Strategy Lead - Acquisition (Germany) in London

Small businesses move fast. Opportunities often don't wait, and cash flow pressures can appear overnight. To keep going, SMEs need finance that's as flexible and responsive as they are. iWoca's smart technology, data science and five‐star customer service empower business owners to act with speed, confidence and control when they need it most. We have already cleared the way for 100,000 businesses with more than £4 billion in funding and are driven to support one million SMEs, creating lasting impact for the communities and economies they serve.

The Acquisition Strategy and Tech team is the integrated growth engine for iWoca in Germany, bridging high‐level commercial strategy and the technical systems that power our customer journey. We own the end‐to‐end acquisition funnel – from first touchpoint to loan application – combining growth analytics, performance modelling and full‐stack engineering. Our core focus areas are:

• Strategic Growth & Analytics – translating complex data into actionable strategies for Direct Marketing and Sales.
• Technical Infrastructure – building and maintaining the proprietary systems and models that drive German operations, optimising the user experience for frictionless onboarding.
• Operational Excellence – connecting data‐driven decision making with real‐world commercial impact, ensuring every potential customer receives clear and rapid insight into how iWoca can fund their business.

This role sits at the intersection of commercial strategy, data and technology. Reporting to 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 goal 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. You will define hypotheses, lead cross‐functional initiatives and own the roadmap for engaging German businesses, driving measurable impact on acquisition and conversion.

Responsibilities

• Understand the German SME lending landscape, customer needs and competitive context to sharpen the 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.
• 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.
• Collaborate 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.
• 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.
• Manage, coach and develop a small team of commercial strategy analysts and a data scientist focused on acquisition strategy and operational excellence.
• Lead cross‐functional initiatives, align 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 technical teams.
• Establish the operating rhythm, rituals and roadmap processes for this new team.

Requirements

• 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 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 experimentation frameworks and A/B testing tools.
• Experience or strong desire to learn technical models such as lead scoring, predictive targeting or qualification logic.
• Ability to work from first principles and thrive in ambiguity with curiosity and autonomy.

Bonus

• Experience in fintech, lending, B2B SaaS or regulated products.
• Experience working closely with engineering, product or data science teams to ship features or models.
• Knowledge of the German SME ecosystem or B2B financial products.

Culture

At iWoca the best idea wins. We prioritise independent thinking, evidence‐based decisions, learning and growth, and give people the autonomy to develop in the direction that makes them most effective. We are a tech company that believes in the power of AI to help us work faster and better, providing an infrastructure where every iWoca‐member has access to the best models and data.

Offices

We have offices in London, Leeds, Berlin and Frankfurt with extensive catering and events such as running groups, padel, ping‐pong and pool competitions.

Benefits

• Flexible working hours.
• Medical insurance from Vitality, including discounted gym membership.
• Private GP service for you, your partner and your dependents.
• 25 days' holiday per year plus an extra day off for your birthday; option to buy or sell an additional five days and unlimited unpaid leave.
• One‐month fully paid sabbatical after four years.
• Instant access to external counselling and therapy sessions for emotional or mental health support.
• 3% pension contributions on total earnings.
• Employee equity incentive scheme.
• Generous parental leave and a nursery tax benefit scheme.
• Electric car scheme and cycle‐to‐work scheme.
• Two company retreats a year (France, Italy, Spain and other destinations).

Learning and Development

• Learning and development budget for everyone.
• Company‐wide talks with internal and external speakers.
• Access to learning platforms like Treehouse.

Compensation

£60 K – £80 K