Head of B2C Marketing

The role

As Head of Marketing B2C, you own consumer growth, brand, and app monetization.

You are accountable for how Onoff’s consumer apps are: positioned, understood, adopted, and monetized.

This is a senior product‑selling role, not just a marketing role. Your job is to turn app features into revenue, and usage into long‑term subscriptions.

You sit at the intersection of product, brand, growth, and lifecycle, with clear responsibility on commercial impact.

Key responsibilities

• 1. Consumer positioning & product value narrative
  • Own the B2C value proposition across all consumer apps
  • Define use cases, differentiation, and “why Onoff” vs alternatives
  • Translate complex telecom and product features into simple consumer benefits
  • Build messaging that sells:
    • In ads
    • In app stores
    • On the website
    • Inside the product (paywalls, upsell, feature discovery)
• 2. App product selling & monetization strategy
  • Own how Onoff’s apps sell themselves:
    • Pricing presentation
    • Subscription framing
    • Feature packaging
    • Upgrade paths
  • Define and optimize:
    • Free → paid conversion mechanics
    • Trials, freemium logic, and paywalls
    • Cross‑sell / upsell between B2C products
  • Work closely with Product on:
    • Monetization experiments
    • Feature prioritization with revenue impact
    • Launching monetizable features with clear value perception
• 3. Full‑funnel B2C growth
  • Own the full B2C funnel: acquisition → activation → engagement → retention → monetization
  • Partner with the Acquisition Lead on paid channels while owning:
    • Messaging
    • Creative direction
    • Funnel logic
  • Develop scalable organic levers:
    • ASO (store visibility + conversion)
    • Referral mechanics
    • Partnerships
    • Community / PR / influencers when relevant
• 4. Brand & consumer trust
  • Build a strong, premium, and trustworthy European consumer brand
  • Ensure consistency across products, markets, and channels
  • Own consumer‑facing storytelling and communication strategy
  • Make Onoff feel:
    • Simple
    • Reliable
    • Modern
    • Worth paying for
• 5. Lifecycle & CRM‑led revenue growth
  • Own lifecycle strategy with a commercial mindset:
    • Onboarding that drives activation
    • Messaging that leads to paid conversion
    • Retention and win‑back programs that protect LTV
  • Build segmentation and personalization frameworks
  • Drive measurable impact on:
    • Conversion rate
    • Retention
    • ARPU / LTV
• 6. Product & Marketing execution
  • Work tightly with Product and Design to:
    • Bring consumer insights into the roadmap
    • Ensure features are understandable and sellable
  • Own app store performance:
    • ASO
    • Ratings & reviews
    • Store visuals and copy
  • Ensure consistency between:
    • App stores
    • Website
    • In‑app messaging
    • CRM
• 7. Metrics, experiments & operating cadence
  • Define and own B2C success metrics:
    • Activation
    • Conversion to paid
    • Retention
    • ARPU / LTV
  • Run a disciplined experimentation loop:
    • Hypothesis
    • Test
    • Learn
    • Scale or kill
• 8. Team & partners
  • Lead the B2C marketing team and external partners
  • Cover brand, content, lifecycle, PR, and product marketing
  • Ensure execution excellence with clear priorities and measurable outcomes

First 6–12 months priorities

• Clarify and unify B2C positioning across all consumer apps
• Improve app store conversion and subscription framing
• Strengthen onboarding and activation to drive paid conversion
• Launch a repeatable GTM and monetization playbook for new features
• Build sustainable growth and revenue loops (ASO, lifecycle, referrals)

Ideal profile

• 8–12+ years in B2C app / subscription marketing
• Strong expertise in:
• App product marketing
• Monetization & subscription models
• Lifecycle and retention growth
• Proven ability to sell digital products, not just acquire users
• Data‑driven, but with strong product and consumer intuition
• Fluent in English and French