Head of B2C

Antler Co; Netherlands; Hybrid; EUR 150,000 - 220,000; Full time

Benefits offered by this job

Entrepreneurial ownership

Uncapped bonus

Stock options ESOP

Holiday allowance 8%

Remote work possible

Personal development budget

Laptop provided

Team lunches

Job summary

SOUS is seeking a Head of B2C to own our consumer brands end to end from our Amsterdam HQ. You will be the P&L owner, set strategy, build and lead the team, align with the tech group, and drive marketing to attract diners and bookings.

This founder-level role sits in a scaling startup with funded infrastructure. You will test, decide what to build, and grow the business while recruiting and guiding a growing team across marketing, content, operations and partnerships, with regular time in

Qualifications

• Founded, co-founded or led a startup, ideally in consumer tech or marketplaces.
• Real P&L ownership with track record of growing a consumer product.
• Builder's mindset: comfortable with ambiguity, hands-on, and willing to do the work.
• Strong product sense and ability to work with engineers and designers.
• Data-driven in marketing and growth with a strong feel for brand.
• Ability to recruit, inspire and lead a team around a vision.
• Fluent in English; Dutch is a plus.

Responsibilities

• Own the B2C business end to end, including full P&L of our B2C brands.
• Build the team from the ground up, starting hands-on yourself.
• Own product direction together with tech and make the calls on what to build first.
• Build a marketing engine that grows diners, orders and bookings efficiently.
• Activate our restaurant and chef network on our B2C brands together with the B2B commercial team.
• Set the product roadmap together with tech and lead the calls on prioritisation when necessary.

Skills

P&L ownership

Product strategy

Team leadership

Data-driven marketing

Product/engineer collaboration

English fluency

Ambiguity tolerance

Job description

Build and run the SOUS consumer business as its founder-level leader. You own our B2C brands end to end, with the funding, infrastructure and restaurant network already in place.

Full-time

About SOUS

SOUS exists to give independent restaurants the same acquisition-to-retention infrastructure that only chains and delivery platforms could previously afford. We build it as one connected data layer, replacing the fragmented stack most restaurants run today: a listings tool here, a separate storefront there, and no CRM at all.

Spotlight owns discovery, as search shifts from Google links to AI assistants recommending where to eat. Commerce owns the transaction and, critically, the guest relationship that marketplaces have been extracting for a decade. Every order through that owned channel generates data that sharpens the next cycle of visibility, personalisation and retention, compounding in the restaurant's favour instead of the platform's.

Our long-term bet is simple. As AI becomes the default interface for "where should I eat", the restaurants that own their guest data and their presence in that layer will keep the margin, and the ones still renting both from marketplaces will not. We are building the infrastructure to make the first outcome the default, not the exception.

We are a team of 27, working from our headquarters on the Vijzelstraat in Amsterdam city centre, and we are growing fast across the Netherlands, Germany and South Africa.

About the role

Today SOUS is known as B2B infrastructure: we help independent restaurants get found in AI search and take orders directly. But we are building the other side of that market too. Under the SOUS brand we run consumer brands where diners discover, order from and experience independent restaurants and chefs. They sit on top of the restaurant network and data we already have, which is the unfair advantage most consumer food platforms never get.

The Head of B2C is the managing director of our B2C brands. Not a marketing role, not a growth role: the actual P&L owner. You set the strategy, build and lead the team, own product direction together with our tech team, run the marketing engine, and decide how the brands grow, position themselves and connect. Think of it as running a startup inside a scale-up, with the funding, infrastructure and supply side already in place.

This role is for an entrepreneur. There is no playbook to follow and no one above you in B2C to make the calls. You decide what to build, what to test, what to stop and where to bet. You start lean, hands-on and close to the product and the customer, and you grow the business and the team as the traction comes. If you have built a company before, or have always wanted to without starting from zero, this is that opportunity.

Your team

You lead the SOUS B2C business and report directly to our CCO and co-founder. You build your own team as the business grows, and you work closely with the founding team, our tech team and the B2B commercial team, who bring the restaurant and chef network you build on.

Tasks

Your focus

• Own the B2C business end to end, including the full P&L of our B2C brands
• Find the fastest route to traction and scale for each brand, and decide how they connect
• Build the team from the ground up, starting hands-on yourself
• Own product direction together with our tech team
• Build a marketing engine that grows diners, orders and bookings efficiently

Key responsibilities

• Write the B2C business plan: vision, strategy, targets and roadmap, and pitch it to the founders like you would to investors
• Own revenue, margin, acquisition cost and retention across the B2C brands
• Run fast experiments on proposition, pricing, channels and markets, and double down on what works
• Roll up your sleeves in the early phase: from launching campaigns to onboarding chefs and talking to diners
• Hire and lead the B2C team across marketing, content, operations and partnerships as the business grows
• Set the product roadmap together with tech and make the calls on what to build first
• Activate our restaurant and chef network on our B2C brands together with the B2B commercial team
• Build partnerships with chefs, venues and consumer brands to grow our dining experiences

Requirements

• You have founded, co-founded or been an early leader in a startup, ideally in consumer tech, marketplaces, food or experiences
• Real P&L ownership and a track record of taking a consumer product from early traction to growth
• A builder's mindset: comfortable with ambiguity, biased to action and happy to do the work yourself before you hire for it
• Strong product sense and comfort working closely with engineers and designers
• Data-driven in marketing and growth, with a strong feel for brand
• The ability to recruit, inspire and lead a team around a vision
• Fluent in English; Dutch is a plus

Benefits

• An entrepreneurial package built around ownership, discussed individually
• Uncapped bonus structure, tied to B2C results
• Stock options in SOUS through our employee stock option plan (ESOP), sized for a founder-level role
• 25 holiday days plus Dutch public holidays, and 8% holiday allowance
• Work from our headquarters on the Vijzelstraat in Amsterdam city centre, or remotely with regular time in Amsterdam
• Personal development budget and direct access to an experienced leadership team
• Laptop and the tools you need to do your best work
• An ambitious team of food lovers, great lunches and the occasional canal trip