Digital Marketing Manager (f,m,d) 100%

Your mission

XU Exponential University of Applied Sciences is a state‑recognised private university in Potsdam, at the heart of the Berlin tech and startup ecosystem. We offer English‑language Bachelor's and Master's programs in Data Science & AI, Coding & Software Engineering, Digital Marketing & Social Media, Digital Business & Sustainability, and Industry 4.0 Management.

Teaching at XU is project‑based, industry‑embedded, and delivered in small cohorts. Students work with partners including SAP, Siemens, E.ON, and Zalando from their first semester. We are growing — and content is central to how prospective students discover us, understand us, and decide to join us.

Content at XU is not a support function. It is a primary acquisition channel. The way a 17‑year‑old in Berlin or a 22‑year‑old in Bangalore first encounters XU is almost certainly through a piece of content — a TikTok, a YouTube video, a LinkedIn post, an Instagram Reel. If that content is generic or over‑produced, they scroll past. If it is authentic and specific, they stop.

This role is responsible for making sure XU content is the kind that stops people scrolling. You will manage the full content and social media operation — editorial calendar, student ambassador programme, organic and paid social, video content, and the SEO content pipeline — across both bachelor and master programs, for both domestic and international audiences.

You will report to the Digital Marketing Manager and work closely with the International Admissions Manager. You are the editorial and creative lead. You decide what stories get told, how they get told, and where they get distributed.

What you own

Content strategy

Own the content calendar across TikTok, Instagram, YouTube, LinkedIn, and the XU blog. Plan at least 4 weeks ahead. Maintain a minimum cadence of 4 posts per week across TikTok and Instagram Reels combined.

Student ambassador programme

Recruit, brief, and manage 8–10 student ambassadors – at least one per program, a mix of domestic and international students. Provide content briefs, not scripts. Review and approve content. Track performance. This is XU's most powerful organic awareness channel.

Video & short‑form content

Produce or direct short‑form video for TikTok and Instagram Reels, and longer‑form YouTube content (program deep‑dives, alumni interviews, ‘day in my life’ formats). Strong creative direction skills and basic editing capability required.

Paid social amplification

Work with the Digital Marketing Manager to identify high‑performing organic content for paid boosting. You own the creative; he owns the targeting and spend.

SEO & blog content

Brief and manage a freelance SEO writer to produce 2–3 optimised articles per month. Review for brand voice and search intent. Maintain German‑language versions of key bachelor program pages.

LinkedIn & thought leadership

Manage XU's LinkedIn presence. Support faculty and alumni in producing personal content that builds XU's visibility in the AI, data science, and digital business communities.

Brand consistency

Ensure all content — from student TikToks to faculty LinkedIn posts to paid ad creative — is consistent with XU's brand voice: direct, technical, ambitious, and human.

Your profile

What we're looking for

Essential

• 2–4+ years in a content, social media, or digital marketing role with direct ownership of social channels and measurable results
• Hands‑on experience producing or directing short‑form video for TikTok, Instagram Reels, or YouTube
• Experience managing a student ambassador, creator, or community programme
• Strong English copywriting across formats: captions, headlines, video scripts, blog briefs
• Comfortable with social media analytics — you check what performed, ask why, and use it to inform what you make next

Desirable

• German copywriting skills — a meaningful advantage for domestic bachelor program content
• Experience in higher education, EdTech, or a brand that markets to 17–25 year olds
• Basic familiarity with HubSpot

Tools you'll work with

• TikTok
• Instagram
• YouTube
• LinkedIn
• CapCut / Adobe Premiere
• Canva
• Later or Hootsuite
• Meta Ads Manager (for creative briefing)
• Google Analytics
• Semrush (content briefs)
• HubSpot (campaign tools)

Why us?

What we offer

• Real creative freedom — you decide what stories XU tells and how, without a rigid approval chain for every post
• On‑site in Potsdam — 5 minutes to S‑Bahn, 30 minutes to central Berlin. Hybrid flexibility where appropriate.
• 30 days annual leave
• Deutschlandticket
• Access to XU's professional development events and alumni network
• A campus that generates compelling content naturally — your job is to capture it, not manufacture it.