (and Isn’t)
This is a hands-on marketing leadership role with full accountability for both the strategy and its business impact. You will grow the team, deploy the tools, launch the campaigns, and own the outcomes — not just write the plan. If you’re looking for a role where you strategize from the sidelines, this isn’t it. If you want to build an omnichannel marketing function from the ground up and see your work drive real results at scale in the US market, this is the role.
Why Join Way.com
• Work on products used at scale in the US market — your campaigns will reach millions of drivers
• Build the entire omnichannel marketing function from the ground up at a company with high growth potential
• Lead campaigns across multiple verticals (car wash, parking, gas, insurance) in one unified ecosystem
• Full strategic ownership to shape how consumers discover and engage with the Way brand
• Opportunity to build and grow your own marketing team in Kerala
• Be part of a team where marketing directly impacts business growth — not a cost center, a growth driver
