Demand Generation Lead (all genders) B2B SaaS for KMU

There are millions of small and medium businesses in Germany, and each one loses time and money to the same unavoidable work: bookkeeping, VAT returns, annual accounts. It has to be done, nobody enjoys it, and it costs more than it should.

mika takes that work off them. Compliance is not optional, which is why we think of what we build as infrastructure rather than as a product, and why the goal is to lower the cost of doing business in Germany.

We grew from 100 to over 700 customers in eight months with a small team, and that is the reason this role is as wide as it is: an entire area to own, more to build than hands to build it, and room that grows with you. English internally, international team, German market.

the market you would be marketing into

Until now a business owner in Germany believed they needed a tax advisor for their tax compliance. We built a second path. A tax advisor was simply a given, so most people are not out looking for something like us, and when they hear an alternative exists the reaction is usually positive surprise. Choosing one is also a big decision: several steps and several touchpoints before anyone moves. One ad and one landing page do not close it.

Tasks

Pipeline is your number, and it is the number the whole plan scales with. Today most of our customers arrive through paid channels. What has not existed so far is a single owner for the question of which campaign we run, on what topic, with what priority. That is yours from day one.

This is an end-to-end role. You own the whole path from a stranger to a customer, not only the part that carries an ad budget. Most conversions on that path are not sales: a newsletter signup, a guide download, a webinar registration, a reply. Somebody has to see those as one system, know which step is leaking, and be equally comfortable fixing a bid strategy and rewriting a nurture sequence.

On budget. You run a six-figure monthly media budget from the start, and if the results hold there is effectively no ceiling: you get as much as you can deploy at a payback we are happy with. That is the deal, and it cuts both ways.

• Own campaign initiation and prioritisation: what we run, when, on what topic. That is the part nobody currently does.
• Run paid acquisition hands-on across Paid Search and Paid Social
• Own the whole conversion path, including the steps that produce no revenue on the day
• Own the unit economics and build the model yourself: cost per qualified conversation, blended CAC, payback, cohort contribution
• Reach people before they are searching. A growing share of our market is people founding a company or thinking about it, who are not yet looking for an accounting provider at all.
• Give sales lead quality, not just lead volume, and take their feedback on which sources actually close
• Set clear weekly priorities for the junior people who support paid

Where your job ends. Our growth engineer builds the pages and the tracking, our creative lead produces the assets, and lifecycle sequences belong to our CRM and lifecycle manager. You own the campaigns, the briefs and the numbers.

Requirements

what you bring to the table

• AI-native, not AI-curious. Claude or an equivalent is your daily sparring partner rather than a tool you open occasionally. You augment your own output with it and you automate the parts of your job that should not need a human.
• You have generated pipeline as your own number, not supported somebody else who did
• We have a strong bias towards people who have been entrepreneurs themselves, whether that was your own company or a function you ran as if it were one
• You do not rely on anyone else to manage the channels for you. At least at the start you run the full cycle hands-on, ideally across both paid search and paid social.
• You understand the entire cycle, from first touch through the soft conversions to closed revenue, and you know what a newsletter subscriber is worth to you
• You understand unit economics well enough to build the model yourself
• You have marketed a complex product where the buyer has to be taught something before they can buy, and you can build demand where there is no search volume to harvest
• You have taste and you use it. You know within seconds whether a creative will work and whether it looks like a premium brand.
• You take direct feedback without turning it into a debate the level we are hiring at
• If you have been the second person in a function somewhere good and this is your step up, that is the profile we want. As the team grows, the path from here leads to Head of or VP of this area.
• We keep the team small by giving people leverage instead of headcount. That is why the AI point above is a requirement rather than a preference.

nice to have

• German SMB audience, fintech or another regulated category. A product-led lane running next to a sales-led one. A network of specialists you can pull on. HubSpot, GA4, GTM and a working relationship with SQL.

German at C1 or above is required. Roughly 80 to 90 percent of what we run is in German, and judging whether a piece of copy lands is part of the job rather than something you can hand off. English at B2 or above, since English is our working language.

Benefits

Base 70,000 to 95,000 EUR depending on experience, plus a variable component tied to pipeline and payback, plus stock options. We would rather put a real range here than leave you guessing.

Three rounds: an intro conversation, a working session with a short case, and a final round with the founders. There is also a conversation with one of our investors or mentors, in this case somebody who knows demand generation properly. One meeting happens in person in Berlin, and you hear back within a week at every stage, including if the answer is no.

why mika?

• Nobody has owned this before you. No predecessor's system to inherit, no playbook to follow, and nobody above you deciding what you may test.
• Room, and the expectation that you use it. We hire people who do not need managing and then give them space to grow into more than the job they were hired for. Fully flexible hours apart from the daily standup.
• Founders in the detail with you, and no layer between you and a decision
• The freedom to kill what does not work, including things we started before you arrived
• Work that matters outside the building. Every customer we win gets back time and money that was disappearing into paperwork.

Send us your CV and one campaign you are proud of, with the numbers behind it.

At mika, we value diversity and strive to create an inclusive environment where all employees can thrive. Join us in building the future of small business finance!