Director of Growth Marketing

Role

As Director Growth Marketing you own B2C patient acquisition for Kaia in Germany end to end – from first impression to activated patient. You set the channel mix (performance, TV/CTV, CRM, SEO, partnerships), own the budget and are accountable for patient volume and CAC.

You'll build the team and agency setup from scratch, use Sword's global growth playbook and report to the Managing Director Germany.

What you’ll be doing

• Own B2C growth targets for Germany: sign-ups, activated patients, CAC and payback
• Own and allocate the German B2C marketing budget across channels based on incrementality, not last click
• Build and scale paid performance (Meta, Google, YouTube, TikTok, programmatic) incl. high-velocity creative testing
• Lead brand and TV/CTV strategy, incl. testimonial and brand ambassador campaigns – test before scaling nationally
• Build full-funnel measurement together with Operations: attribution, MMM, incrementality tests, tracking from sign-up to activation
• Own website/landing page conversion (CRO) and CRM lifecycle journeys (email, SMS)
• Hire and lead an in-house team and manage agencies; align with Sword global marketing

What you need to have

• 3-5+ years in B2C growth/performance marketing
• Owned 6 to 7-figure+ annual budgets with accountability for CAC and payback
• Strong analytical skills: attribution, incrementality testing, experimentation design
• Experience combining brand/TV/CTV with performance marketing; strong creative judgement
• Fluent German and English
• Experience in a regulated category (DiGA, health, OTC pharma, insurance, fintech) is a plus
• Nice to have: Digital Health experience, 0→1 market launches, marketing to a 45+ target group

*The range below reflects base, variable, and equity for this role.

This is a starting point, not a ceiling — once someone joins and proves they're outlier talent, we adjust quickly to make sure their compensation matches their impact.

Job titles may span more than one career level, so actual pay depends on skills, qualifications, experience, location, and market demand, among other factors. The range reflects base salary plus any variable, bonus, or sales incentives, and our estimate of the value of private company stock options where applicable. It's subject to change, and future stock value isn't guaranteed. Sword also offers additional benefits beyond total compensation.

Total Compensation Range

€122.500

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€192.500 EUR