Head of Marketing (m/f/d)

Nesto Software GmbH; Karlsruhe; On-site; EUR 90,000 - 130,000; Full time

Benefits offered by this job

Trust-based vacation

Flexible working hours

Remote work option

Job summary

Nesto Software GmbH in Karlsruhe is seeking a Head of Marketing to build and lead the marketing function from the ground up. You will own product positioning, pricing, content, and demand generation, connecting Sales, Product, and customers to drive growth across Europe.

The role requires 5–8+ years in B2B SaaS marketing, leadership experience, and fluency in German and English. A hybrid work setup with remote options is offered along with a dynamic, fast-paced environment.

Qualifications

• Track record building and scaling B2B SaaS marketing functions, ideally in hospitality, restaurant tech or another vertical SaaS category.
• 5-8+ years of experience in marketing, including time in marketing leadership roles.
• Experience leading marketing teams while also building marketing functions yourself.
• Strong product marketing background, with the ability to translate a complex AI-driven product into clear positioning.
• Experience building brand and content; comfortable creating enablement materials.
• Experience operating in the DACH market strongly preferred.
• Fluent in German and business-level English.
• Experience using AI tools in marketing.

Responsibilities

• Demand gen & marketing strategy: build out flywheel, set KPIs, run ABM, SEO, LinkedIn Ads.
• Lead product marketing: own positioning, messaging, and alignment between Sales and Product/Engineering.
• Build content engine: blog, newsletter, whitepapers and PR/corporate communications.
• Shape our brand: refine ICP and messaging framework.
• Own pricing & packaging: translate good/better/best into market-facing packaging.
• Enable sales: develop content/tools Account Executives need as the team scales.
• Drive customer marketing: develop case studies and retention/expansion messaging.
• Own events & visibility: lead events strategy, trade shows and local marketing.
• Support international expansion: contribute market entry analyses for Europe.

Skills

B2B SaaS marketing

Marketing leadership

Product marketing

Pricing & packaging

Content marketing

Brand & messaging

AI tools in marketing

Demand gen & ABM

Tools

LinkedIn Ads

SEO tools

CRM (Salesforce)

CMS / Content platforms

Job description

Why Nesto - why now?

Nesto builds the AI-powered operating system for restaurants – helping hospitality groups plan, staff and run their business smarter, from demand forecasting to scheduling and preparatory payroll. The product already runs in 3,000+ restaurants across Europe, with brands like McDonald’s, L’Osteria, and Lagardère on board. Our vision is to make the hospitality and service industry more efficient, transparent and sustainable through data-driven, AI-powered processes. We want to free businesses from time-consuming administrative work, so they can fully focus on their core strength – being great hosts and delivering great service. With €11M in new growth funding, Nesto is entering its next phase of growth. As part of this phase, we are looking for a Head of Marketing to help build our marketing function from the ground up - from product positioning and content to pricing, sales enablement and brand. This is an opportunity to grow with the company and help build the future of workforce management for the hospitality industry across Europe.

Your responsibilities at Nesto

• Demand gen & marketing strategy:you build out Nesto's marketing flywheel, set KPIs, and run our ABM, SEO, and LinkedIn Ads programs
• Lead product marketing:you own product positioning and messaging, and act as the connective tissue between Sales and Product/Engineering
• Build our content engine:you stand up blog, newsletter, whitepapers and PR/corporate communications
• Shape our brand:Help refineour ICP and build a clear, consistent messaging framework
• Own pricing & packaging:you translate our good/better/best structure into market-facing packaging that clearly communicates our unique value and differentiates us from competition
• Enable our sales team:you build the content and tools Account Executives need as the sales team scales rapidly
• Drive customer marketing:you develop case studies, references and retention/expansion messaging
• Own events & visibility:you lead our events strategy and define how we invest in trade shows, associations, local marketing etc.
• Support international expansion:you contribute market entry and follow-on analyses as we expand across Europe

Your background that sets you apart

Your personality

• You're a great fit if you not only master marketing but can inspire people and want to actively shape our company.
• You take ownership and stand by decisions, even when they're uncomfortable.
• You enjoy building from scratch and connecting the dots between product, sales and customers.
• You bring passion, energy, and positive persistence.

Your experience

• Track record building and scaling B2B SaaS marketing functions, ideally in hospitality, restaurant tech or another vertical SaaS category.
• 5-8+ years of experience in marketing, including time in marketing leadership roles
• Experience leading marketing teams while also building marketing functions yourself
• Strong product marketing background, with the ability to translate a complex AI-driven product into clear, compelling positioning.
• Experience building brand and content
• Comfortable building positioning, content and enablement materials personally
• Experience operating in the DACH market strongly preferred.
• Fluent in German and business‑level English
• Experience using AI tools in marketing

How success in the first 12 months look like

We are successful if in the first year we have...

• Built a functioning demand gen engine that drives high quality MQLs.
• Established clear product positioning, with marketing tightly connected to Sales and Product.
• Stood up a functioning content engine (blog, newsletter, whitepapers, PR) producing consistently.
• Defined our ICP with a messaging framework adopted across the company.
• Delivered clear pricing and packaging that positions us for simpler sales cycles.
• Equipped our sales team with enablement materials supporting rapid sales team growth and efficient ramping.
• Established a repeatable customer marketing motion that drives engagement and upsell.
• Built a trade show and events process that supports our brand and field sales team.
• Laid a clear international expansion playbook

What this role is NOT

• Not a campaign executor waiting for a brief.You won't just run ads and measure CTRs. You'll own product positioning, pricing, sales enablement, and brand - the full spectrum of what makes marketing a growth engine in a scaling SaaS company.
• Not a role with a ready‑made playbook.You're not stepping into an established marketing team with existing processes. You'll build the entire function from scratch - strategy, content engine, demand gen, events - with direct access to the CEO and real ownership over the outcome.
• Not a silo between Sales and Product.If you see marketing as a department that works in isolation, this isn't for you. You'll be the connective tissue between Product, Sales, and customers - translating a complex AI product into clear positioning that actually moves deals forward.

You’re in the right place if...

• Our benefits appeal to you:look forward to trust-based vacation, flexible working hours in a modern office building, and the option to work remotely
• You want to experience a company culture built on trust:we pull together as one and give each other the benefit of the doubt. We don't look for mistakes – we look for solutions and celebrate each other's successes
• You're ready to take responsibility:as a motivated team member at Nesto, you can shape our marketing function from the ground up and achieve great things for our colleagues together as a team

Do you have any questions about the job posting? Feel free to contact us

Bianca Scharpf [e-mail]