Head of Marketing (F/M/X)

Description

We are looking for a Head of Marketing who can think sharply about positioning and strategy, and then immediately test that thinking in the market.

ablefy's ICP is well‑defined: coaches, info creators, and knowledge entrepreneurs generating or targeting significant GMV through digital product sales.

What we need now is someone who can sharpen our value proposition and messaging for each segment, build the machine that turns positioning into measurable pipeline, and iterate fast based on what the data says.

This is not a role for someone who builds frameworks and hands off execution — nor for someone who only executes without a strategic compass. It is a role for someone who understands that messaging is only proven when it converts, and who has both the intellectual rigor and the hands‑on discipline to find out why it does or doesn’t.

You will own the full marketing function and lead a team of ~5–6 FTEs. You report directly to the CRO and work in close alignment with Sales, RevOps, Product, and Customer Success.

Your mandate has three core dimensions

• Market strategy: ICP, value proposition, competitive positioning, and messaging — built and refined through continuous real‑market testing.
• Pipeline generation: delivering high‑quality MQLs that convert to SQLs, enabling Sales to hit revenue targets across Tier 1 and Tier 2.
• Revenue enablement: partnering with CSM and Sales to drive product adoption, expansion, and retention among existing customers — through campaigns, content, and the connective tissue between Product and go‑to‑market teams.

Diversity & Inclusion

At ablefy, we embrace our differences, as they are our greatest strength. We recognize that everyone has a unique perspective based on their experiences, identities, and thought processes, and we strive to create an inclusive environment for all. Discrimination based on race, religion, color, national origin, gender identity or expression, sexual orientation, age, marital status, disability status, or any other aspect that makes you unique is not tolerated at ablefy. We aim to make growth accessible to everyone!

Responsibilities

Strategy, Positioning & Messaging

• Define and continuously sharpen ablefy's ICP, value proposition, competitive positioning, and messaging — across segments and markets.
• Treat messaging as a hypothesis: define it, test it in real campaigns, measure conversion, iterate — not a one‑time strategy exercise.
• Build a structured test‑and‑learn cadence across channels: the right message, for the right ICP, in the right format, at the right funnel stage.
• Own go‑to‑market strategy for new features, product launches, and market expansions.
• Develop and maintain a clear competitive intelligence function.

Demand Generation & Pipeline

• Build and execute a demand generation strategy that delivers high‑quality MQLs converting to SQLs — accountable for both MQL volume and MQL to SQL conversion rate.
• Own outbound strategy, messaging, and sequence content (email, LinkedIn, Instagram DM): build data‑driven cold outreach programs that warm leads before SDR contact; define lead list logic and targeting criteria in close collaboration with RevOps, who owns tooling and infrastructure (Clay, Apollo, Instantly).
• Manage all paid marketing channels — Meta, Google Ads, LinkedIn — with clear CAC and pipeline contribution targets.
• Own SEO and GEO optimization to drive sustainable inbound traffic and free trial registrations.

Sales & CSM Enablement

• Work in tight alignment with Sales (AE, SDR) to ensure Marketing output directly fuels the revenue pipeline — shared definitions, shared metrics, no silos.
• Build and maintain enablement materials for both Sales and CSM: messaging guides, competitive battlecards, segment‑specific collateral, product adoption content, and campaign briefs that teams can activate immediately.
• Own the MQL handoff process and attribution logic in collaboration with RevOps — ensure full‑funnel visibility and eliminate lead claim ambiguity.
• Act as the connective tissue between Product, CSM, and Sales: translate product updates into customer‑facing narratives, internal briefings, and activation campaigns.
• Partner with CSM to drive product adoption and expansion among existing customers — run targeted nurture campaigns, support upsell motions, and develop top‑of‑funnel materials that help CSMs grow their accounts.
• Surface patterns from existing customer success stories to continuously sharpen ICP targeting, messaging, and positioning.

Events & Community

• Develop and own ablefy's full events strategy across two dimensions: external events (industry conferences, creator economy summits, trade shows — sponsorships, speaking slots, hosted activations) and owned events (ablefy community meetups, seller days, creator summits, customer success events).
• Use events as a dual‑purpose growth lever: new customer acquisition and pipeline generation for Tier 1 and Tier 2, as well as existing customer retention and community building.
• Build a repeatable event playbook — from selection criteria and budget allocation to pre‑event outreach, on‑site activation, and post‑event follow‑up in coordination with Sales and Customer Success.
• Measure events with the same rigor as any other channel: track CAC, pipeline contribution, and retention impact per event.

Content, Brand & Website

• Build and manage a content engine across website, blog, YouTube, Instagram, and other relevant channels — always anchored in ICP relevance and funnel impact.
• Own the ablefy website — conversion optimization, messaging consistency, and ongoing development in collaboration with Product.
• Develop thought leadership positioning in the creator economy and digital entrepreneur space.

People & Team Leadership

• Lead, develop, and grow a team of ~5–6 FTEs across performance marketing, content, SEO, and events.
• Set clear goals, create development paths, and build a high‑output, data‑driven marketing culture.
• Take real ownership — not just of your team's output, but of company‑wide outcomes; own cross‑functional product launches and campaigns end‑to‑end, coordinating across Sales, CSM, Product, and RevOps.
• Lead by example — present and engaged in the office, approachable to your team and peers, and setting the standard for work ethic, accountability, and craft.
• Work closely with RevOps on attribution, tracking, and Salesforce integration to ensure full‑funnel visibility.

Qualifications

• 7+ years of B2B SaaS, or Fintech marketing experience — with at least 3 years in a leadership role owning a team.
• A strong commercial mindset: You have owned a revenue or pipeline number, not just a lead volume target — and you can show what you did to hit it as you have.
• Strong product marketing foundation: you have defined and tested positioning and messaging in a competitive market — you know the difference between messaging that sounds good in a deck and messaging that converts in a channel.
• A genuine test‑and‑learn mindset: you form hypotheses, design experiments, measure results, and change course based on data — not based on opinion or seniority.
• Hands‑on performance marketing experience (Meta, Google Ads, LinkedIn) with significant budget ownership.
• Experience building or managing outbound automation programs (Clay, Apollo, HubSpot, Salesforce, Instantly or similar).
• Strong SEO expertise — technical and content‑driven; familiarity with GEO is a plus.
• Analytical and data‑driven: comfortable in Salesforce, GA4, and BI tools; able to build attribution models and make decisions based on data.
• Fluent in German and English — both are essential for this role.
• Experience in creator economy, digital education, marketplace, or PLG‑driven products is a strong plus.

Benefits

• Paid time off – 30 vacation days.
• A competitive salary.
• A personal training and development budget of €1,500 per year.
• Responsibility and trust from day one.
• Individual coaching and further training to support you in your development.
• A free BVG ticket.
• Employee discounts at numerous companies (e.g. at the gym or in online stores).
• Pension program with company match up to 30% of employee contributions.
• A culture of equity and inclusion where you are appreciated for the person you are.