Content Creator (fmx) AI-First

Most content roles at B2B SaaS companies are measured in blog posts and social calendars. This one isnt. Youre building content as a distribution engine for a company betting that AI changes how buyers find and evaluate software and youre doing it with AI tools baked into how you work not bolted on as an afterthought.

doinstruct builds software that helps organizations train and enable their frontline teams the people in factories logistics and service environments who are hardest to reach with conventional L&D. Our customers are manufacturers industrial operators and traditional enterprises and increasingly the way they find us is through AI-driven search and answer engines not just Google. Youll own the content that shows up there and the content that turns into pipeline everywhere else.

This is a builders seat. Theres no legacy content team or year-old style guide to inherit. AI has made it trivial to produce content; it hasnt made it easier to produce content worth reading or content an answer engine decides is worth citing. That gap is exactly where taste and storytelling matter more not less. If youre excited about being AI-pilled in practice not just in title and about proving what content looks like when it has to be genuinely good not just fast to produce this role is for you.

What youll own

• Plan and produce content across formats blog video social thats built to perform in both traditional search and AI answer engines like ChatGPT Perplexity and Google AI Overviews and adjust based on whats actually landing. AEO is a real part of the job here not an afterthought though this isnt a dedicated AEO specialist role.

• Use AI tools as your default production layer: drafting repurposing ideation research so you can ship more faster without sacrificing quality.

• Translate frontline realities factory floors logistics hubs service environments into content that resonates with buyers who dont live in generic SaaS marketing.

• Produce German-language content that doesnt read as translated and work closely with the wider GTM team to keep content aligned with what sales and CX are actually hearing from customers.

• Track whats actually working across channels and across engines and kill or double down accordingly.

Who you are

• Youve produced content professionally and have a portfolio or examples that show range not just one format.

• You have taste and youre a storyteller first. You have a journalistic mindset able to interview subject matter experts to extract insights hooks and stories.

• Youre fluent in German and comfortable writing and speaking it professionally; you can make content sound native not translated. Youre also comfortable collaborating presenting and working at a professional proficiency in English.

• If your content workflow looks basically the same as it did two years ago this probably isnt the right seat. Were looking for someone whos already restructured how they work around AI not someone whos open to it whether thats tracking AI visibility with something like Profound or Peec AI producing multilingual content with tools like ElevenLabs or HeyGen or researching with Perplexity instead of defaulting to Google.

• Bonus not a requirement: youve worked with or around frontline industrial or blue-collar audiences and understand they dont engage with content the way office workers do.

• Bonus not a requirement: youve run AEO or GEO as a real workstream not just something youre aware of.

Whats different here

Youre not maintaining an existing content machine youre building one for a distribution landscape thats actively shifting under everyones feet. That means real ambiguity but also real room to shape what good looks like before anyone else has figured it out.

Why doinstruct

• 400 customers Series A funded below 2% churn. The product is a genuine must-have which gives you real stories to tell.

• Were moving AI-first as a company and will actively help you get deeper into AI tooling because thats the direction were going.

• Youre joining a GTM org thats still forming its shape so what you build sticks.

What success looks like

3 months Youve got a content production rhythm running across formats you understand our frontline buyer personas firsthand and youve shipped a first real attempt at AEO-oriented content.

6 months Content youve produced is showing up in AI answer engines for queries that matter to us and you can point to pipeline or engagement its driving. The German content reads as native not translated.

12 months Theres a repeatable content engine that treats AI answer engines as a first-class channel alongside traditional search and youre the person who built it.

At doinstruct you can make full use of your skills and play an active role in the further development of our start-up. And yes we attach great importance to a positive working atmosphere maximum transparency communication at eye level and support every step of your personal and professional development.

Even if you dont tick all of the boxes but you are motivated and want to work with us you are very welcome to apply.

We embrace diversity and hire people based on their ability to perform a job. People of any race gender gender expression sexual orientation religion age disability political opinion or marital status are welcome at doinstruct.

For questions or remarks please reach out to our Talent Acquisition Manager Leonard at