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About the Role

We are looking for a commercially minded Performance Marketing Manager to own and accelerate customer acquisition growth for Shine. This role involves identifying growth constraints, developing hypotheses, and driving cross-functional execution to improve commercial outcomes. You will challenge agencies, work across channels, and define roadmaps for user journey, CRO, attribution, and measurement to enhance customer quality and commercial value. Success is defined by profitable growth, not just leads or CPA.

Responsibilities

Own the acquisition growth roadmap, translating business targets into clear growth priorities, hypotheses and experiments.
Understand the complete customer journey from demand → acquisition → sign-up → activation → subscription → revenue.
Identify the biggest constraints to growth and determine which levers should be prioritised.
Balance customer volume, customer quality and acquisition efficiency.
Connect marketing KPIs to downstream commercial outcomes and continuously challenge whether acquisition activity is genuinely moving the business forward.
Participate actively in the commercial trading rhythm, bringing clear performance context, diagnosis and actions.
Own performance strategy, budget allocation, channel mix, targets and measurement.
Lead and challenge external agencies rather than simply managing their output.
Hold agencies accountable for commercial outcomes, experimentation velocity and quality of thinking.
Be technically strong enough to interrogate campaign structure, targeting, bidding, tracking and optimisation—and get hands-on when required.
Continually assess whether the channel mix and acquisition playbook remain fit for purpose.
Treat creative and messaging as fundamental growth levers rather than simply inputs into media buying.
Develop structured hypotheses around customer problems, audiences, propositions, messaging, hooks and creative concepts.
Build a high-velocity testing roadmap across channels.
Work closely with Brand, Product Marketing and creative partners to translate customer insight into performance creative.
Understand why creative wins and systematically turn those learnings into the next generation of tests.
Own a structured growth experimentation roadmap beyond media optimisation.
Develop and test offers, propositions, incentives and other conversion levers.
Build hypotheses from customer behaviour and funnel performance rather than relying solely on channel data.
Establish clear test design, success criteria and learning loops.
Scale successful experiments and rapidly stop activity that does not create sufficient commercial value.
Own acquisition performance beyond the ad click.
Identify friction and conversion opportunities across landing pages, sign-up and onboarding journeys.
Work cross-functionally with Product, UX, CRM and other teams to improve conversion.
Ensure strong message → ad → landing page → product journey continuity.
Build and prioritise a CRO roadmap based on commercial impact.
Diagnose where customers are dropping out of the journey and mobilise the relevant teams to address it.
Own the measurement framework required to understand true acquisition performance.
Connect platform data with first-party and downstream commercial data.
Develop a clear view of attribution across channels and customer touchpoints.
Ensure optimisation increasingly uses meaningful downstream events rather than relying on upper-funnel proxies.
Understand acquisition quality by channel, campaign, audience, creative and cohort.
Use CAC, conversion, activation, subscriber conversion, payback and customer-value metrics to inform investment decisions.
Partner with Data/Analytics to continually improve tracking, event architecture and reporting.
Lead growth across teams, working closely with Brand, Creative, Product Marketing, Product/UX, CRM, Data/Analytics, and External agencies.
Ensure different growth levers work together against a shared commercial outcome.

Requirements

Strong track record in growth / performance marketing within a digital, PLG, SaaS or fintech business.
Deep hands-on expertise in Google/Search and Meta.
Experience managing meaningful performance-marketing budgets and external agencies.
Evidence of improving commercial outcomes, not simply platform metrics.
Strong understanding of full-funnel growth and how acquisition connects to activation, conversion and revenue.
Experience working with creative testing, messaging and proposition development.
Strong understanding of landing-page optimisation and CRO.
Experience developing and testing offers.
Strong analytical capability and comfortable diagnosing funnel performance.
Understanding of attribution, first-party data, event tracking and measurement.
Experience designing and running structured growth experiments.
Commercial understanding of CAC, conversion, payback and customer economics.
Able to influence Product, Brand, CRM, Analytics and other teams without direct management authority.
Comfortable challenging agencies and senior stakeholders with evidence.
High ownership and capable of operating independently.
Execution focused: able to move from diagnosis → hypothesis → experiment → learning → scale.
B2B SaaS / fintech experience is strongly preferred.
Experience in a product-led growth (PLG) environment is strongly preferred.
Experience optimising towards downstream customer quality rather than lead volume alone is strongly preferred.
Experience building or improving first-party measurement and attribution infrastructure is strongly preferred.
Experience across emerging acquisition channels such as TikTok and YouTube is strongly preferred.
Experience operating within a cross-functional weekly commercial / growth trading cadence is strongly preferred.

Skills

Performance Marketing
Growth Strategy
Customer Acquisition
Google/Search
Meta
TikTok
YouTube
Media Buying
Channel Management
Creative Testing
Messaging Development
Proposition Development
Landing Page Optimisation
CRO (Conversion Rate Optimisation)
Offer Development
Experimentation Design
Attribution Modelling
First-Party Data
Event Tracking
Measurement Frameworks
Data Analysis
Commercial Acumen
Budget Management
Agency Leadership
Cross-functional Collaboration
Stakeholder Management
Product-Led Growth (PLG)
SaaS
Fintech

Location

Berlin

Work Type

Full-time

Experience Level

Senior Individual Contributor

About the Company

Shine is the financial copilot for entrepreneurs and small business owners, offering a connected solution for invoicing, accounting, payroll, business accounts, payments, and financing.
Founded by serial entrepreneurs Rico Andersen and Martin Hegelund, Shine is a leading European fintech unicorn.
Shine is part of Cegid, a European leader in cloud software for finance and accounting, building Europe's leading financial copilot for small businesses and their accountants.
Shine supports over 400,000 small businesses, and as part of Cegid, reaches over one million small businesses and 15,000 accountants across Europe.
The team is multicultural, working from France, Germany, Denmark, and the Netherlands, contributing to a wider European network.

Equal Opportunity

We follow the principle of equal treatment to consider all job applicants and do not discriminate based on their gender, sexual orientation, color, racial or ethnic origin, religion, disability, etc. as per applicable law.