Content Marketer (f/m/x) - AI-First
About this role
🌟 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 don’t 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 Outdated, inefficient training methods that fail to meet the needs of the deskless workforce - the 80% of global workers overlooked by traditional learning solutions.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 don’t 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 you’re ready to build something extraordinary. We’re growing fast and looking for ambitious minds who thrive in a fast-paced, high-impact environment. If you’re 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.
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The role
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, you’ll 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, you’ll 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 - let’s talk!
🎯 What you'll own
Translate frontline realities, industry insights, trends, analysis, and product communication into content that resonates with buyers who don't 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 you’ve 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 (that’s 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
You've 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.
You're fluent in German, comfortable writing and speaking it professionally. You’re also comfortable collaborating, presenting, and working at a professional proficiency in English.
You’ve already restructured how you work around AI - whether that's 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 isn’t for you.)
Bonus, not a requirement: you've worked with or around frontline, industrial, or blue-collar audiences and understand operator priorities.
🤩 What's different here
You're not maintaining an existing content machine; you're 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.
We're moving AI-first as a company and will actively help you get deeper into AI tooling, because that's the direction we're going.
You're joining a GTM org that's still forming its shape, so what you build sticks.
📈 What success looks like
3 months You've got a content production rhythm running across formats, you understand our frontline buyer personas firsthand, and you’re identifying opportunities.
6 months Content you've produced is showing up in AI answer engines for queries that matter to us, and you can point to the pipeline it's driving. You’ve established strong partnerships with stakeholders both internally and externally.
12 months There's 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.
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At doinstruct, you'll 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 don't 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.
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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. They’re not just words—we 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 don’t settle for "good enough." We are motivated by continuous improvement, setting ambitious goals, and pushing the boundaries of what’s 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 don’t wait for solutions—we create them. Mistakes are learning opportunities, and we embrace them as part of our growth.
🤝 How we work
We believe in a workplace culture that fuels ambition, fosters innovation, and rewards initiative. At doinstruct, you’ll 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. That’s why we thrive in an office-first environment, where we exchange ideas freely and move fast together.
We’re not about rigid structures - we’re about high performance with flexibility. While we empower every teammate to optimize their productivity, we also believe that great things happen when we’re in the same room, building something extraordinary side by side.
📽️ Get a glimpse into our Offsite in Nov 2024
🌻 Let’s talk Benefits
Your well-being is a priority, and we're here to help you thrive — both inside and outside of work. That’s 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 - That’s 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.
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