Strategy Lead - Acquisition; Germany

The Company

Small businesses move fast. Opportunities often don't wait, and cash flow pressures can appear overnight. To keep going, and growing, SMEs need finance that's as flexible and responsive as they are.

That's why we built iwoca. Our smart technology, data science and five-star customer service ensures business owners can act with the speed, confidence and control they need, exactly when it's needed.

We've already cleared the way for 100,000 businesses with more than £4 billion in funding. Our passionate team is driven to help even more SMEs succeed, through access to better finance and other services that make running a business easier. Our ultimate mission is to support one million SMEs in their defining moments, creating lasting impact for the communities and economies they drive.

This role sits at the intersection of commercial strategy, data, and technology. Reporting into the Head of Direct Acquisition, you will lead a high-performing, interdisciplinary team of three and own acquisition and activation outcomes for the German market. Your primary objective is to co-define the growth strategy and partner closely with engineering and data teams to build the systems, onboarding journeys, and experiments that bring that strategy to life.

The scope of this role is broad and we're not looking for someone with deep expertise in every domain the team covers – spanning strategy, analytics, product development, and data science – but rather someone intellectually curious, and skilled at asking the right questions.

You'll define hypotheses, lead cross-functional initiatives, and own the roadmap for how iwoca engages with German businesses. You will be accountable for measurable impact on acquisition and conversion, bringing ideas to life through rigorous commercial insight, strong customer empathy, and practical delivery. As a Lead, you will also be responsible for coaching your team and establishing the operating rhythm for this new unit.

Market and problem understanding

• Deeply understand the German SME lending landscape, customer needs, and competitive context to sharpen our go-to-market strategy.
• Translate market and customer insight into clearly defined product problems and prioritised commercial opportunities.
• Inform targeting and segmentation strategies to help Marketing and Sales reach the right customers.

Product build and optimisation

• Own the roadmap for acquisition and onboarding, working with engineers and data scientists to develop tools such as lead scoring systems, eligibility checkers, and onboarding journeys.
• Work with marketing and sales to evolve website content, sign-up flows, and decisioning logic to increase conversion.
• Influence future team capability by helping define priorities, roles, and processes as we scale.

Experimentation and insight

• Design, run, and interpret A/B tests across messaging, targeting, onboarding tools, and product flows.
• Identify opportunities using first-principle reasoning supported by data, customer research, and funnel analysis.

Cross-functional collaboration

• Manage, coach, and develop a team of at the beginning two commercial strategy analysts and a data scientist focused on acquisition strategy and operational excellence.
• Lead cross-functional initiatives, aligning engineering, data, marketing, and commercial stakeholders around clear goals, hypotheses, and success metrics.
• Translate high-level business goals into testable hypotheses and actionable briefs for our technical teams.
• Help establish the operating rhythm, rituals, and roadmap processes for this new team.

Essential:

• Strong commercial mindset with proven experience driving go-to-market strategy and measurable acquisition growth.
• Experience in growth strategy, revenue operations, or a highly analytical commercial role with a track record of driving tech-enabled or product-led growth.
• Proven people management or team leadership experience, with the ability to build culture and establish operating rhythms in a newly formed team.
• Fluency in German and strong written communication skills tailored to customer-facing environments.
• Strong analytical capability and experience with…