FoundingMarketer
Introduction
Vwala is building the platform that will transform how European households manage their money. We're early stage, we're funded, and we're growing. We're looking for a Founding Growth Marketer: someone who puts Vwala on the map and makes sure consumers know us, trust us and use us. Someone who shapes strategy and gets their hands dirty every single day.
Here's the opportunity. We already have a product, a brand and a face: Finn, our mascot We have our first users and marketing is already running. What we're looking for is the person to own it and take it further: to make Vwala a name people recognize and to turn it into real growth. You'll do that shoulder to shoulder with the founders, as part of the founding team, starting in Flanders and building something made to travel across Europe.
About Vwala
Vwala is a personal finance startup, founded in September 2025, on a mission to bring financial peace of mind to every European household. We make it effortless to understand, manage and reduce recurring expenses so people save money without complexity and focus on what truly matters in life.
The vision is a trusted platform across Europe that turns raw financial data into real savings, effectively reshaping how tens of millions of families think about money. Our North Star Metric is Total Money Saved, and at scale, that number gets very large.
We're currently a team of four (meet The Team). You’d join Vwala early and have the opportunity to help shape our future.
Read more about our mission and vision here.
About the Role
Marketing a financial product isn't about shouting louder. People are rightly careful with their money and you don't win their trust with hype, you win it with clarity, honesty and the right tone at the right moment. But calm doesn't mean boring. Most fintech companies look and sound the same, our brand and Finn exist to break out of that. Your job is to find that line again and again: bold and surprising in form, calm and trustworthy in substance.
This is a high-agency role, strategic and executional at once. You own how Vwala grows, from the outside in: getting the market to know and trust us, turning that trust into signups, and helping those people reach their first real value. Brand, content, SEO and GEO, campaigns, performance partners and lifecycle comms is one job: build a brand people recognize and trust, and turn it into growth we can measure. You think big and you ship every day, writing, designing, filming, planning, posting, and you steer it on the numbers, not on gut. You won't be alone: we back you with external partners where it makes sense, from performance marketing to specialist help, so your energy goes where it matters most. You'll work closely with the CEO, who is deeply involved in brand and growth, so expect a lot of sparring and ideas to sharpen and bring to life.
You'll know you're winning when people start recognizing Vwala and Finn without being told to, when our users grow month after month and when "have you tried Vwala?" becomes something people say to each other. Getting there means owning the brand day to day, navigating ambiguity, making trade-offs with incomplete information and moving forward when things aren't fully defined.
What you'll do
- Take the Vwala brand, our voice and our character Finn, and bring it to life every day. You don't build it from scratch, you make it sharper, more consistent and more loved
- Live on socials. Post daily, stay relevant, and make Vwala and Finn part of people's feeds: copy, visuals and video. You come up with it, you make it, you ship it
- Run marketing as one engine. You bring brand, content, channels and lifecycle comms into a single system, decide what's worth doing, set up how we measure it, and let the results steer what you scale and what you drop
- Find fresh angles and formats that make people stop and remember us, instead of the forgettable marketing most fintech settles for
- Make sure Vwala shows up where our users actually are: events, sponsoring and partnerships that fit the brand. You figure out where to be and you get us there
- Own how people find us. When someone searches for Vwala, or for the problem we solve, we need to be there. You make SEO and GEO a core strength and one of our biggest growth channels
- Shape the marketing plan together with the founders and turn it into concrete campaigns and content you execute yourself
- Steer our performance marketing. You brief and manage the external partners who run paid, and you own the paid funnel from first impression to signup
- Own our lifecycle communications. Set up and run the mailings and customer flows that welcome, guide and re-engage users, a lot of which lives in Customer.io. You own the messaging layer, hand in hand with product, who owns the in-app experience itself
- Use AI as a daily multiplier to research, write, design, edit and ship faster, doing the work of a much bigger team without losing quality or our voice
- Stay close to the market. You listen to prospects and the wider audience, understand what makes people hesitant about money and feed that back into our message and positioning
- Watch the numbers and trust them. You know which content moves people and which doesn't, and you let that steer what you make next
Who you are
- You're a doer above all. You can write, design, shoot, plan and ship largely on your own, and you'd rather make something today than wait for the perfect brief
- You're a sponge. You pick things up fast, teach yourself what you don't know yet, and figure out tools and channels without a manual. In a small team moving quickly, this matters more than any single skill on this list
- You have strategic instinct for brand and growth, but you only really feel at home when you're building yourself
- A feel for product design is a plus, you'll get to build alongside our product team and shape the product, not just the marketing
- You use AI as a real multiplier, woven into how you work, think and ship. For us this isn't a nice-to-have, it's how we operate
- You want to stand out, not blend in. You're drawn to brands that dare to be different, and you make things get noticed without being loud or gimmicky. You see Finn and our brand as a playground, not a constraint
- You're comfortable in Figma and can make good-looking work independently. Not pixel-perfect, but you can take an idea and make it look sharp
- You know your way around SEO and you're switched on to GEO. Being findable is something you take personally
- You set up how we measure growth, you read what the data is telling you, and you let it steer what you build and scale next
- You think beyond Flanders, drawn to the idea of building a brand that starts local and grows European
- Experience with Customer.io is a plus. You're comfortable setting up mailings and customer flows yourself, and you enjoy getting the timing and the wording right
- Bonus points if you're happy in front of the camera, and especially if you can edit photo and video. Not a must, but a real plus
- You want to help shape not just the product, but the company and culture itself. Read our Operating Principles and if they resonate, you'll thrive here
How we’ll take care of you
We believe in transparency, so our Compensation framework is publicly available. Have a read for all details, here’s an excerpt:
- A competitive salary
- Equity (ESOP). As a Founding Growth Marketer, you can get a meaningful slice of the pie
- Unlimited, flexible vacation policy
- Medical insurance
- Yearly learning budget + unlimited books
- Meal vouchers at €10/day (Belgium)
- Flexible work hours
- Your choice of computing equipment
- Flexible compensation via Payflip (Belgium): convert part of your 13th month into a bike, tech, extra pension, or whatever fits your life
Location
We’re a hybrid team, working together from our Ghent office (MC Square, Oktrooiplein 1) 2–3 days per week, and remotely the rest of the time.
As we’re building both a team and a culture, being present in the office on our “office days” is an important part of how we do that, but we approach this with flexibility and trust.
How to apply
Interested? Reach out to hendrik@vwala.be, tell us what excites you about being early, and we’ll get the conversation started.
