Location: Stockholm, Sweden

Full-time position, hybrid.

About Betao

Betao is a Swedish-French tech company that has spent over a decade building the tools French self-employed entrepreneurs actually need. Since 2013, we've been simplifying the administrative side of running a business — so solopreneurs can spend less time on compliance and more time on the work that matters.

Through Solo.fr and Portail Auto-Entrepreneur, we operate one of the largest platforms and communities for independent workers in France, supporting thousands of businesses with invoicing, payments, tax declarations, and more. Our SaaS platform is lean by design: we build exactly what our users need and nothing they don't.

We're entering an important growth phase. A mandatory e-invoicing reform in France creates a significant market opportunity, and we have the distribution, the capital, and the product to move decisively. We're looking for the CMO who will lead that charge.

The Role

This is a builder's role. Not a stewardship role.

We're not looking for someone to run existing playbooks. We're looking for a marketing leader who will look at a 2.3 million-strong underserved market, a dominant distribution asset no competitor can replicate, and a once-in-a-decade regulatory catalyst, and build the strategy to own it.

You'll work directly with the CEO and leadership team to define how we position our products, acquire customers at scale, and build a brand that French solopreneurs trust by default. You'll also build the marketing organization itself: the team, the infrastructure, the culture.

The person who thrives here combines sharp strategic instincts with genuine hands-on capability. They know how to craft a brand narrative and how to pressure-test a CAC assumption. They understand that SEO is a compounding asset and paid search is a precision instrument, and they know how to use both. They're comfortable in ambiguity and impatient with unnecessary complexity.

What You'll Own

Strategy and positioning.

Define how Solo.fr and Portail-Autoentrepreneur.fr show up in the French market, from high-level brand positioning to segment-specific messaging. Navigate the tension between emotionally-led brand building and performance-driven acquisition, and make a clear case for how to sequence both.

Growth and acquisition.

Design and execute the go-to-market for our next growth phase, including the e-invoicing land grab opportunity. Own the full funnel, paid, owned, earned, partnerships and the metrics that tell us when to scale and when to course-correct. This includes taking direct accountability for our SEO strategy and paid search performance, two channels where we have significant existing assets and room to compound further.

Performance marketing.

Set the standard for how we acquire customers efficiently at scale. You understand the mechanics of SEO deeply enough to direct editorial and technical priorities, and you're fluent in SEA, campaign structure, bidding strategy, quality score, conversion rate optimization. You don't need to run the campaigns yourself, but you need to know when the work is good and when it isn't.

Brand.

Build brands that create genuine preference among French solopreneurs, in a category where every competitor leads with compliance language and feature lists. There is an emotional space available here that no one is occupying yet.

Team building.

Hire, develop, and lead a high-performing marketing team. Set a standard for ownership and craft. Create the environment where strong people do their best work, including strong SEO and performance specialists.

Cross-functional leadership.

Work closely with Product and Tech to ensure marketing and product strategy are tightly aligned. Challenge assumptions, bring market signal into product decisions, and represent the customer's voice at the leadership table.

What We're Looking For

There's no perfect profile, but the strongest candidates will have most of the following:

• Significant experience in a senior marketing leadership role, ideally in B2C SaaS, consumer tech, or a high-growth digital product environment

• A track record of building and executing go-to-market strategies that drove meaningful, measurable growth, not just brand awareness

• Solid hands-on grounding in performance marketing: SEO (technical, editorial, and structural), SEA (Google Ads, campaign architecture, bidding strategy), and conversion rate optimization. You don't need to be an individual contributor today, but you've been one, and it shows in how you lead

• Experience owning or working closely with content and SEO as a long-term organic acquisition channel, ideally on a high-traffic site with real search visibility at stake

• Experience building and leading marketing teams, with a clear philosophy on how to develop strong talent

• Comfort operating across the full strategic-to-executional range, you can set the vision and you can review a media plan or an SEO audit

• Strong intuition for brand and storytelling, backed by rigorous thinking about acquisition economics

• Fluency in both French and English, this is non-negotiable given our market and team

Experience in the French market is a significant advantage. Familiarity with the solopreneur or SME segment, or with fintech or legaltech, is a plus but not a prerequisite.

Our Culture

Betao runs on trust, transparency, empowerment, and compassion. In practice, that means:

We trust each other to ship.

There is no micromanagement here. You own your area and you're accountable for outcomes.

We move fast and course-correct openly.

We communicate what we're doing so that mistakes get caught early and learning happens collectively. Being wrong is fine. Being slow to surface it isn't.

We challenge ideas, not people.

Strong opinions are welcome. So is changing your mind when the evidence shifts.

We create safety by being honest.

Compassion isn't softness, it's the thing that makes it safe to take risks, admit mistakes, and grow.

This culture produces high velocity and high impact. It also requires something from everyone: genuine ownership, intellectual honesty, and the willingness to hold yourself to a high standard without someone else holding you to it.

If that sounds like the environment where you do your best work, we'd like to talk.

What We Offer

• A seat at the leadership table with direct access to the CEO and real influence on company direction

• The scope to build a marketing organization from the ground up during a defining growth phase

• A long-term product with a stable company behind it and an ambitious roadmap ahead

• International culture, Swedish and French, with the best of both

• Flexible hybrid working with a high degree of trust and autonomy

• Office in central Stockholm

• 30 days of vacation per year

• Wellness allowance (5,000 SEK/year)

How to Apply

Send us your application and tell us specifically what you would build at Betao. We're not looking for a cover letter. We're looking for a point of view.