Head of Product Marketing (m/f/d)

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Job Description

Shopware is a leading ecommerce system that enables companies worldwide to scale quickly and efficiently in digital commerce. As a trendsetting open source solution, Shopware is already used by some of the largest European brands, retailers, and manufacturers in the B2C and B2B industries.

As Head of Product Marketing (m/f/d), you will be the architect of our strategic narrative—owning how we talk about our platform, how we communicate value to customers, and how we shape market perception. Your leadership will guide the development of clear, differentiated messaging and compelling value propositions rooted in customer insights, competitive intelligence, and industry trends. You will lead storytelling efforts across the buyer and customer journey—creating emotional and rational resonance with merchants, partners, and analysts alike. This role sits at the intersection of product, brand, and commercial strategy, responsible for turning complex product capabilities into inspiring stories that convert interest into engagement—and engagement into revenue.

This position can be filled on-site, hybrid, or full-remote within Germany or specific European countries where we are registered. Your work location will be agreed upon in advance and forms the basis of your employment contract.

These are your tasks:

1. Strategic Messaging & Positioning: Develop and lead a cohesive messaging framework that positions Shopware distinctly across markets, industries, and buyer personas. Translate complex product capabilities into benefit-oriented value propositions and own the articulation of the “why Shopware” story—credible, differentiated, and emotionally resonant.
2. Positioning & Messaging: Develop and own a clear, differentiated messaging framework and value proposition that positions Shopware credibly across markets, personas, and channels.
3. Narrative Design & Storytelling: Build narratives that connect to customer pain points, elevate our brand, and showcase innovation, flexibility, and independence. Champion a customer-centric storytelling approach across launches, events, sales materials, and analyst engagements.
4. Go-to-Market & Product Launches: Lead go-to-market strategies for new features and product innovations, crafting positioning, launch narratives, and enablement tools. Align closely with cross-functional stakeholders to ensure consistent execution across all regions and channels.
5. Sales, Partner & Analyst Enablement: Deliver impactful training, tools, and narratives that empower sales and partners to communicate Shopware’s value clearly and convincingly. Shape and drive our analyst relations strategy to secure favorable coverage and integrate insights into strategic planning.
6. Customer, Market & Competitive Insights: Synthesize customer research, competitive analysis, and market trends to guide positioning and strategy. Serve as the internal voice of the customer—advocating for relevance, clarity, and emotional connection in all communications.
7. Website & Content Strategy (Non-Campaign): Oversee strategic content across key website areas such as homepage, pricing, and product tours, ensuring alignment between product messaging and brand storytelling.
8. Team & Leadership Responsibilities: Lead and inspire a growing Product Marketing team, setting vision, priorities, and fostering a culture of storytelling excellence. Ensure alignment with company and marketing goals, balancing strategic focus with operational execution.

These are what you’ll bring to the table:

• A degree in Marketing, Communications, Business, or a related field. Advanced degrees or certifications in marketing or storytelling are a plus.
• At least six years of experience in Product Marketing, with two or more years in a senior or leadership role, with a strong track record in B2B software—ideally within ecommerce, SaaS, or composable platforms.
• Expertise in messaging, value proposition development, and storytelling for both technical and commercial audiences.
• Experience leading successful go-to-market initiatives, analyst engagements, and enablement programs.
• Passion for storytelling and shaping market narratives, thriving in fast-paced environments, navigating ambiguity with clarity and confidence.
• Excellent communication skills that turn complexity into clarity—and clarity into inspiration.
• Strong strategic thinking combined with project execution skills.
• Deep empathy for customers and the ability to reflect their perspective in messaging and positioning.
• Fluency in English (native level); German is a plus but not required.

This is what we offer you:

• An open company culture with flat hierarchies encouraging individual initiative.
• Long-term employment contracts providing security.
• Flexible working hours, options for remote work, and mobile work.
• Choice of work hardware.
• Structured onboarding with support from a dedicated "buddy".
• An inspiring work environment with dedicated colleagues and a dynamic community.
• Diverse personal growth and development opportunities.
• Attractive benefits such as pension plans, health programs, and regular team events.
• And much more!

For detailed information, visit our career page.

At Shopware, we value diversity and strive for an inclusive environment. We encourage everyone interested to apply, regardless of personal characteristics.

Your contact for this position is Josephine Scheffler, who is happy to answer any questions!

Seniority level

• Executive

Employment type

• Full-time

Job function

• Product Management and Marketing

Industries

• Software Development

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