Country Lead, Germany (Growth & Communications)

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🚀 WHY THIS ROLE MATTERS

ZOE is expanding into continental Europe, and Germany is our flagship market.

We are the world’s leading gut health science company, best known for our science-backed app, the world’s #1 nutrition podcast, and breakthrough publications in The Lancet and Nature.

We already see strong organic brand search and consumer demand across Germany. Now, we need a senior, hands-on operator on the ground to turn that momentum into a live, market-leading presence and revenue growth.

This isn't a maintenance role, nor is it about delegating to agencies from a distance. You will be ZOE’s most senior growth and communications lead in-market, standing up our commercial strategy, brand narrative, in-person partnerships, and Tier-1 media presence from a blank page.

🎯 ABOUT THE ROLE

As our Germany Lead, you will hold total ownership over our market entry (~75% focus) while collaborating on global brand and science moments (~25% focus).

- Senior Hands-On IC: You are a senior individual contributor with 5–10 years’ experience launching or scaling consumer brands in Germany. You build, execute, and own your work-streams end-to-end with no direct reports.

- Commercial & Comms Hybrid: You lead local GTM growth, in-market partnerships, and PR strategy, while acting as the senior lead on the ground who briefs and collaborates with central UK/US performance, creative, lifecycle, and finance teams.

- Location: Remote within Germany.

- Reporting Line: Reports directly to the GM of International Growth, with the Head of Global Communications as your key PR/comms partner.

👥 THE TEAM

You’ll be joining a supportive, senior global team spanning Growth, Performance, Lifecycle, PR, Corporate Communications, Brand, Science, and Product. While you will operate independently on the ground in Germany, you'll be backed by a world-class engine in the UK and US providing a constant pipeline of clinical research, spokesperson availability, and proven playbooks to adapt for your market.

🛠️ WHAT YOU WILL DO

1. Own the Germany Market Entry (~75% Focus)

- Commercial Growth & In-Market Partnerships:

- Act as the commercial strategist on the ground. Partner with Finance and brief central Lifecycle, Performance, and Product teams to test local growth levers (pricing, email programmes, local acquisition campaigns).

- Build and execute local partnership and offline activation strategies—meeting partners, ambassadors, and key industry stakeholders face-to-face to drive brand awareness and revenue.

- Own Commercial Performance & Market Targets. ****Take direct accountability for hitting local commercial targets and driving the overall market's success, measuring impact through brand search volume, web traffic, user sign-ups, and revenue growth rather than vanity metrics.

- PR & Brand Localisation:

- Adapt ZOE’s science-led story for the German consumer mindset—creating a bespoke market-entry narrative rather than translating UK copy.

- Stand up and run the German press office: build media lists, pitch consumer and science stories, secure Tier-1 coverage, and coordinate product sampling and media events.

- Select, brief, and manage local PR freelancers, creative agencies, and local brand partners as needed.

2. Global Integration & Cross-Market Support (~25% Focus)

- Leverage Global Science Moments: Adapt major company-wide science publications, global product launches, and brand campaigns for the German market.

- Cross-Market Playbooks: Share local DACH market insights, commercial test results, and PR playbooks back and forth between Germany and the established UK/US teams.

- Executive & Spokesperson Support: Draft high-impact briefing documents, opinion pieces, press releases, and Q&As in both German and English, supporting ZOE spokespeople for international engagements.

📋 WHO YOU ARE

- Commercial Brand Experience: 5–10 years’ experience launching or scaling a consumer brand in Germany (ideally in health, wellness, nutrition, science, or consumer tech). You lead with business outcomes (revenue, brand search, traffic, sign-ups).

- True Hands-On Operator: High autonomy, happy operating without a local team, and excited to build commercial partnerships and media presence from scratch.

- Tier-1 Media & Partnership Network: Existing relationships with German journalists and partners, with a proven track record of landing major press coverage and building strategic relationships.

- Language Precision: Native or certified C2 German (capable of localising complex scientific and health concepts with total precision) AND fluent C1/C2 English (our primary internal working language).

- Location: Based in Germany (remote-first).

The Nice-to-Haves

- Basic familiarity with German health marketing regulations (HWG / EU Health Claims) and consumer data privacy expectations (DSGVO).

- Additional European languages (French, Spanish, Italian, or Nordic languages).

- Previous experience navigating a matrix remote organisation across time zones (UK/US).

🎯 WHAT SUCCESS LOOKS LIKE

- By Month 3: A signed-off German market-entry plan, scoped commercial growth tests with Finance/Performance teams, an active network of Tier-1 German press contacts, and initial local partnership leads.

- By Month 6: Live PR, growth, and partnership campaigns in Germany, early Tier-1 media placements, measurable brand search growth, and a draft playbook for further European expansion.

- By Month 12: A self-sustaining, repeatable German growth and PR playbook driving revenue and brand authority, reviewed at C-suite level.

💼 WHAT WE OFFER

- Competitive base salary & equity package.

- Remote-First flexibility (work from home anywhere in Germany).

- Comprehensive benefits package tailored for Germany {linked here https://joinzoe.notion.site/ZOE-Benefits-Perks-Germany-EOR-3c2f5c8e54968070a57ad54531c4bf77}

- Allocated social,…