Head of Marketing - Founding Team

Coverflex

Coverflex started with a simple observation: work changed, but compensation didn’t.

A few founders looked at how people were being paid across Europe — rigid salary structures, fragmented benefits, systems that were complex for HR and often meaningless for employees — and realized the model simply hadn’t kept up with modern work.

So we decided to rebuild it.

What began in Portugal as a small team trying to fix a broken compensation system quickly grew into one of the most ambitious compensation platforms in Southern Europe. Today, thousands of companies use Coverflex to manage benefits, meal allowance, insurance, and flexible compensation through a single platform.

But what makes Coverflex special isn’t just the product — it’s how we build.

We’re a team of people who like solving hard problems, moving fast, and taking real ownership. We care about clarity, autonomy, and impact. Titles matter less than outcomes, and good ideas can come from anywhere.

Now we’re entering our next chapter.

After building strong traction in Portugal, Spain, and Italy, we’re expanding into Germany — one of Europe’s most sophisticated and complex compensation markets.

Launching a new country at Coverflex isn’t about “copy-pasting” what already exists. It’s about building again — understanding the market, challenging old assumptions, and creating something that truly works for local companies and employees.

If you join at this stage, you won’t just be joining a company.

You’ll be helping build the next chapter of it.

⚙️ TL;DR (The Essentials)

Role: Head of Marketing
Seniority Level: Head of
Type: Manager
Languages: English (main) / German (C2/native)
Main Tools: HubSpot, LinkedIn Sales Navigator, Notion, Slack
Location: Remote (Germany)
Contract Type: Permanent
Compensation:

• Bse salary: €75.000 - €100,000

• Equity: Yes – Stock Options under our Equity Incentive Plan

• Benefits: Check all benefits and perks below

Your Impact

You'll be Coverflex's first marketing hire in Germany — the architect and operator of our entire local Growth and Marketing engine. No inherited playbook. No warm audience. No historical data. Just a blank canvas, a clear mission, and the autonomy to build.

Your job is to make Coverflex visible, credible, and trusted in the German market: educating HR buyers on why modern compensation management matters, generating qualified pipeline, and establishing a brand presence that earns attention in a traditional, compliance-first landscape.

You'll know you're successful when, after 90 days, you've…

• Mapped the German competitive landscape and defined your initial go-to-market approach

• Launched your first local demand generation initiatives — events, content, paid, or all three

• Built a strong working rhythm with the local Sales and BDR teams

• Started moving the needle on MQLs and early pipeline contribution

How we’ll measure success:

• Main KPI 1: MQLs generated

• Main KPI 2: SAL (Sales Accepted Lead) conversion rate

• Main KPI 3: Pipeline value contributed by Marketing

⚡ Reality Check - What Makes This Role Hard

Let’s be real — here’s what makes this role challenging, you're building a brand in a country where we have zero footprint, zero historical data, and zero local proof points.

• 0 to 1: No local case studies, no benchmarks, no warm audiences. Every win in the first six months is earned from scratch through grit and creative experimentation.

• The Mittelstand mindset: Germany's payroll and benefits landscape is traditional and tightly regulated. You'll be introducing a modern, digital-first product to buyers who trust established processes and compliance above everything.

• Category creation vs. pipeline pressure: You're not just selling software — you're convincing German HR leaders that a new category of compensation management exists and matters. At the same time as hitting monthly targets.

• The global-local bridge: You'll be the voice of Germany inside a global company. That means knowing when to adapt, when to push back, and when to fight for the product changes that make us genuinely relevant to German customers.

You

Must-haves

• 5+ years in B2B SaaS Marketing at a high-growth company, with real ownership over a marketing function or a significant department

• Proven track record building a Growth strategy from scratch, specifically for the German market

• Full-funnel demand generation expertise: pipeline building, performance marketing, ABM

• Deep understanding of the German business landscape, buyer personas, and cultural nuances

• Data-literate: you pull your own reports, track conversion rates, and make budget decisions based on ROI and CAC

• Fluent in German and English

Nice-to-have

• Background in HR-tech, payroll, fintech, or employee benefits

• Experience managing PR and external communications to build brand authority in a new market

• Community-building track record: webinars, local meetups, HR leader circles

• Content strategy experience that balances SEO with high-level thought leadership

Your DNA

• Scrappy strategist : you think big picture but aren't too senior to write a blog post or set up an event booth yourself

• Radically proactive : you don't wait for a playbook — you write it, own it, and improve it

• Curious : you spend more time listening to customers than reviewing your own decks

• Data-driven : decisions come from metrics, not intuition alone

• Bridge-builder : you see Marketing and Sales as two sides of the same coin, and you operate accordingly

You’ll probably find this frustrating if you…

• You need a large team, a big budget, or an established brand to do your best work

• You rely on established market playbooks rather than testing modern, disruptive approaches

• You view Marketing as separate from Sales or Product

• You prefer to coordinate and orchestrate rather than roll up your sleeves and build

Manager & Team

Meet Your Manager

Hiring Manager: Luís Rocha - Chief Marketing Officer
Location: Portugal
LinkedIn Profile:

Profile Snapshot:

• Energy: Grounded and steady. Creates psychological safety, and that safety is what unlocks people's best work.

• Communication: Open and warm; prefers real conversations over formal ones and makes space for people to think out loud and be honest.

• Feedback Style: Timely and private, shared in 1:1s, with care and facts. Doesn't let things sit.

How to work with me - in the Manager's own words:

“I lead with empathy but I'm focused on output. I give people space and autonomy to own their work. My job is to remove blockers and let the team shine. When people feel trusted, they surprise you.”

Your Team

You’ll work day-to-day with:

• Nelson Ferreira , Growth Expansion Manager ,

• German Growth and Marketing Managers (To Be Hired)

Key Stakeholders:

• Max Feider, Head of International Expansion,

• Miguel Fraga, Global Head of Marketing,

• Pedro Costa, Global Head of Growth,

• German Country Manager

• German Heads of Sales and CSM

Team Rituals:

• Weekly Team Meeting

• Ongoing 1:1s focused on activity, follow-up, and improvement

Access & Belonging (Equal Opportunity)

We hire for impact and potential, not pedigree.
We welcome applications from people with non-linear careers, career breaks, caregiving gaps, and those changing fields.

No discrimination on the basis of age, disability, gender identity/expression, marital or family status, pregnancy, neurodivergence, race/ethnicity, religion/belief, gender, sexual orientation , or any other protected ground.

Assessment fairness:
We anchor on evidence of outcomes (what you shipped, moved, or influenced).
We actively de-bias by using structured rubrics, multiple assessors, and blind screening most of the time  (we won’t know your name, gender, or personal info until the interview stage).

Application Clarity

No cover letter required.
Apply with your LinkedIn or upload your CV .
You may be asked a few short, relevant questions.

Total candidate time investment: ~6 hours end-to-end.

Hiring Stages (What to Expect, Why & How Long)

1. CV / LinkedIn Screen — Signal check vs must-haves
• Done by People + Hiring Manager.
• You’ll hear from us within 10 business days.

2. Hiring Manager Interview  -  Deep dive into your work • 45 min
Structured around outcomes, decisions, and collaboration.

3. People Interview - Show how you think • 45 min
With People. Stress-free virtual coffee, focused on getting to know you as a person. We talk about culture, beliefs, and purpose.

4. Case Study  -  Let's peak into this role's challenges • ≤60 min
Exercises that represent potential challenges this role would have and how you'd approach them.

5. Team Chat - Get to know the team • 30 min
Conversation with our Global Head of Marketing and Global Head of Growth.

6. Final Conversation (CEO / C-Level) — Values, strategy, and your growth • 30 min

AI & Hiring Tools Transparency

We use a few tools to reduce bias and improve documentation, not to make hiring decisions.

• Teamtailor anonymisation: profiles are reviewed without relying on names/personal identifiers.

• Meeting recorder (e.g., Talka.ai): may be used to capture interviews so we can focus on the conversation.

• ChatGPT: may be used to turn interview notes/transcripts into clear, structured summaries.

Important: every application is reviewed by a human, and no decision or rejection is made by AI. If recording is used, we’ll be transparent and (where required) ask for consent.

⏱️ Speed & Communication

• Decision: within 4 weeks of your application.

• Updates: weekly if the process runs longer.

• Scheduling: interviews between 10:00–16:00 CET (flexible across Europe).

• Feedback: from the Case stage onwards, you’ll always receive written or verbal feedback - what went well, and what to strengthen next time.