Global Head of B2B Acquisition - job 2 of 2

About Too Good To Go

At Too Good To Go we aim to inspire and empower everyone to fight food waste together. 40% of all the food produced in the world is wasted, with a big impact on the planet: 10% of greenhouse gas emissions worldwide come from food loss and waste.

Too Good To Go operates the world’s largest B2C marketplace for surplus food. Through our app we connect businesses that have unsold, surplus food with consumers who can buy and enjoy it at a reduced price. We are a mission-driven certified B Corp. 

We’re growing fast: Our community of over 110 million registered users across 19 countries has already saved more than 400 million meals from going to waste - together avoiding more than 1 million tonnes of CO2e from entering the atmosphere.

In 2023, Apple recognised Too Good To Go as Winner at the annual App Store Awards, for our app’s exceptional user experience and profound impact on society.

We always look for talented people with diverse backgrounds to join our team. Right now we’re recruiting a Global Head of B2B Acquisition.

About the role

Our Global Head of B2B Acquisition will be responsible for a team tasked with driving B2B Partner acquisition across all markets, utilising data-led decision-making and continuous performance optimisation of B2B acquisition channels and (digital) campaigns to maximise impact of our marketing spend.

In this role you report to the Director of Growth Marketing and will regularly interface with leaders in Operations, Finance, Sales, Product, and our local Marketing teams.You lead a team that centrally drives B2B Demand Generation and Lead Generation, and is responsible for continuous optimisation of all B2B acquisition channels.

The ideal candidate for this role is a hands-on leader with a deep understanding of B2B growth marketing, SEO, digital advertising, referrals, CRO, data & analytics and martech. You have a proven ability to direct, design, execute and optimise campaigns at scale across continents. You foster cross-functional collaboration and an innovation mindset to help us remain competitive in a fast-paced, dynamic environment.  

Key Responsibilities

The Global Head of B2B Acquisition is responsible for:

Team Leadership and Development

• Lead and develop a high-performing, data-led global B2B Growth Marketing team.
• Foster a culture of curiosity, continuous improvement, creativity and collaboration.
• Encourage innovative thinking to explore new ideas and solutions.
• Work with the broader Growth Marketing team to instill methodologies for robust testing, experimentation and performance evaluation.

B2B Demand & Lead Generation

• Develop, implement, and refine B2B marketing plans to achieve B2B growth targets, based on performance insights, market trends, and business goals.
• Generate high-quality partner demand and (business) leads, to build a scalable pipeline through innovative paid and organic strategies.
• Develop and implement a comprehensive cross-functional plan to drive adoption of the B2B Referral programme as a cost-effective store acquisition tool.
• Identify and test the most effective acquisition channels for B2B Demand Generation and Lead Generation, including SEM, Social Media advertising, referrals, the app, affiliate marketing, and others.
• Refine and optimise Lead Generation tactics based on data-driven insights.

Channel Management

• Take ownership of continuous performance optimisation of all B2B Acquisition channels, incl. Paid Media, Web, App and Referrals.
• Direct targeted digital advertising campaigns on platforms like Meta, TikTok and DSPs to drive incremental reach, target specific audience segments, and leveraging the latest tech and targeting opportunities.
• Work with the Website team to continuously optimise organic inbound traffic and drive conversion rate optimisation (CRO) for B2B audiences.

Data and Analytics

• Utilise tracking tools, attribution models and analytics to measure, analyse and report on the performance of campaigns and activations, including CPQL, return on ad spend, conversion rates, and payback periods.
• Drive, own and maintain product integrations that ensure maximum efficiency across platforms (e.g. SDK, Conversions API) and consistent analytics (Amplitude).

Optimisation and A/B Testing

• Optimise campaigns for efficiency and effectiveness based on experimentation, test results and performance data.
• Drive continuous data-led optimisation of Creative assets for Demand & Lead Gen.

Local Marketing Adaptation 

• Tailor B2B marketing strategies to fit the characteristics of local markets, including language, cultural preferences, and audience behaviour.
• Design specific campaigns that address local market needs and opportunities, ensuring relevance and effectiveness.

Budget Management 

• Use historical data and market trends to project performance and adjust budgets dynamically, based on real-time performance data and market conditions.
• Allocate budgets across various channels and campaigns to maximise ROI.

Cross-Functional Collaboration

• Ensure seamless collaboration between B2B Acquisition and other marketing teams, as well as other departments, i.e. Operations, Data Analytics and Product.
• Work closely with the in-house Creative team to develop compelling ad creatives, copy, and content that resonate with target audiences and drive performance.

Key Requirements

• Extensive experience in B2B Marketing with a proven track record in driving B2B Demand and B2B Lead Generation through data-led marketing.
• Experience in a leadership role, with a proven track record of developing and leading high-performing teams that drive growth and performance optimisation.
• Deep understanding of digital marketing channels and industry best practices. 
• Strong capabilities with marketing automation platforms across PPC, Lead Generation and Social Media Advertising.
• Excellent analytical skills and proficiency with analytics and reporting tools.
• Solution-oriented mindset and a proven ability to apply structured thinking to open-ended challenges.
• Comfortable working in a global context, with an understanding of cultural nuances, business practices, and market dynamics across countries and regions.
• Thrive in a fast-paced, dynamic environment and comfortable with ambiguity.
• Agile, data-driven and excited about the prospect of driving impact at scale.
• Experience in Food Delivery and/or Marketplace app environment preferred.

Our Values:

• We Win Together; We Raise the Bar; We Keep It Simple; We Build A Legacy; We Care.

What we offer

• A rare opportunity to work in a global social impact company and certified B Corporation, where you can see real and tangible impact in your role.
• Work alongside an international community of users, partners and 1,400+ colleagues across 19 countries on the same important sustainability mission.
• Personal and professional development in a fast-paced scale-up environment.
• An inclusive company culture where you can bring your authentic self to work.
• A strong, values-driven team culture where we celebrate success and socialise with colleagues that care.

Benefits

• Work Flexibly
• Enjoy hybrid working from our great offices, at home or abroad.
• Extra parental leave and days off beyond local legislation and the option to take an extra week of unpaid leave
• Health insurance and pension plans (subject to country of employment).
• Additional days off for significant life events
• Celebrate and Socialise
• Regular social events like summer and winter parties.
• Coffee, snacks and fully-equipped kitchens.
• Get to know our community with a monthly free Surprise Bag.
• Paid volunteer time through our Shareback volunteering programme
• Women in the Workplace, P.R.I.D.E., People of Colour and Functionally Diverse Employee Resource Groups 

How to apply

• We take recruitment very seriously, so please carefully read everything we have written above. Please also check our website and international media in order to get a good overview of Too Good To Go.
• Submit your CV and Cover letter in English.
• Please note that we only accept applications coming through our platform. No CV or Cover Letter will be accepted by email or LinkedIn direct messaging.