Content Marketer (f/m/x) - AI-First

What we do & why we do it

Founded in 2021 in Osnabrück, Germany, doinstruct is on a mission to empower the backbone of our society - the frontline workforce - by making workplaces safer, more compliant, and more efficient. We don’t just improve training; we redefine how industries onboard and upskill their teams.

The problem? Outdated, inefficient training methods that fail to meet the needs of the deskless workforce - the 80% of global workers overlooked by traditional learning solutions. We saw the gap and built a seamless, mobile-first platform that makes onboarding, training, and compliance effortless, multilingual, and accessible - anytime, anywhere.

At doinstruct, we don’t accept the status quo. We innovate, we challenge, we build. Our vision is bold: Operational excellence for frontline teams starts here. We cut through the noise of clunky, ineffective training with an engaging, user-friendly experience available in 35+ languages - no downloads, no passwords - just instant access to the skills that drive industries forward.

Join us if you’re ready to build something extraordinary. We’re growing fast and looking for ambitious minds who thrive in a fast-paced, high-impact environment. If you’re passionate about solving big problems, shaping the future of workplace learning, and working alongside a driven team that moves fast and thinks big, doinstruct is where you belong.

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The role

This is a hands-on role, requiring native-level German and working English proficiency.

doinstruct builds software that helps organizations train and enable their frontline teams, the people in factories, logistics, and service environments who are hardest to reach with conventional L&D. Our customers are manufacturers, industrial operators, and traditional enterprises.

As a key part of our marketing team, you’ll get to flex your strategic, research, and creative skills writing and creating content with two specific goals: Educate our audience (Thought leadership) and convert them (Acquisition). You own both end-to-end.

You will create high-value content in the form of blog articles, case studies, landing page copy, and white papers, collaborating closely with internal subject matter experts. For shoots and videos, you’ll use your storytelling superpowers to develop concepts and manage external production partners.

AI is an expected part of your workflow. You leverage the speed and efficiency technology affords with the taste only humans possess to create credible content worth reading.

If you have a journalistic curiosity, understand B2B audiences, and know how to build a content engine from the ground up - let’s talk!

What you'll own

• Translate frontline realities, industry insights, trends, analysis, and product communication into content that resonates with buyers who don't live in generic SaaS marketing.
• Plan and produce content across formats (website, blog, video, social) that performs in both traditional search and AI answer engines like ChatGPT, Perplexity, and Google AI Overviews, and adjust based on what you’ve measured.
• Use AI tools as your default production layer: drafting, repurposing, ideation, research, so you can ship more, faster, without sacrificing quality.
• Produce German-first content (that’s also translated in English), and work closely with the wider GTM team on broader copy requirements like campaigns and sales decks.
• Brand tone of voice, ensuring consistency and differentiation

Who you are

• You've produced content professionally and have a portfolio or examples.
• You have a journalistic mindset - able to interview subject matter experts to extract insights, hooks, and stories.
• You're fluent in German, comfortable writing and speaking it professionally. You’re also comfortable collaborating, presenting, and working at a professional proficiency in English.
• You’ve already restructured how you work around AI - whether that's tracking AI visibility with something like Profound or Peec AI, producing multilingual content with tools like ElevenLabs or HeyGen, or researching with Perplexity instead of defaulting to Google. (If your content workflow looks basically the same as it did two years ago, this probably isn’t for you.)
• Bonus, not a requirement: you've worked with or around frontline, industrial, or blue-collar audiences and understand operator priorities.

What's different here

You're not maintaining an existing content machine; you're bringing a new brand strategy to life; experimenting; and building a content function. That means real ambiguity, but also a chance to have outsized impact on a rapidly scaling business.

Why doinstruct

• 400+ customers, Series A funded, below 2% churn. The product is a genuine must-have, which gives you real stories to tell.
• We're moving AI-first as a company and will actively help you get deeper into AI tooling, because that's the direction we're going.
• You're joining …