Launch & Performance Marketing Lead

ROLE SUMMARY

NIX is looking for a Launch & Performance Marketing Lead to build the practical commercial engine for the launch. This is not a pure brand communication role. The brand story, founder narrative and deeper storytelling will be shaped together with the founders and creative team. Your role is to turn that story into a working customer journey: people discover NIX, sign up, receive early access, land on the site, understand the products, buy, attend the launch event, and are followed up with afterwards.

The right person is hands-on, commercially sharp and comfortable building from scratch. They can personally write practical copy, brief freelancers, set up tests, read performance data and improve what is not working.

WHAT THIS ROLE OWNS

1. Early access and public launch conversion

Own the customer journey for early access and public launch. Define how someone signs up, receives access, understands the offer, lands on the right page, buys, receives confirmation and is followed up with afterwards.

• Waitlist setup and early-access mechanics
• Launch-day communications and customer flow
• Conversion checkpoints from signup to purchase
• Post-launch follow-up and retargeting logic

2. Shopify and website as a sales channel

Build/Work with Shopify to make the site clear, trustworthy and able to sell. The focus is not only to make the site look good, but to make it commercially effective.

• Homepage structure and customer journey
• Product page hierarchy, product descriptions and practical PDP copy
• Size, fit, material, shipping and return messaging
• Waitlist capture, email capture and early-access messaging
• Checkout journey, analytics setup and QA from a customer perspective

3. Meta / Instagram and performance testing

Own the first paid-social testing setup. This is not about scaling a large performance machine immediately. It is about testing what creates demand, what drives signups, what converts and what should be amplified around early access, public launch and the launch event.

• Meta/Instagram campaign setup or close management of a specialist
• Creative, copy and audience testing
• UTM logic and simple reporting
• Budget allocation across testing, launch amplification and post-launch momentum
• Clear learnings and recommendations after each test

4. CRM, email and launch funnel

Build the basic CRM engine so attention does not disappear. Every important launch moment should have a next step.

• Welcome flow and waitlist confirmation
• Early-access invite and reminder emails
• Launch announcement emails
• Abandoned-cart basics and post-purchase communication
• Event invite, event follow-up and post-event sales follow-up

5. Launch event conversion

Make the launch event commercially useful without making it feel transactional. The event should create cultural momentum, but it should also support measurable outcomes: leads, customers, purchases, content, press signals and follow-up opportunities.

• RSVP targets and invite flow
• Product discovery during the event
• QR codes, appointment or purchase options where appropriate
• Content capture and post-event email follow-up
• Retargeting and learnings from event engagement

6. Practical copy, supported by brand storytelling

The person should be able to write strong practical launch copy across the funnel. However, they are not expected to carry the full brand narrative alone. The founder story, manifesto, cultural angle and deeper storytelling will be developed together with the founders and creative team.

• Website and product page copy
• Email and CRM copy
• Meta/Instagram ad copy variations
• Instagram captions and launch CTAs
• Event invitation and follow-up copy

MUST-HAVE PROFILE

We are looking for someone with:

• 5+ years in DTC, e-commerce, fashion, lifestyle, beauty, culture or design-led brands.
• Proven experience launching products, collections, campaigns or online shops.
• Strong practical understanding of Shopify, Meta/Instagram, CRM/email and analytics.
• Excellent copy and brand judgment, with a clear commercial mindset.
• Experience building marketing workflows from scratch, not only managing existing systems.
• Comfortable working directly with founders, freelancers, agencies and creative teams.
• Hands-on enough to write, brief, test, QA, analyse and improve.
• English required; German preferred.