Brand Lead (f/m/d)

About the role

The role is responsible for establishing Zenjob as the most reliable and high-quality provider of student staffing solutions and the go-to platform for hassle-free, predictable income among students in Germany . Reporting to the Head of Marketing, this role combines brand strategy, creative excellence, and cross-functional leadership to ensure a consistent and distinctive brand experience across all touchpoints - from awareness to retention.

Responsibilities

• Brand Strategy & Positioning
• Develop and own Zenjob's end-to-end brand strategy across B2C and B2B.
• Define a clear, differentiated brand positioning that unifies both sides of the marketplace under one core narrative.
• Translate positioning into target group-specific messaging frameworks across industries, job categories, and funnel stages.
• Establish Zenjob's core promise, value propositions, and proof points (RTBs) .
• Brand Messaging & Governance (incl. CRM & UX)
• Define and govern a clear, distinctive brand language :
• How we speak to students (B2C)
• How we speak to employers (B2B)
• Ensure brand consistency across all lifecycle touchpoints, especially:
• CRM communication (push, email, in-app)
• Product & UX (user journeys, onboarding, activation)
• Sales & customer communication
• Act as the final quality gate for brand tone, messaging, and consistency across the organization.
• Creative Strategy & Social Media Concepts
• Lead the translation of brand strategy into high-quality, insight-driven creative concepts .
• Work closely with the Social Media Manager to develop innovative, platform-native campaign ideas .
• Ensure concepts are:
• Audience-relevant (Gen Z, students, employers)
• Channel-specific (TikTok, Instagram, etc.)
• Designed for performance and scalability
• Build and maintain a centralized brand asset library (visuals, copy, templates).
• Outsmart & Efficiency Mindset
• Develop high-impact brand initiatives under constrained budgets .
• Identify and execute smart, non-obvious growth and awareness opportunities (e.g., cultural moments, partnerships, PR angles, organic loops).
• Continuously challenge how to achieve maximum brand impact with minimal spend .
• Balance creative excellence with efficiency and scalability .
• Brand Identity & Design System
• Assess and evolve Zenjob's visual identity (CI) based on current strengths and gaps.
• Develop and maintain a comprehensive style guide (design system, tone of voice, visual language).
• Ensure consistent application of the brand across all internal and external materials.
• Website Ownership (incl. SEO & Geo-Relevance)
• Lead the brand-driven relaunch and continuous optimization of the Zenjob website .
• Ensure clear B2B and B2C entry points , aligned with user intent and conversion goals.
• Collaborate closely with SEO stakeholders to:
• Conduct keyword and market research (job categories, cities, industries)
• Ensure SEO-optimized content structure and copy
• Integrate geo-relevant content (e.g., city- and role-specific pages)
• Ensure all website content reflects:
• Brand positioning
• Conversion goals
• Organic growth potential
• Own ongoing content governance and performance optimization .
• Segmentation & Customer Understanding
• Define and continuously refine B2C and B2B segmentations :
• Needs, pain points, motivations
• Job categories (B2C)
• Industry verticals (B2B)
• Translate insights into relevant messaging, campaigns, and content strategies .
• Brand Activation & Awareness
• Develop and execute brand awareness campaigns , primarily across digital and social channels.
• Drive mental availability and brand recall in key target audiences.
• Ensure campaigns are aligned with the core brand narrative and strategic priorities .
• Cross-functional Brand Integration
• Ensure the brand is consistently translated into all company touchpoints :
• Marketing campaigns
• CRM & lifecycle communication
• Product & UX
• Sales materials & pitches
• PR & communications
• Act as the central brand authority , ensuring alignment across all teams.
• Brand Measurement & Impact
• Define and track key brand KPIs :
• Brand awareness
• Brand consideration
• Brand perception (key attributes)
• Organic sign-ups
• CLV impact
• Establish brand tracking frameworks in collaboration with data teams.
• Translate brand performance into clear business impact and ROI narratives .
• Required Skills & Qualifications
• Hard Skills
• Proven experience in brand strategy and development , ideally in digital, marketplace, or tech-driven environments.
• Strong ability to build positioning, messaging frameworks, and brand systems across B2C and/or B2B.
• Experience translating brand strategy into high-performing creative concepts

Additional Information

About Zenjob After more than 10 years of growth, Zenjob is entering a new phase where building a strong, differentiated, and trusted brand becomes a key driver of sustainable growth across both sides of the marketplace. We are looking for a Brand Marketing Lead to define, develop, and scale Zenjob's brand across B2C (talents/students) and B2B (employers).

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