Head of Marketing (m/f/d)

Your priority for 2027 is pipeline. You turn marketing into a predictable source of qualified pipeline in two motions. Net new: winning new enterprise logos in Europe and the US. Expansion: growing with our existing clients into new business units, countries, and use cases, with a pipeline target you share with Customer Success and Account Management. Brand, content, and events all matter, and each is measured by what it contributes to these two motions. In the interview process, you will walk us through how you would build this pipeline in your first 12 months.

About the role (Munich, onsite):

You take over our marketing team and own pipeline growth, for net new logos and across our existing enterprise client base. Retorio roughly triples in size every year, sells to large enterprises, and already generates around 40% of its pipeline organically. Your mandate is to build a scalable lead generation engine that works in Europe, our home market where we want to be the clear number one, and in the US, where we have opened an office in New York.

You do this with deliberately modest ad budgets and a small team (today one events specialist and one lead generation specialist) that will grow over time. Our growth strategy is to let our customers speak for us: reference stories, video case studies, and communities in which decision makers at large enterprises share their use cases and results and attract their peers.

To support that pipeline, you also establish Retorio as the credible, science-based voice in an increasingly competitive AI sales coaching category, and you give the brand an external appearance that is professional enough for enterprise buyers and distinct enough to stand out. You report directly to the founder/Co-CEO.

Tasks

• Owning the 2027 marketing pipeline targets (MQLs, SQLs, and sourced pipeline) for net new logos and expansion revenue, in Europe and the US, and building a scalable, measurable lead generation strategy across organic (GEO+SEO), events, referrals, account-based marketing, and paid ads

• Building the expansion engine together with Customer Success and Account Management: account plans, programs, and content that take Retorio from one team to new business units, countries, and use cases (for example from sales into service or leadership coaching) across our 50+ enterprise clients, against a shared upsell and cross-sell pipeline target

• Running account-based marketing against named target accounts, for net new logos and for whitespace in existing clients, and deploying paid selectively rather than as broad spend

• Aligning marketing and sales around one pipeline: shared lead and opportunity definitions, handover SLAs, fast follow-up on every qualified lead, and a weekly pipeline review with Sales, Customer Success, and our US GTM Lead

• Leading, coaching, and growing the marketing team (hiring the next roles where they add the most pipeline), with clear channel ownership, quarterly pipeline commitments, and a culture of shipping

• Building the customer-led growth engine: turning champions at our enterprise clients into references, video case studies, speakers, and community members who open doors to their peers and to other parts of their own organizations

• Designing and running our own event formats and customer communities, from our Tech ’n’ Talks event in Munich to new formats in Europe and the US, where Heads of Sales, Sales Enablement Leads, heads of sales academies, and Service Enablement leaders exchange use cases and results, each with a clear pipeline goal for new and existing accounts

• Scaling organic growth: content strategy, SEO, blog, and use-case and industry pages, so organic remains our strongest channel while absolute pipeline multiplies

• Positioning Retorio as the thought leader in AI sales coaching, built on our behavioral science foundation (the Warmth and Competence framework), our proof points, and our enterprise results

• Sharpening our differentiation and brand: messaging and visual identity that is enterprise-credible, fresh, and clearly distinct from the growing field of AI coaching tools

• Running industry- and use-case-specific campaigns (insurance, pharma, telecom, automotive, retail) that create pipeline in new logos and existing accounts, in close partnership with Sales, Customer Success, and our US GTM Lead

• Owning marketing budget, tooling (HubSpot), attribution, and reporting, including a monthly review of pipeline per channel, region, and motion (net new and expansion)

Requirements

• 6+ years in B2B SaaS marketing, including 2+ years leading a team, ideally selling to enterprise buyers with long, multi-stakeholder sales cycles

• A track record of building pipeline you can show in numbers (sourced pipeline and closed revenue, not only leads), especially through organic, content, community, and events rather than large paid budgets

• Experience with account-based and expansion marketing: you have grown revenue inside existing enterprise accounts together with Sales and Customer Success

• Experience with customer marketing: reference programs, case studies, customer communities, or advocacy

• Strong storyteller and editor: you can brief, produce, and polish video case studies, blog content, and founder content

• A sharp sense for brand: you have developed or repositioned a premium B2B brand, with agencies or in-house

• Data-driven: fluent in HubSpot or a comparable platform, funnel metrics, and attribution, and comfortable being measured on pipeline rather than activity

• Business-fluent English and German, as DACH is our home market; experience marketing into the US is a strong plus

• Hands-on leader: the team is small, so you still write, brief, and ship yourself

• Bonus: experience in sales enablement, coaching, or sales tech; marketing into regulated industries (insurance, pharma, financial services); or supporting a US expansion

Benefits

• Virtual Stock Options (Retorio is Series A financed and raised more than €15m in venture capital from Storm Ventures, Square One, Porsche Ventures and 3 more VCs)

• Full ownership of marketing and pipeline at a company tripling every year, with a direct line to the founders and real influence on company strategy

• A product with proven results at 50+ enterprise clients across 35+ markets, customers who are willing to tell their story, and significant room to grow within those accounts

• A growth strategy built on stories, communities, and creativity rather than ad spend, so your craft matters more than your budget

• A visually compelling product with a genuine scientific moat, built on the Warmth and Competence framework from TU Munich research

• A central Munich office with an international team, and regular exchange with our New York office