Founding Brand Manager - m/f/d

What we do.

Imagine every product on the internet, instantly available to you.

You could take anything from any online shop, resell it, and earn from it. Every influencer could sell the products they already use and love, without ever touching a warehouse. You could spend your Payback points or miles on something you actually want, instead of another forgettable knife set. And your AI could buy any product in the world for you, without your intervention.

We built exactly that. It's live, and it's running today.

Joy_'s AI infrastructure runs the entire e-commerce value chain end to end: sourcing, checkout, payment, fulfillment, customer care, and returns. Across any online shop on the planet. No merchant contracts, no APIs, no closed networks. This is our Universal Purchasing Infrastructure, and it sits right at the center of where AI commerce is going.

On top of it, we build our own business models. The first one live and proven: the gift card.

That's a 20 billion euro market in Germany alone, the single most-gifted thing in the country, and nobody has innovated on it in years. Now there's a gift card you can redeem for any product, from any shop, for any wish.

We've raised from top European funds and angels who've built and scaled some of the most relevant tech and commerce companies around.

Behind it all: a mixed team of twelve, spread across Europe, with a strong center and our office in Berlin.

The technology is done. What we need now is the other half: the narrative, the brand, the story that makes people feel it. That's the job.

Aufgaben

What the role involves.

In short: You own the feeling people get in the first 10 seconds. The instant, can't-look-away pull of an Oatly or TrueFruits ad, but for gifting.
This is the rare shot at building a category-defining brand from zero, the kind a whole country ends up recognizing. Everything below serves that.

And to be clear about the shape of the work: you're fluent with data. You read the dashboards and you know exactly what each channel converts. But creation comes first. What we're really hiring for is the instinct to make something loud, something the whole country notices. You build campaigns end to end, from the idea that stops the scroll to the dashboard that proves it worked.

• Build the new narrative and positioning. With completely new technology we've lifted the gift card to a whole new level. Your job: tell that story, set us apart from every other gift card, and own the narrative for the new alternative.
• Tell the product story. Our card is so good it reads as too good to be true. You make it believable, playing on our "Zu-Gut-Schein" framing, the gift card that's almost too good, and always making clear how it actually works.
• Own our two biggest growth channels: TV and Social. This is where we scale. TV and Out of Home put your work in front of millions, on screens and billboards a whole country walks past, and on the retail shelves the card sits on. On Social, you run our own channels plus a TikTok UGC engine that multiplies everything we make. What you ship isn't a small post for a small feed. When you get it right, a whole country sees it. We start national, but international is already on the map: UK and US are the planned next step, and the brand you build needs to travel.
• Hold brand consistency. Narrative and story run through everything we ship, verbally and visually, with no drift. One unmistakable Joy_, everywhere.
• Make it convert. In the end, conversion is what counts. You stay fully data-driven, keep the conversion rates per channel in view, and double down on what actually moves them.

Qualifikation

What makes a good fit.

We're not reading your CV for the logos or the degree. We want to see what you've actually built. Show us the creative things you've already pulled off, whether at a past job or on your own time. That's what we're reading for.

A few traits make it click:

• You've built a brand before, at least 3 years of it. From near zero, or as a core part of the team, ideally in consumer, retail, or culture, for a brand made to reach everyone, not a narrow niche. You know how a campaign works end to end, and you can run the channels that carry it.
• You have taste. For brand, for content, for social, for the zeitgeist. You instinctively sense what fits the narrative and what breaks it, verbally, visually, aesthetically, and you know what the internet finds good this week, not last year.
• Social media is your daily life, and you've worked with creators and influencers. You know how social actually works from the inside: what makes a collab feel real, what makes it flop, and how to brief people who live on camera.
• Bonus: you've run our growth channels yourself. TV and Out of Home, and above all a TikTok UGC engine you built and steered. If you've already stood up your own creator army and made it perform, that's a massive plus.
• You're bold in what you ship. In the ideas and concepts you put out, and in the brand language itself. You want to do things in a way nobody has yet.
• You make things yourself. You have taste and hands. You can write the script, cut the reel, and build the Notion doc in the same hour.
• Insane agency and ownership. You turn chaos into clarity and you'd rather ship rough than wait for permission.
• AI-native instincts. You create videos and creative assets with AI without breaking a sweat. The tools change weekly and you don't care, you bend whatever is newest to make more, faster.
• Fluency in German and English is a must.

Benefits

What's in it for you.

🌱 Ownership. The whole brand and marketing surface is yours, working side by side with the founders every day. Real budget for ideas, including 10% of your time for the remarkable stuff (our Blue Slide principle).

🚀 Growth. Work on the frontier of consumer brand-building alongside senior operators and engineers who've built and scaled before.

💡 Autonomy. Remote-first with the freedom to work how you work best.

🎁 Meaningful equity. We want you to win with us.

🛍️ Real impact. See what you build go live across product, campaigns, and shelves. Fast.

Why this role is truly different.

Most brand jobs are about polishing something that already exists, or squeezing a funnel someone else built. This one is a blank canvas, and it's yours to go wild on.
We're young and we want to be loud. The gift card is dusty, an afterthought, the thing people grab when nothing better came to mind, and nobody has touched it in years. We're the fresh, loud opposite, the brand that flips a tired category on its head and ruffles a few feathers doing it. You get the full creative range to live that out, sitting directly with the co-founders with the whole brand surface yours from day one.
Here's why this role outranks everything else in marketing: Joy_ is bought on occasion, not on inspiration. Nobody wakes up wanting a gift card. People buy when a birthday or a thank-you lands on them, and they reach for whatever name is already in their head. So we have to get there first. That makes brand awareness our single most important channel and our biggest priority, and it comes with real budget.

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