The Challenge
Waymo is building public trust in autonomous driving at scale—a category that's never existed before. You'll design and execute large-scale experiential activations that transform how people understand and feel about self-driving technology, reporting directly to the Experiential Marketing Lead.
Your Mission
Map and audit all current experiential programs; identify gaps in audience touchpoints and brand narrative consistency
Lead planning and RFP process for 2-3 flagship Q2-Q3 activations; establish vendor partnerships and negotiate budgets
Build cross-functional collaboration playbook with Product, Operations, and creative teams; define decision-making cadence
Establish KPI framework and measurement strategy for all experiential initiatives; create baseline reporting dashboard
Execute 3+ major brand activation campaigns; track attendance, sentiment lift, and brand perception metrics vs. benchmarks
Deliver $X budget optimization analysis showing 15-25% cost efficiency gains through vendor negotiations and resource reallocation
Develop scalable playbook for rapid deployment of pop-up experiences across 5+ U.S. markets based on learnings
Present ROI analysis and actionable insights to CMO; secure budget commitment for 2027 experiential roadmap
KPIs You'll Own
Event Attendance & Engagement Rate
Track unique visitors, dwell time, and interaction depth across all activations; compare against venue/category benchmarks.
Brand Sentiment & Perception Lift
Measure pre/post event sentiment via surveys; track consideration and trust metrics for autonomous driving category.
Cost Per Engaged Participant
Calculate total program spend vs. quality interactions; target 20-30% month-over-month improvement through vendor optimization.
Media Earned Value & Social Amplification
Track earned media impressions, hashtag reach, and user-generated content volume from each activation.
Conversion to Waymo App Download/Signup
Attribute app installs and trial signups directly to experiential touchpoints using unique codes or tracking links.
Tools & Stack
Your Team
Your Manager
Experiential Marketing Lead
Current Team
Experiential Marketing team (size TBD); cross-functional partnerships with Product, Operations, and Creative agencies
New full-time hire
The Package
Salary
$140K-$180K base
Remote
On-site (San Francisco, CA) with hybrid flexibility noted in role description
Benefits & Perks
Company Intelligence
Waymo is Alphabet's autonomous driving subsidiary, having delivered 10M+ rider-only trips and 100M+ autonomous miles on public roads. The company is building the Waymo Driver—a fully self-driving technology stack—and operating a commercial ride-hail service across 15+ U.S. states. You're joining a category-defining company at a critical moment of public acceptance and commercialization.
Founded
2009
Customers
Consumers via Waymo One (ride-hail service); partners in transportation/logistics
Culture
Mission-driven; fast-paced, high-growth tech environment; cross-functional collaboration required
Is This Role For You?
- You've built large-scale brand activations (10K+ attendees) that moved perception metrics or drove business outcomes
- You thrive managing complex vendor ecosystems, budgets, and timelines—and actually enjoy the logistics
- You want to shape an entire category's public perception; this is literally the first time autonomous driving is being positioned to mainstream consumers
- You're equally comfortable translating C-suite strategy into immersive experiences and deep-diving into event ROI spreadsheets
- You see experiential as 'nice-to-have' rather than core business strategy; Waymo is betting real money on this channel
- You need remote flexibility; this role is on-site in San Francisco
- You're not comfortable influencing without direct authority across Product, Operations, and external partners
Interview Process
Phone Screen
Recruiter confirms background, motivation, and logistical fit (on-site requirement)
Case Study/Portfolio Review
Walk through 2-3 past activations; focus on strategy, execution, measurement, and cross-functional collaboration
Interview with Experiential Marketing Lead
Deep dive on team dynamics, working style, reporting structure, and first 90 days priorities
Cross-Functional Panel
Meet Product, Operations, and/or Creative leadership; assess ability to influence and collaborate
Executive Conversation (CMO or Head of Marketing)
Strategic alignment on brand narrative, measurement philosophy, and long-term vision for experiential
Interested in this role?
Apply now and hear back within days, not weeks.
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About Growth Marketing Roles
Growth marketers drive user acquisition, activation, and retention through data-driven experimentation. They sit at the intersection of product, data, and marketing — running A/B tests, building funnels, and scaling what works.