Strategy Lead - Acquisition

Technical Infrastructure: We build and maintain the proprietary systems and models that drive our German operations. This includes optimizing the "User Experience" (UX) to ensure a frictionless onboarding process for small businesses.

Operational Excellence: We connect the dots between data-driven decision-making and real-world commercial impact. Our mission is to ensure every potential customer receives a clear, relevant, and rapid understanding of how iwoca can fund their business.

We are a fast-moving, cross-functional unit designed to turn strategic hypotheses into measurable results. Whether it’s refining a marketing model or shipping a new feature in the application journey, we ensure that iwoca’s expansion in the German market is backed by robust tech and a clear commercial North Star.

The role

This role sits at the intersection of commercial strategy, data, and technology. Reporting into the Head of Direct Acquisition, you will lead a high-performing, interdisciplinary team of three and own acquisition and activation outcomes for the German market. Your primary objective is to co-define the growth strategy and partner closely with engineering and data teams to build the systems, onboarding journeys, and experiments that bring that strategy to life.

The scope of this role is broad and we're not looking for someone with deep expertise in every domain the team covers – spanning strategy, analytics, product development, and data science – but rather someone intellectually curious, and skilled at asking the right questions.

You'll define hypotheses, lead cross-functional initiatives, and own the roadmap for how iwoca engages with German businesses. You will be accountable for measurable impact on acquisition and conversion, bringing ideas to life through rigorous commercial insight, strong customer empathy, and practical delivery. As a Lead, you will also be responsible for coaching your team and establishing the operating rhythm for this new unit.

Market and problem understanding

• Deeply understand the German SME lending landscape, customer needs, and competitive context to sharpen our go-to-market strategy.
• Translate market and customer insight into clearly defined product problems and prioritised commercial opportunities.
• Inform targeting and segmentation strategies to help Marketing and Sales reach the right customers.

Product build and optimisation

• Own the roadmap for acquisition and onboarding, working with engineers and data scientists to develop tools such as lead scoring systems, eligibility checkers, and onboarding journeys.
• Work with marketing and sales to evolve website content, sign-up flows, and decisioning logic to increase conversion.
• Influence future team capability by helping define priorities, roles, and processes as we scale.

Experimentation and insight

• Design, run, and interpret A/B tests across messaging, targeting, onboarding tools, and product flows.
• Identify opportunities using first-principle reasoning supported by data, customer research, and funnel analysis.

Cross-functional collaboration

• Manage, coach, and develop a team of at the beginning two commercial strategy analysts and a data scientist focused on acquisition strategy and operational excellence.
• Lead cross-functional initiatives, aligning engineering, data, marketing, and commercial stakeholders around clear goals, hypotheses, and success metrics.
• Translate high-level business goals into testable hypotheses and actionable briefs for our technical teams.
• Help establish the operating rhythm, rituals, and roadmap processes for this new team.

The requirements

Essential:

• Strong commercial mindset with proven experience driving go-to-market strategy and measurable acquisition growth.
• Experience in growth strategy, revenue operations, or a highly analytical commercial role with a track record of driving tech-enabled or product-led growth.
• Proven people management or team leadership experience, with the ability to build culture and establish operating rhythms in a newly formed team.
• Fluency in German and strong written communication skills tailored to customer-facing environments.
• Strong analytical capability and experience with experimentation frameworks and A/B testing tools.
• Experience working with (or a strong desire to learn about) technical models such as lead scoring, predictive targeting, or qualification logic.
• Ability to work from first principles and thrive in ambiguity with curiosity and autonomy.

Bonus:

• Experience in fintech, lending, B2B SaaS, or regulated products.
• Experience working closely with engineering, product, or data science teams to ship features or models.
• Knowledge of the German SME ecosystem or B2B financial products.

The culture

At iwoca, the best idea wins. We model our culture on independent thinking, challenging untested logic, and evidence-based decisions. We prioritise learning and growth, and give people the autonomy to develop in the direction that makes them most effective.

We're a tech company and believe in the power of AI to help us work faster and better. We provide the infrastructure where every iwocan always has access to the best models and where those models have access to all of our data. We will help our people to learn how to use and grow with the new tools available to them.

The offices

We put a lot of effort into making iwoca a great place to work:

• Offices in London, Leeds, Berlin, and Frankfurt with plenty of drinks and snacks.
• Events and community-led groups, including running groups, padel, and monthly ping-pong and pool competitions.

The benefits

A smart, motivated and international team (we represent over 35 different nationalities) with ridiculous growth-mindset.

26 days of vacation a year plus a free day for your birthday.

One-month fully paid sabbatical after 4 years.

Mental health support with direct access to certified psychologists via our partner OpenUp.

iwoca takes over a ski chalet in winter so that you and your team can ski or snowboard (and work) for a week. During summer we are drawn to the sun. We’ve been to France, Italy, Spain, and further afield.

Access to the gym membership program, €25 for either Fit711 or Urban Sports Club.

€30 contribution towards the Deutschlandticket.

Company Pension with Canada Life.

Great office locations. In Frankfurt in the middle of the city, our Berlin office is located in Prenzlauer Berg.

A paid volunteer day that gives you the opportunity to invest time to support a charity of your choice.

Corporate Benefits discounts.

’iwocans’ also benefit from fully stocked fridges in our offices with whatever is needed to strengthen them. There are snacks (both healthy and less healthy) for the whole day.

And to make sure we all keep learning, we offer:

• A learning and development budget for everyone, including a book budget.
• Learning German budget.
• Company-wide talks with internal and external speakers.
• Access to learning platforms like Treehouse.

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Source: Statistisches Bundesamt (Destatis), table; dl-de/by-2-0; StarIn's calculation