Sr. International Marketing manager

12Build is a construction procurement platform connecting general contractors, subcontractors, and suppliers across the Netherlands, Belgium, Germany, and Denmark. We manage the full procurement workflow, from tender to subcontractor selection, and we compete on network depth: the more of the construction chain that runs through 12Build, the harder our position is to replicate.

Our core markets are the Netherlands and Belgium, and we're actively expanding into Germany and Denmark. That expansion is where this role comes in.

The role

You'll own how 12Build's go-to-market lands in Belgium, Germany, and Denmark — not as a translation function, but as the practical strategist who decides how our positioning, campaigns, and product launches need to change shape for each market to actually convert, so our business effectively grows effectively in each market.

You'll sit at the intersection of product marketing and growth marketing: you take the playbooks and launch plans we build centrally and turn them into market-specific strategy, while feeding what you learn locally back into how those playbooks get built in the first place. You'll also open commercial doors yourself — identifying the trade associations, industry institutes, and government bodies that get 12Build known in a market before a single campaign runs.

Localization isn't one motion for us. General contractors and their preferred Subcontractors and Suppliers buy through relationships, so your business development and stakeholder work will carry most of the localization effort there. Subcontractors also buy via self-service, so localizing that motion means adapting the signup flow, landing pages, pricing page, and in-app onboarding copy for each local market.

You'll report to the Head of Marketing and work closely with Product Marketing, Growth Marketing, Customer Marketing, and Brand Marketing, plus local sales teams in each market.

What you'll do

Market localization & positioning

• Adapt core product positioning, campaigns, and content for Belgium, Germany, and Denmark, accounting for communication style, business culture, terminology, and buying behavior, not just language.

• Localize our self-service signup and onboarding funnel for each new market: landing pages, pricing presentation, in-app copy.

• Adapt our international brand and messaging guidelines for local cultural fit, market by market.

Regional GTM strategy & campaign execution

• Turn central campaign strategy into market-specific tactics, e.g. in-person events and seminars where that's how a market buys, digital-led campaigns where it isn't.

• Work with the Growth Marketing team so regional campaigns roll into the same reporting and attribution model as the rest of the funnel.

Business development & market entry

• Identify and build relationships with the trade associations, industry institutes, and government or procurement bodies relevant to construction in each market.

• Own regional marketing budget proposals and execution within the Head of Marketing sign-off.

Product launch localization

• Partner with Product Marketing to localize go-to-market plans for new features and packages, so launches land with the same rigor across every active market.

• Feed local market insight, such as competitor moves, buyer behavior, digital adoption trends, back into product marketing and roadmap discussions.

AI-assisted scaling

• Use AI tools for content generation and localization at scale, while owning the cultural and strategic judgment calls the technology can't make.

What success looks like in your first year

• A localized go-to-market playbook live for at least one new market, with measurable campaign output, so not just translated assets.

• At least three named commercial stakeholder relationships actively contributing to market presence.

• One product launch executed with full local adaptation across all four markets.

• Subcontractor signup and activation in at least one new market at parity with our Netherlands benchmark.

Sven’s tip for new 12Builders:

“Finding your own style and using it to inspire your colleagues is strongly encouraged!”

Who is 12Build?

With a healthy dose of Drive, Openness and Happiness, we are building a transparent construction sector. We are not only a SaaS platform that connects construction companies and promotes collaboration, we are also the market leader in the Netherlands. We have been around for almost twenty years and we are still growing. Our team now consists of more than 90 colleagues, working together from two offices and various home offices throughout Europe. A large part of the construction world in the Benelux, Germany and Denmark already works on our platform and uses our software on a daily basis. And we have the ambition to conquer the whole of Europe!

Must-have

• 5–7 years in B2B marketing with a track record in localization, regional marketing, or international market development.

• Deep cultural fluency in at least two of our growth markets (Belgium, Germany, Denmark), with working English plus at least one of German or Danish. Dutch is a pré.

• A demonstrated ability to adapt product marketing and go-to-market plans for regional audiences — not just translate them.

• Comfort building market-entry strategy and stakeholder relationships from a blank page, with a hands-on execution style, aligning strategy, tactics, execution and performance tracking.

Nice-to-have

• Background in or affinity with construction, manufacturing, or industrial B2B sectors.

• Working experience with AI tools for content creation and localization as a core part of your workflow.

• Familiarity with source-to-contract, procurement, or B2B platform businesses.

• Basic familiarity with self-service or product-led growth funnels.

What do we offer you?

• You choose your own hardware. Windows, Mac, Linux: anything is possible.

• The option to work both at home and at the office. You will receive a home working allowance for the days you work from home (€75 net per month if you work from home full-time).

• If you work at the office, you can leave your lunch box at home; we provide a free lunch every day.

• Working in an organisation where culture really is number one. Read here how we do that.

• Regular fun outings, team days, speakers and workshops.

• No towering hierarchical layers. Just a flat organisation with short lines of communication, which makes things easy.

You've taken the time to read this text all the way through. That says it all, right? So feel free to apply!

Do you have any questions or are you still a little unsure? No problem! Feel free to send an email to Niels (Recruiter; n.jordens@12build.com)

See you soon!