Content Marketer (fmx) AI-First

What we do & why we do it

Founded in 2021 in Osnabrück Germany doinstruct is on a mission to empower the backbone of our society - the frontline workforce - by making workplaces safer more compliant and more efficient. We dont just improve training; we redefine how industries onboard and upskill their teams.

The problem Outdated inefficient training methods that fail to meet the needs of the deskless workforce - the 80% of global workers overlooked by traditional learning solutions. We saw the gap and built a seamless mobile-first platform that makes onboarding training and compliance effortless multilingual and accessible - anytime anywhere.

At doinstruct we dont accept the status quo. We innovate we challenge we build. Our vision is bold: Operational excellence for frontline teams starts here. We cut through the noise of clunky ineffective training with an engaging user-friendly experience available in 35 languages - no downloads no passwords - just instant access to the skills that drive industries forward.

Join us if youre ready to build something extraordinary. Were growing fast and looking for ambitious minds who thrive in a fast-paced high-impact environment. If youre passionate about solving big problems shaping the future of workplace learning and working alongside a driven team that moves fast and thinks big doinstruct is where you belong.

The role

This is a hands-on role requiring native-level German and working English proficiency.

As a key part of our marketing team youll get to flex your strategic research and creative skills writing and creating content with two specific goals: Educate our audience (Thought leadership) and convert them (Acquisition). You own both end-to-end.

You will create high-value content in the form of blog articles case studies landing page copy and white papers collaborating closely with internal subject matter experts. For shoots and videos youll use your storytelling superpowers to develop concepts and manage external production partners.

AI is an expected part of your workflow. You leverage the speed and efficiency technology affords with the taste only humans possess to create credible content worth reading.

If you have a journalistic curiosity understand B2B audiences and know how to build a content engine from the ground up - lets talk!

What youll own

• Translate frontline realities industry insights trends analysis and product communication into content that resonates with buyers who dont live in generic SaaS marketing.

• Plan and produce content across formats (website blog video social) that performs in both traditional search and AI answer engines like ChatGPT Perplexity and Google AI Overviews and adjust based on what youve measured.

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

• Produce German-first content (thats also translated in English) and work closely with the wider GTM team on broader copy requirements like campaigns and sales decks.

• Brand tone of voice ensuring consistency and differentiation

Who you are

• Youve produced content professionally and have a portfolio or examples.

• You have a journalistic mindset - able to interview subject matter experts to extract insights hooks and stories.

• Youre fluent in German comfortable writing and speaking it professionally. Youre also comfortable collaborating presenting and working at a professional proficiency in English.

• Youve already restructured how you work around AI - 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. (If your content workflow looks basically the same as it did two years ago this probably isnt for you.)

• Bonus not a requirement: youve worked with or around frontline industrial or blue-collar audiences and understand operator priorities.

Whats different here

Youre not maintaining an existing content machine; youre bringing a new brand strategy to life; experimenting; and building a content function. That means real ambiguity but also a chance to have outsized impact on a rapidly scaling business.

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 youre identifying opportunities.

6 months Content youve produced is showing up in AI answer engines for queries that matter to us and you can point to the pipeline its driving. Youve established strong partnerships with stakeholders both internally and externally.

12 months Theres a repeatable content engine that treats AI answer engines as a first-class channel alongside traditional search. Content is having a measurable impact on revenue.

At doinstruct youll have the chance to use your skills and help shape our growing start-up. We value a friendly work environment open communication and support your personal and professional growth every step of the way.

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 team at

Our Core Values

Our core values shape how we work ensuring consistency trust and purpose while guiding both individual actions and collective decisions. Theyre not just wordswe live them every day.

• Appreciation We cultivate an environment of mutual respect recognizing the unique contributions and backgrounds of every team member. Success is a team effort and we celebrate it together.

• Drive We dont settle for good enough. We are motivated by continuous improvement setting ambitious goals and pushing the boundaries of whats possible.

• Enabler We take a proactive solution-oriented approach understanding the diverse needs of both our customers and our team. We believe challenges are opportunities waiting to be solved.

• Honesty We value transparency and direct constructive feedback. Open communication helps us learn faster grow stronger and build trust.

• Ownership We take full responsibility for our work moving with urgency and independence. We dont wait for solutionswe create them. Mistakes are learning opportunities and we embrace them as part of our growth.

We believe in a workplace culture that fuels ambition fosters innovation and rewards initiative. At doinstruct youll be surrounded by driven individuals who are passionate about making an impact. We set high standards - because the work we do matters.

Collaboration and shared energy drive us. We believe that working together in person creates the best ideas sharpens our execution and strengthens our team. Thats why we thrive in an office-first environment where we exchange ideas freely and move fast together.

Were not about rigid structures - were about high performance with flexibility. While we empower every teammate to optimize their productivity we also believe that great things happen when were in the same room building something extraordinary side by side.

Your well-being is a priority and were here to help you thrive both inside and outside of work. Thats why we offer a variety of benefits to our team that you can find here.

• Physical Health - We want to keep it as flexible as possible - Thats why you can choose between eGym Wellpass or Urban Sports Club (USC) memberships. Berlin Office People can also use our shared John Reed entry cards.

• Language Learning - Gain access to Babbel for language courses supporting both personal and professional development.

• JobBike Leasing - Participate in our JobBike leasing program promoting eco-friendly travel options.

• 50EUR voucher / month - You can choose: New Billy shelf new shoes or your weekly groceries By using the platform Belonio we offer a 50 EUR voucher of your choice (incl. offers like Rewe Ikea Rossmann Aral Zalando and many more) to every employee.

• Future Bens - Enjoy discounts on various sustainable and eco-friendly products provided by the platform.

• 20% subsidy for your bAV - Benefit from our bAV offer! As your employer we subsidise your contract by 20%.

• Dog-friendly office - Your fur-friends are very welcome to join the office in Berlin together with you.

• Lunch on Us - our office is stocked up with delicious meals from Juit so you can always grab a free and healthy lunch.