Marketing

Who you are

You’re a storyteller, strategist, and builder in one. You understand how to create brand narratives that resonate with ambitious individuals to inspire people to build with us. You think in systems, act with urgency, and love turning ideas into results.

You’re equally comfortable experimenting with out-of-the-box ideas and creating content and strategies that make the right people want to reach out and say, “I want in.” You bring clarity, momentum, and purpose to our mission.

Traits we look for:

At WAY, our values shape how we hire and who we hire. Here’s how they come alive in this role:

• Customers are our obsession
  You speak directly to our audiences — founders, talent, investors — in ways that resonate. You do the research. You earn attention by offering clarity and value.

• Everything is possible
  You don't wait for perfect conditions. You prototype fast, launch early, and optimise as you go. You love to experiment and find creative ways to stand out.

• Strength in diversity
  You know marketing must reflect and resonate with a wide range of people. You seek voices beyond your own and shape messages that include, not exclude.

• Grit
  Some campaigns flop. Some strategies shift. You stay agile, test consistently, and never lose momentum when something doesn’t land.

• Energy and execution
  You manage content calendars, campaigns, and brand assets with clarity and drive. You keep things moving and bring momentum to every initiative.

• Curiosity enables potential
  You’re fascinated by what makes people click, share, and trust. You explore channels, formats, and messages with a test-and-learn mentality.

• Pragmatic about purpose
  You tell stories that attract people who want to do their life’s work, not just take a job or buy a product. You focus on building trust, community, and alignment around a clear mission. You measure success not just by reach, but by the strength of connection and long-term resonance.

About the role

WAY is a company builder — we start and scale companies from scratch. As Marketing Lead, you’ll own the storytelling and strategy that makes WAY and our companies magnetic to our future hires.

This role blends strategy and execution, crafting campaigns that connect with the right people and building the systems to scale that messaging across platforms and talent funnels. You’ll work closely with the leadership team to ensure our brand consistently reflects the ambition, integrity, and possibility of the work we do.

What you will do

• Develop and execute marketing strategies that position WAY and our companies as the destination for ambitious builders and talent

• Create and manage high-impact content across digital channels

• Partner with recruiting to craft messaging and campaigns that attract high-potential candidates

• Build and manage WAY’s owned channels (LinkedIn, website, email, etc.)

• Track performance, test new approaches, and optimise campaigns based on engagement and outcomes

• Support events, talent outreach, and storytelling efforts that connect WAY with our extended talent and investor community

• Take calculated risks and run bold experiments — finding creative, unexpected ways to make an impact and ensure our message stands out

How we work with AI

At WAY, we believe AI is not just a tool — it's a competitive edge. Everyone on the team, regardless of role, is expected to:

• Identify and automate parts of your job that can be made more efficient using AI.

• Experiment with AI tools to increase productivity, improve quality, and unlock new ideas.

• Share what you learn with your teammates so we all get better, faster.

Who we are looking for

• 3–5 years of experience in brand, marketing, or content roles (startup, VC, or creative agency experience preferred)

• Strong writing and storytelling ability in both English and Japanese

• Strategic thinker with hands-on execution skills — able to own and drive end-to-end campaigns

• Experience crafting messaging that attracts top talent or drives community engagement is a strong plus

• Passion for startups, entrepreneurship, and shaping what comes next