B2B Marketing Manager (m/f/d)

Job Description

bonial is part of Axel Springer SE and, as a leading 'Drive-to-Store' partner in Germany and France, is transforming the retail landscape. Through our platforms "" and "" in Germany, as well as "" in France, we connect millions of users with their favorite stores and brands – making a tangible impact every day.

We are in the midst of an exciting growth phase, scaling rapidly and changing the way people discover retail. At bonial, we work in a performance-oriented, dynamic environment characterized by motivated, results-driven individuals who are passionate about making a difference. If you want to become part of a dynamic team shaping the future of retail, we look forward to getting to know you.

As a

B2B Marketing Manager (m/f/d) at bonial, you will be responsible for developing and implementing marketing strategies that target our business customers – from large retail chains to innovative brand partners. You will position bonial as a thought leader in Retail Media and strengthen our visibility across relevant channels.

Your Responsibilities:

Strategy Development:

• Development of marketing strategies to address business customers
• Positioning the bonial brand in the B2B market

Content Marketing:

• Development and implementation of the B2B content strategy aligned with relevant target groups, topic areas, and company goals
• Leadership of content initiatives, including the continuous further development of the bonial website
• Management and further development of the bonial B2B newsletter, including topic planning, visual design, and distribution
• Cross-media extension of content across the website, newsletter, LinkedIn, and other relevant B2B channels
• Close collaboration with PR, Sales, Marketing, Product, and other departments to develop relevant content
• Analysis of relevant content KPIs and continuous optimization of formats and topics
• Ensuring consistent brand communication and corporate identity across all relevant content touchpoints

Campaign Management:

• Utilization of performance marketing tools (e.g., LinkedIn Ads) to increase campaign effectiveness
• Booking advertisements in relevant digital trade magazines (e.g., Horizont, Lebensmittelzeitung)

Trade Fair & Event Management:

• Organization of bonial's presence at trade fairs, conferences, and networking events (e.g., booth setup, speaker slots, sponsoring packages)
• Planning, including invitation management, of B2B events hosted by bonial

Market & Competitor Analysis:

• Monitoring of market trends and competitor activities
• Analysis of findings and derivation of strategic recommendations

Lead Generation & Qualification:

• Planning and execution of multichannel lead generation campaigns (e.g., via LinkedIn, email marketing, webinars)
• Collaboration with the sales team for lead qualification and support in building the sales pipeline

Reporting & KPIs:

• Definition and monitoring of relevant KPIs to measure marketing effectiveness
• Conducting regular performance analyses and identifying optimization potential

Job Requirements

Your Profile:

• Degree in Marketing, Communications, Business Administration, or a comparable qualification
• In-depth experience in B2B marketing, ideally in a technology-driven or digital environment
• Experience with marketing technologies (e.g., HubSpot, WordPress, Google Analytics, LinkedIn Campaign Manager)
• Excellent project management skills with the ability to manage multiple priorities simultaneously
• Proven experience in planning and executing events and trade fairs
• Good sense for relevant content and very good communication skills in German (C1–C2 level) and English
• Independent and structured way of working, as well as a high degree of initiative
• Strong team spirit, cooperative mindset, and enthusiasm for cross-functional collaboration

What We Can Offer You:

High-Growth Story – bonial is a high-growth and dynamic company with lasting future potential. We are one of the leading companies and a driving force in an industry that is currently undergoing a massive, unprecedented transformation from print to digital.

Innovation & Tech – We are a high-tech company focused on innovative technologies. We use AI and other tools to increase productivity and efficiency. This allows us to continuously improve the performance of our company and everyone who works here – while achieving results for our customers and users.
Exciting Environment for Your Professional Development – We strongly support your professional development, underpinned by a feedback culture that helps you identify your strengths and opportunities.

Diversity - We are proud to be an equal opportunity employer, where we want to enable everyone to show their true selves. We are committed to equal employment opportunities and to being a safe space regardless of ethnicity, religion, gender, sexual orientation, age, disability, gender identity, or gender expression.

Well-being - Mental health is as important to us as fitness. That's why we offer you free access to nilo.health, an app for mental health. You also don't need to worry about your pension, as we subsidize your company pension plan. In addition to our in-house gym, we also cover part of the costs for Urban Sports Club.

Sustainability - Is sustainability important to you? It is to us too! Together with our Green Team, we offer you the opportunity to get involved in sustainability and environmental protection projects. Together, we want to make our contribution and positively influence the planet as much as we can.

Flexibility – We currently have a policy that allows up to 20% remote work within Germany on a weekly basis. Additionally, you can work from abroad for 30 days per year. We also offer 28 days of vacation. An additional day of vacation is added each calendar year (up to a maximum of 30 days), as well as additional days off for special occasions (e.g., moving, volunteering for a social project, etc.).*

Modern Office - We have our own fully equipped gym, a rooftop terrace for team events and lunches in the sun, as well as Zen Rooms where employees can pray, relax, or simply find a moment of peace.

Free Lunch - When you are in the office, we offer you various options for lunch, and lunch is on us! You can dine at the nearby partner restaurant! Of course, hot and cold drinks, fruit, and other snacks are also free for our employees in the office.*

Social Culture - Good collaboration is important to us, which is why we value a culture that invites conversation, building good working relationships, and participating in projects together. We also regularly offer optional events to further support this.

Partner for Retail – We enable retailers to reach their customers in the most efficient and impactful way. We see ourselves as an important business partner for retail and – as emphasized in our company vision – "We enrich local shopping for everyone. Every day."

Does that sound good to you? We look forward to hearing from you!

As part of the Axel Springer Group, we also adhere to the .

Feel free to visit us on our Instagram page or learn more about our bonial culture at .

*according to our currently valid collective agreements