Director of Growth Marketing

Sword; Deutschland; On-site; EUR 123,000 - 193,000; Full time

Job summary

Sword is seeking a Director of Growth Marketing to own B2C patient acquisition for Kaia in Germany, driving sign-ups, activation, CAC and payback. You will assemble a team, shape the channel mix, and align with Sword's global growth playbook.

You will lead paid performance and brand/TV strategies, manage budgets, and collaborate with agencies to scale in a regulated healthcare context, reporting to the Managing Director Germany.

Qualifications

• 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 regulated category is a plus.

Responsibilities

• 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.

Skills

B2C growth

Performance marketing

Budget management

Analytical skills

German language

English language

Job description

At Sword, we're building AI to heal billions and unlock humanity's full potential. In doing so, we're pioneering AI Care, a fundamentally new approach to healthcare built for medical reasoning, safety, and real-time treatment, not generic technology applied after the fact. As both a clinical-centric frontier AI lab and an applied AI platform, Sword is reimagining how care is delivered at scale, removing traditional barriers like appointments, waiting rooms, and stigma so more people can access the care they need—and ultimately get back to lives lived in full.

Since 2020, Sword has expanded across physical therapy, women's health, cardiometabolic, and mental health, and is now moving beyond the session to a fully AI-native, 24/7 care program that brings physical activity, therapeutic exercise, psychotherapy, nutrition, and behavior change into one connected experience. More than 700,000 members across three continents have completed over 10 million AI sessions, helping 1,000+ enterprise clients avoid more than $1 billion in unnecessary healthcare costs. Backed by 42 clinical studies, 44+ patents, and more than $500 million raised from leading investors including Khosla Ventures, General Catalyst, and Founders Fund, Sword is defining a new standard for healthcare.

AI Proficiency at Sword

AI fluency is a core expectation at Sword. Every candidate is assessed against our three-level framework — be ready to share real examples of how AI is already part of how you work.

• Explorer (Level 1) — Uses AI daily to boost personal productivity
• Builder (Level 2) — Creates workflows and tools that elevate the whole team
• Integrator (Level 3) — Embeds AI into products and processes at scale

Every hire must demonstrate at least Level 1. The expected level will vary depending on the seniority of the role.

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—€192.500 EUR

Country-specific benefits may vary and will be detailed separately.

Sword Health complies with applicable Federal and State civil rights laws and does not discriminate on the basis of Age, Ancestry, Color, Citizenship, Gender, Gender expression, Gender identity, Gender information, Marital status, Medical condition, National origin, Physical or mental disability, Pregnancy, Race, Religion, Caste, Sexual orientation, and Veteran status.