Founding Marketer - Brand and Demand

Workyard is a growing startup focused on the U.S. construction and trades markets — an industry where $300 billion is spent annually on labor. We're the operating system for contractors. We started with the most unglamorous problem in construction — accurate time cards — and solved it well enough that contractors trusted us with more: job costing, scheduling, payroll, and the intelligence that protects their margins. We sell to the people who build the physical world. Skeptical. Burned by software. They care about making things easy for their crew. They don't buy "AI-powered platforms", they buy the thing that fixes the problem they had last Friday. We’re lean, efficient and growing fast. Workyard is a market-leading product, with clear PMF. The right marketing leader is a force multiplier from here. Why this role exists Workyard's growth team captures the contractors actively shopping for what we do: paid acquisition, AEO, and product-driven growth. That machine works. The goal of this role is different: attract more contractors to the brand and build market demand. Stop waiting to be found. Make Workyard the name contractors already know before they're shopping, and pull more of the market into our category in the first place. That happens where contractors live, not where they search — trade events, LinkedIn, Facebook groups, the partners who already have the relationships we want, the conversations contractors have with each other when nobody's selling. The person we hire will: Sharpen how we pitch Workyard so the right contractor leans in within five seconds. Show up at the events, communities, and channels where contractors are, and make Workyard unignorable there. Make sales and partnerships dangerously effective. Turn happy contractors into our most valuable asset — case studies, references, advocates, and expansion revenue inside accounts we've already won. Scope: Everything marketing except paid acquisition, AEO/SEO, and product-driven growth. Brand, positioning, demand gen, enablement, and customer marketing all sit with you, day one. What you'll own Market positioning. How we describe Workyard, who it's for, what makes us different, why a contractor cares in five seconds. The home page. The sales deck spine. The way we show up against competitors. The message through every channel. The most important thing you'll do. Demand generation. Brand and demand built through events, LinkedIn, community, forums, content, partnerships — wherever our audience already lives. You go to events. You talk to contractors. You make Workyard unignorable. Customer marketing. The funnel doesn't end at the close. Case studies, references, testimonials, advocates, expansion revenue inside accounts we've already won. Customer stories are the fuel for everything else — sales calls, the website, events, partner co-marketing. The highest-leverage work in your scope. The craft Every surface Workyard shows up on — homepage, sales deck, booth at World of Concrete, LinkedIn post, partner one-pager, case study video, cold email, trade show banner — has to earn attention from a skeptical, time-poor contractor in seconds. That craft is the job. Positioning, copy, and content aren't separate from the things they live on; they're the same craft applied across surfaces. You're world-class at communication and judgement — the pitch, the words, the structure, the spine of a deck or a homepage, you produce yourself. For visual direction, video, events, booth design — you don't have to be the maker, but you have the taste and the spine to push agencies and freelancers to genuinely great work and reject anything below that bar. How this role works Every part of this function gets built the same way: do it yourself first, prove what works, then invest capital to scale it. Write the first case study yourself before figuring out the repeatable process. Go to the event before sponsoring ten of them. Build the sales deck before standing up a deck process. Make partner co-marketing work with one partner before scaling to twenty. The 0→1 is your job, personally. The 1→10 is what you organize once you know what good looks like. When a play is proven, Workyard puts capital behind it — a hire, an agency, a sponsorship, a content engine, an events budget. You'll have real budget and the authority to deploy it. If you'd rather start with a team and direct the work, this isn't the role. If you love the 0→1, then scaling what you've proven, this is exactly the job. What good looks like in 12 months Anyone on workyard.com understands in 30 seconds how we're going to transform their business and why we're different — and the page is converting visitors to pipeline at a rate that justifies traffic investment. We're the brand contractors recognize on a trade show floor — and the one their peers recommend in private groups — with inbound demand and brand-search volume to show for it. A steady pipeline of customer stories that sales and partners reach for as their first close move — and which are demonstrably lifting win rates and shortening cycles. Partners (payroll, accounting, GCs) pulling us into deals because we've given them real ammunition — partner-sourced pipeline is now a material, named line in the forecast. For each pillar, we've moved from "proven" to "scaling": each is contributing a quantified, growing share of pipeline and closed-won, with CAC payback inside our target and a clear answer to "what does the next dollar buy." Marketing is sourcing or influencing a significant percentage of new ARR, and revenue is growing at a faster rate as a direct, traceable result of the work in these pillars. Who you are You're likely one of two people. The unproven operator with a chip on your shoulder. A few years out of school, not from a marketing background — you studied something serious and challenging, did a stint in consulting, finance, ops, or product. You're passionate about entrepreneurship, and decided you want to build GTM at a startup. Abnormally smart. Painfully self-aware. You've taught yourself more about positioning, distribution, and persuasion than most marketing managers we've interviewed. You want a hard job that grows you fast. You’ll probably start your own company 5 years from now. The operator who knows what good looks like. You've been on a great team — learning from people who set a high bar, watching what worked, building the artifacts — and you're ready to lead it yourself now. Or you've done this once or twice at an early-stage company, results were real, and you love this stage enough to do it again. Either way: you write copy, sit on sales calls, go to events, know which dashboards to check on a Monday. Either way, you have: World-class craft. You produce great work yourself and direct other people's to a high bar. Homepage copy, deck spine, booth design, partner one-pager — every surface is on you. Strategy that doesn't translate into artifacts doesn't count here. A listener who turns signals into story. You'll get on calls, visit job sites, and shadow sales until your gut for this audience is sharper than the CEO's. You catch the throwaway line on a sales call that becomes the next headline. Listening is your raw material; story is what you make from it. A doer's instinct, self-fueled. You'd rather ship rough today than polished in three weeks. Nobody has to keep you accountable. Load-bearing. You absorb problems, you don't pass them around. You go from "I don't know how" to "here's how I did it" without the org hand-holding you through the middle. You’re resourceful & technical . You can analyze data and use it to make decisions. You figure out how to use systems with zero help to get things done. Intellectual curiosity. You go deep on things you don't understand. You enjoy learning the strange details of construction or anything you’re trying to figure out. You’re always asking: why? Strategic teeth. You can sit across from the CEO and argue about prioritization, positioning trade-offs, and what to kill — backed up by the work you've personally done. Commercial obsession. Pipeline and revenue are your scoreboard. Every program is accountable in dollars; nothing hides behind "brand." You cut what isn't earning its place, even when it's yours Who this is not for Anyone who needs a team of seven to do their job. You'll have a budget and the ability to hire, but the early weight is on the player. Strategists who can't produce. If you can describe what good looks like but can't make it, this role won't work. Anyone from a 1,000-person company expecting that level of polish, process, or support. The work here is rawer. Anyone who needs the org to solve their problems. This role is load-bearing, you absorb load, not create it. Anyone who thinks positioning is a quarterly offsite, not a daily practice. Anyone who measures themselves by team size, budget, or title rather than what they've shipped. Anyone uncomfortable on job sites, with contractors, or being told a headline doesn't work. Anyone who'd rather build personas from a research deck than from 20 hours of recorded sales calls. The signal lives in the calls. People who lead with "AI-powered" or "transformative."We lead with what actually matters to contractors: real outcomes, real numbers, no hype. The setup Location. SF Office. Remote OK in Pacific or Central time. Happy to travel to events and customers as required. Reports to. CEO, based in Sydney. Working-hours overlap matters. Team. You start as an individual contributor. Build a team over time as the work earns it. Comp. Competitive base plus meaningful equity. Workyard is equity-forward, a real shot to own a piece of a lean, growing company with a long way left to run. How to apply Send us a 2 minute Loom/video on why you are a great fit for this role, and why it’s a great move for you. Make us want the call. Skip the cover letter. Skip the boilerplate.