Head of B2C Marketing

Onoff is a European neo-telecom and SaaS company reinventing how people communicate.

We operate consumer-grade apps built on real telecom infrastructure, blending software velocity with carrier-level reliability.

Founded by Taïg Khris, with teams in Paris and Tallinn, Onoff runs multiple live B2C products and is entering a new scale phase with Onoff Mobile and a reinforced consumer monetization strategy.

The role

As Head of Marketing B2C, you own consumer growth, brand, and app monetization.

You are accountable for how Onoff’s consumer apps are:

• Positioned

• Understood

• Adopted

• Monetized

This is a senior product-selling role, not just a marketing role.

Your job is to turn app features into revenue, and usage into long-term subscriptions.

You sit at the intersection of product, brand, growth, and lifecycle, with clear responsibility on commercial impact.

Key responsibilities

1. Consumer positioning & product value narrative

• Own the B2C value proposition across all consumer apps

• Define use cases, differentiation, and “why Onoff” vs alternatives

• Translate complex telecom and product features into simple consumer benefits

• Build messaging that sells:

  • In ads

  • In app stores

  • On the website

  • Inside the product (paywalls, upsell, feature discovery)

2. App product selling & monetization strategy

• Own how Onoff’s apps sell themselves:

  • Pricing presentation

  • Subscription framing

  • Feature packaging

  • Upgrade paths

• Define and optimize:

  • Free → paid conversion mechanics

  • Trials, freemium logic, and paywalls

  • Cross-sell / upsell between B2C products

• Work closely with Product on:

  • Monetization experiments

  • Feature prioritization with revenue impact

  • Launching monetizable features with clear value perception

You are expected to understand and challenge product choices from a consumer and revenue standpoint.

3. Full-funnel B2C growth

• Own the full B2C funnel:

  • Acquisition → activation → engagement → retention → monetization

• Partner with the Acquisition Lead on paid channels while owning:

  • Messaging

  • Creative direction

  • Funnel logic

• Develop scalable organic levers:

  • ASO (store visibility + conversion)

  • Referral mechanics

  • Partnerships

  • Community / PR / influencers when relevant

4. Brand & consumer trust

• Build a strong, premium, and trustworthy European consumer brand

• Ensure consistency across products, markets, and channels

• Own consumer-facing storytelling and communication strategy

• Make Onoff feel:

  • Simple

  • Reliable

  • Modern

  • Worth paying for

5. Lifecycle & CRM-led revenue growth

• Own lifecycle strategy with a commercial mindset:

  • Onboarding that drives activation

  • Messaging that leads to paid conversion

  • Retention and win-back programs that protect LTV

• Build segmentation and personalization frameworks

• Drive measurable impact on:

  • Conversion rate

  • Retention

  • ARPU / LTV

6. Product × Marketing execution

• Work tightly with Product and Design to:

  • Bring consumer insights into the roadmap

  • Ensure features are understandable and sellable

• Own app store performance:

  • ASO

  • Ratings & reviews

  • Store visuals and copy

• Ensure consistency between:

  • App stores

  • Website

  • In-app messaging

  • CRM

7. Metrics, experiments & operating cadence

• Define and own B2C success metrics:

  • Activation

  • Conversion to paid

  • Retention

  • ARPU / LTV

• Run a disciplined experimentation loop:

  • Hypothesis

  • Test

  • Learn

  • Scale or kill

8. Team & partners

• Lead the B2C marketing team and external partners

• Cover brand, content, lifecycle, PR, and product marketing

• Ensure execution excellence with clear priorities and measurable outcomes

First 6–12 months priorities

• Clarify and unify B2C positioning across all consumer apps

• Improve app store conversion and subscription framing

• Strengthen onboarding and activation to drive paid conversion

• Launch a repeatable GTM and monetization playbook for new features

• Build sustainable growth and revenue loops (ASO, lifecycle, referrals)

Ideal profile

• 8–12+ years in B2C app / subscription marketing

• Strong expertise in:

• App product marketing

• Monetization & subscription models

• Lifecycle and retention growth

• Proven ability to sell digital products, not just acquire users

• Data-driven, but with strong product and consumer intuition

• Fluent in English and French