You are interested in the position as Brand & Content Lead (f/m/x) at doinstruct Software GmbH?
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Please note that the position is only available to applicants from Germany, Austria, Switzerland, and other EU countries.
The language requirements for this position are: English - Fluent.
The estimated salary range from XING does not necessarily correspond to the salary range of this job offer.

We’re looking for a Brand & Content Marketing Manager who’s passionate about shaping a strong, differentiated identity in the market, by establishing a unique positioning that resonates with our target audience and crafting exceptional content that educates and establishes legitimacy. In this role, you’ll create high-quality, engaging assets while driving our brand narrative and positioning across all touchpoints. You’ll work closely with cross-functional teams and external partners to develop compelling stories and scalable creative workflows that bring our brand to life - efficiently and consistently.

You’ll need a deep understanding of B2B SaaS marketing (especially for Mid-Market and Enterprise audiences), an instinct for creating content that will resonate with your target audience, and the ability to move quickly from idea to execution. This is a unique opportunity to join a fast-moving team and lay the foundation for a high-impact, category-defining brand to build upon.

Activities

Content Creation & Workflows

• Ideate and produce high-impact content that resonates with our target audience, from landing pages and ad copy to video scripts, visuals, and longer-form articles.
• Manage day-to-day production of marketing assets, writing briefs, giving feedback, and ensuring fast, high-quality output.
• Set up a trusted network of freelancers and/or agencies.

Brand Strategy & Positioning

• Define and evolve the brand strategy, positioning, and messaging to align with company goals and market opportunities.
• Develop and refine our brand voice, visual language, and storytelling approach to resonate with target buyers.
• Conduct ongoing market, customer, and competitive research to inform strategic brand decisions and ensure differentiation.

Top-of-funnel brand awareness

• Translate our company positioning into compelling narratives and creative-led initiatives that capture attention and generate inbound interest at the top of the funnel.
• Collaborate with Marketing and other GTM teams to ensure a consistent and scalable approach to brand storytelling across awareness channels.
• Monitor performance and continuously optimize tactics to maximize brand exposure, engagement, and traffic.

Requirements

• 8+ years of experience in brand and content marketing, ideally in B2B SaaS targeting Mid-Market and Enterprise.
• Experience shaping and executing brand positioning and messaging that cuts through the noise.
• A doer’s mindset—you enjoy creating content yourself and aren’t afraid to get hands-on with copywriting, editing, and concepting.
• Strong creative sensibility with the ability to turn complex ideas into memorable stories and visuals.
• Track record of working cross-functionally with Product, Sales, and external partners to drive brand impact.
• Familiarity with creative processes and tools (Figma, CMS platforms, video, design systems) and how to build lightweight but effective workflows.
• A thoughtful and curious approach, with the ability to balance speed, clarity, and quality.
• Experience building and scaling brand/creative teams is a plus.
• Affinity with the frontline worker audience is a plus.

Team

We are just building out our Marketing function and you would be amongst the first people our Head of Marketing will hire. As such, the team dynamics are still to be ironed out and you can play a big part in that.

Application Process

1. Interview with TA (Leonard)
2. Interview with Head of Marketing (My)
3. Case Study
4. Meet the Founders

About the Company

Hello!

We are a start-up located in Osnabrück and Berlin and we are developing a low-threshold training and onboarding platform for frontline workers.

In addition to our four founders, doinstruct is made up of a team of talented designers, media designers, educationalists, software developers, project managers and, of course, a strong back office for coordination.

We all work every day to relieve and support companies in their daily work and make them fit for the future - and maybe soon together with you?

We say goodbye to boring instructions!

With our intuitive web app, we offer our customers a video-based, low-threshold training solution for their employees. For simple, complete instruction at eye level and secure certification. Thanks to the new communication method and the modern interface, we can reach every employee.

Multilingual, location independent, 365 days a year.

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Hallo! 
Wir sind ein Start-up aus Osnabrück und wir entwickeln eine niederschwellige Schulungs- und Onboarding-Plattform für Frontlineworker. 

Hinter doinstruct stehen neben unseren drei Gründern ein Team aus vielen talentierten Designern, Mediengestaltern, Didaktikern, Softwareentwicklern, Projektmanagern und natürlich einem starken Backoffice für die Koordination.

Wir alle arbeiten jeden Tag dafür, Unternehmen bei der täglichen Arbeit zu entlasten, unterstützen und zukunftsfähig zu machen und vielleicht bald gemeinsam mit dir?

 

Wir sagen "Tschüss" zu langweiligen Unterweisungen!

Mit unserer intuitiven Web-App bieten wir unseren Kunden eine videobasierte, niederschwellige Schulungslösung für ihre Mitarbeitenden. Zur einfachen, vollständigen Unterweisung auf Augenhöhe und eine sichere Zertifizierung. Durch die neue Kommunikationsmethodik und das moderne Interface erreichen wir jeden Mitarbeiter.
Mehrsprachig, ortsunabhängig, 365 Tage im Jahr.