Country Marketing & Communication Lead - Germany

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 are the world’s leading gut health science company, best known for our science-backed app, the world’s #1 nutrition podcast, and breakthrough clinical research published in top journals like The Lancet and Nature. We already see strong organic brand search demand across Germany and we need a senior, hands-on operator on the ground to turn that momentum into a live, market-leading presence and sustainable revenue growth.

This is a 0-to-1 build role, not a maintenance position, nor one about delegating to agencies from a distance. You will be ZOE’s senior marketing and communications lead in-market, standing up our commercial growth strategy, brand narrative, in-person partnerships, and Tier-1 media presence with clarity, structure, and local cultural precision.

ABOUT THE ROLE

As our Country Marketing & Communication Lead – Germany, you will hold total ownership over our German market entry (roughly 75% focus) while collaborating on global brand and science moments (roughly 25% focus).

• Senior Hands-On IC: This is a senior, independent individual contributor role with approximately 5 to 10 years of relevant experience. Seniority here reflects craft maturity, autonomy, and strategic judgment, rather than people management. You will be a hands-on operator who builds, executes, and owns workstreams end-to-end with no direct reports.
• Commercial & Comms Hybrid: You lead local GTM growth, in-market partnerships, and PR strategy, acting as the primary lead on the ground who briefs and collaborates with central UK and US performance, creative, lifecycle, and finance teams.
• Reporting & Matrix Structure: Reports directly to the GM of International Growth, with the Head of Global Communications as your key PR partner. You will operate independently in Germany while plugging directly into a supportive UK and US matrix engine across Science, Performance, Creative, and Lifecycle.

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, including pricing, email programmes, and local acquisition campaigns.
• Build and execute local partnership and offline activation strategies by meeting partners, ambassadors, and key industry stakeholders face-to-face to drive brand awareness and revenue.
• Take direct accountability for local commercial targets, measuring impact through structured data metrics (brand search volume, web traffic, user sign-ups, and conversion) rather than vanity metrics.

PR & Brand Localisation (Culture-Specific Narrative):

• Adapt ZOE’s science-led story for the German consumer mindset by focusing on scientific proof, clinical rigor, and functional benefits rather than hype or translated UK copy.
• Stand up and run the German press office end-to-end: build media lists, write press pitches, cold-outreach journalists, secure Tier-1 coverage, and coordinate product sampling and media events.
• Personally execute local PR and communications workstreams. Select, brief, and oversee external support (such as freelance designers or local event production agencies) only when needed for execution scale.

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 to 10 years of experience launching or scaling a consumer brand in Germany, ideally in health, wellness, nutrition, science, or consumer tech. You lead with structured business outcomes such as revenue, brand search, traffic, and sign-ups.
• True Hands-On Operator: High autonomy, structured self-management, happy operating without a local …