Content Marketer (fmx) AI-First

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

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.

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 super powers 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 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