Germany Market Lead

About Us

Founded in Dubai only 5 short years ago, and we're already growing internationally.

Humantra is a global wellness brand on a mission to help people achieve optimal hydration and unlock their best daily performance.

We believe hydration is the most overlooked foundation of health, energy, and mental clarity. Our electrolyte solutions are designed to support modern lifestyles - whether that's training, travelling, working, or simply getting through a busy day.

The Opportunity

The Germany D2C Lead is responsible for Humantra's entire direct-to-consumer business in Germany, owning the channel P&L, sales growth and local market plan.

Germany is a core focus heading into 2027, and your task is to establish it as Humantra's next scalable market through sustainable customer acquisition, repeat purchase and sound commercial execution.

Working across Growth, Acquisition, Retention, Ecommerce, Brand, Creative, Influencers, Finance and Operations, you will translate German customer insight into a coordinated plan. You will trade the website, lead local marketing activity and identify the propositions, partnerships and customer experiences that help Humantra grow in Germany.

What you'll own

Germany Strategy and P&L Ownership

• Own the Germany D2C strategy, annual budget and quarterly growth plan, with clear targets for revenue, new customers, retention and profitability.

• Manage the channel P&L with Finance, tracking marketing investment, discounts, product margins and fulfilment costs; recommend resource allocation and corrective action.

• Agree criteria with the Head of Growth for further investment, using acquisition economics, cohort retention, contribution margin and operational readiness to assess scalability.

• Lead weekly trading and monthly market reviews, explaining performance against plan and turning findings into decisions, owners and next actions.

Ecommerce Trading and Customer Experience

• Own day-to-day trading of the German website, including merchandising, product availability, pricing, bundles, offers and the local promotional calendar.

• Work with our Ecommerce Lead on conversion, average order value and revenue per session; prioritise improvements to product pages, landing pages and checkout.

• Ensure German language, product education and subscription messaging are clear and culturally relevant; identify friction in payment, delivery, returns and customer support.

• Coordinate website changes, launches and promotions with central teams, ensuring a consistent experience from marketing through purchase.

Acquisition Retention and Subscription Growth

• Work with our Acquisition Lead on the German acquisition plan, local audiences, channel opportunities and investment decisions informed by CAC, payback and customer quality.

• Work with our Retention Lead on local CRM, WhatsApp and subscription strategies, focusing on repeat purchase, customer lifetime value and cancellation drivers.

• Work with our Creative Strategist on German concepts and tests, using local customer insight to improve messaging and creative performance.

Local Brand and Marketing Campaigns

• Work with Brand on how Humantra shows up in Germany, translating global positioning into locally relevant messaging, product education and campaigns.

• Lead the German marketing and trading calendar, identifying relevant shopping occasions, seasonal demand, product launches and promotional opportunities.

• Develop local trial and sampling initiatives with Growth and Brand, measuring customer acquisition and follow-on purchase alongside reach.

Creators Influencers and Partnerships

• Support the Influencer team in identifying and briefing German creators, influencers and ambassadors with strong audience and brand fit.

• Identify and develop local brand partnerships and community opportunities that can drive awareness, trial and customer acquisition.

• Coordinate partner activity and track its commercial impact, using clear objectives, suitable measurement and customer quality signals

Market Insight and Scalable Testing

• Own ongoing German customer and competitor research, covering propositions, pricing, promotions, channels and shopping behaviour; share implications with the business.

• Build a prioritised test roadmap across acquisition, offers, website experience, retention and local campaigns, with hypotheses, budgets and success criteria.

• Evaluate results with channel teams and the Insights Analyst; recommend what to scale, adapt or stop, and distinguish seasonal demand from sustained market progress.

Cross Functional Delivery and Market Readiness

• Partner with Operations and the Insights Analyst on German demand forecasts, launches and promotions, flagging stock and service risks before activity scales.

• Bring local customer feedback into product, pack, flavour and subscription decisions, and coordinate improvements with the relevant teams.

• Coordinate German market requirements with Finance, Operations and specialist advisers, escalating issues in content, customer terms or processes to the responsible owners.

Success Measures

• Germany D2C net revenue, growth and contribution profit against the agreed budget.

• New customer growth at sustainable acquisition cost and payback as investment increases.

• Improved conversion, average order value and revenue per session.

• Stronger cohort repeat purchase, subscription retention and customer lifetime value.

• Local campaigns and partnerships delivering measurable customer acquisition and repeat purchase.

• Evidence that successful tests can scale, supported by reliable forecasting, reporting and customer experience.

Skills & behaviours

• Experience owning or materially contributing to the growth of a German D2C or ecommerce business, with clear examples of commercial results.

• Strong commercial judgement and experience managing a P&L, trading budget or comparable revenue and profitability responsibilities.

• Fluent written and spoken German and English, with a deep understanding of German customers, shopping behaviour and cultural context.

• Hands-on ecommerce trading experience across merchandising, pricing, promotions, product launches and conversion improvement.

• Understanding of acquisition, CRM, retention and subscription economics, and experience working with specialist teams to improve performance.

• Ability to use customer, cohort and channel data to identify opportunities, build a market plan and make investment recommendations.

• Experience developing local campaigns and working with creators, influencers, agencies or brand partners.

• Strong project management and stakeholder skills, with the ability to coordinate central teams and keep local priorities moving.

• Experience working with Shopify, performance marketing data, CRM and ecommerce reporting tools. Helpful

Nice to haves

• Experience within wellness, nutrition, FMCG or a subscription business.

• Scaling an international brand in Germany or building a local market operation within a central team.

• Local sampling, events, ambassador programmes or partnerships with relevant communities.

• Exposure to Klaviyo, subscription management platforms and structured experimentation.

• Experience coordinating customer experience, fulfilment or localisation improvements.

Why Join Humantra?

Joining Humantra means real ownership and impact from day one. It's that simple.

In every role you'll work closely with our lean, high-performing team that values impact, pace, and collaboration. We're looking for those who never settle for the status-quo to help build the engine to power our next stage of growth.

Our HuMANTRA's

• Impact over Ego

• Togetherness

• Radical Ownership

• Proper Conversations

• Wired for Growth

Benefits

• Premium Private Healthcare Insurance

• Monthly wellness perk (gym, supplements, etc.)

• 25 days annual leave + your birthday off!

• 1 Week 'Work from Anywhere' per year

• Plus more!