Founding GTM Lead

Core Responsibilities

You own how Ami enters the market.

Your responsibility is not to run a marketing function around an existing product. You will refine and execute the go-to-market strategy for a new consumer category from the ground up: who Ami is for, how we communicate it, how we launch it, where consumers discover it, how distribution translates into adoption, and how we build a repeatable engine from initial hype to millions of devices in the market.

Ami sits in an unusual position. The end user is often a senior, while the person discovering, purchasing or recommending the product may be their child, healthcare provider, insurer, retailer or another trusted party. Building the GTM therefore requires understanding both consumer psychology and complex distribution.

You will work directly with the founders across product, brand, distribution and launch.

• Launch strategy: own the GTM plan from pre-launch through launch and scale, including sequencing, audience strategy, channel strategy, launch moments and geographic expansion
• Consumer insight: deeply understand seniors, their adult children and the different motivations behind using, purchasing and recommending Ami. Turn qualitative insight into positioning, product decisions and acquisition strategy
• Distribution activation: work directly with our distribution partners to turn agreements into sell-through. Build the playbooks, messaging, training, merchandising and activation required for Ami to succeed through partners
• Demand generation: build the initial acquisition engine across paid, organic, referral, PR, creators, community and unconventional channels. Determine what scales rather than assuming a traditional channel mix
• Brand and storytelling: develop the narrative around Ami and Domera Labs together with the founders. Translate technically complex AI and hardware into communication that is simple, emotional and credible
• Growth experimentation: rapidly test messaging, audiences, pricing, offers, acquisition channels and onboarding funnels. Establish the measurement infrastructure and operating cadence required to learn quickly
• Launch operations: coordinate product, hardware availability, distribution, PR, creative, customer support and growth so that the entire organization is aligned around launch
• Retention and referrals: GTM does not stop at purchase. Understand activation, engagement, retention, subscription conversion and word-of-mouth, and work with product to improve each of them
• Build the function: this is initially a highly hands-on role. Over time, hire and lead the team across growth, brand, communications, lifecycle and other GTM functions as we scale

What we are looking for

• A builder's mindset: ship > fail > learn > improve
• Extremely strong consumer intuition. You understand why people adopt products, not just how to buy impressions against them
• You can move between high-level strategy and execution without needing a large team or agency around you
• You are comfortable entering a market where the category, messaging and playbook do not yet exist
• Strong taste and judgment around positioning, storytelling and brand
• You can simplify technically complex products without making them sound generic
• You are highly analytical about funnels, unit economics, cohort behavior and channel performance
• You move quickly and are comfortable changing your view when the market gives you new information
• This is a founding-level position. You will work directly with the founders, define how the company goes to market from the ground up, and see the result of your decisions in consumers' hands within months, not years

Experience

We care significantly more about what you have built than your title or number of years of experience.

The strongest candidates will have done some combination of the following:

• Built or materially scaled the GTM of a mass-market consumer product
• Launched a new consumer product or category from near-zero awareness
• Worked on a physical consumer product where launch timing, inventory and distribution matter
• Built a consumer acquisition engine across multiple channels rather than optimizing a single paid channel
• Owned positioning or messaging for a product that consumers initially struggled to understand
• Worked closely with retail, telecom, insurance, healthcare, enterprise distribution or other large channel partners while maintaining a strong direct relationship with the end consumer
• Built growth loops involving referrals, communities, partnerships or word-of-mouth
• Owned subscription economics including CAC, conversion, retention, churn and LTV
• Operated successfully in an early-stage company where strategy and execution are the same job

Bonus: experience in consumer hardware, AI products, consumer subscription businesses, products targeting older demographics, family-oriented products, healthcare distribution, retail launches, telecom, insurance, or building a brand that became culturally relevant.

What success looks like

The objective is not simply to generate awareness around Ami.

Success means creating a market where consumers understand what Ami is, want it, talk about it and recommend it, while building the distribution and acquisition infrastructure capable of turning that demand into millions of devices in the field.

You will be responsible for finding the path from the first thousand highly engaged users to mass-market adoption.