KINDA · Open role
Go-to-Market Lead
Design and execute the go-to-market system for KINDA — turning a complex product at the intersection of ESG, AI, and marketing into a scalable commercial engine.
- Fractional founder role · keep your current job
- ~20% equity · standard vesting and contribution terms
- Founding team of a company being built from day one
Role summary
A system-building role across acquisition, positioning, content, and enterprise sales.
This is not a pure sales role.
You will turn a complex product — at the intersection of ESG, AI, and marketing — into a scalable commercial engine, owning everything from positioning to closing enterprise deals.
Engagement model
Designed as a fractional founder position.
In return, you receive ~20% equity, subject to standard vesting and contribution terms.
For details on structure, time commitment, and conditions, refer to the FAQ.
- You do not need to leave your current job.
- You contribute part-time, focused on high-leverage commercial decisions.
- You work as part of the founding team of the company.
What you'll be working on
- Building the full go-to-market system from scratch.
- Defining positioning for enterprise buyers across ESG, sustainability, and marketing.
- Designing outbound and inbound acquisition strategies.
- Creating AI-driven workflows for lead generation, qualification, and outreach.
- Developing all commercial materials: narratives, decks, demos, and case simulations.
- Closing early enterprise deals.
Core responsibilities
- Translate a complex product into a clear, sellable narrative.
- Identify and prioritize target segments — ESG / sustainability teams and marketing / brand teams.
- Design and execute outbound strategies.
- Build AI agents and workflows for prospecting, enrichment, personalization, and follow-ups.
- Define the full funnel: lead → qualified → meeting → proposal → close.
- Own enterprise sales cycles end-to-end.
- Generate early traction and revenue.
What we are NOT looking for
- Pure sales profiles without system-building capability.
- Marketers without experience in enterprise sales.
- People who rely only on paid acquisition.
- People who need an existing brand or demand to sell.
Required profile
- Strong experience selling to enterprise clients.
- Ability to operate across sales, marketing, and growth.
- High autonomy and execution speed.
- Comfort working with undefined positioning and an evolving product.
Key capabilities
Enterprise sales, regulatory & ESG context, growth systems, AI-driven GTM, content & narrative.
Enterprise Sales — experience closing complex deals with multiple stakeholders; ability to sell to both ESG / sustainability leaders and marketing / brand leaders; strong understanding of long sales cycles and procurement processes.
Regulatory & ESG Context — familiarity with European frameworks such as the Corporate Sustainability Reporting Directive (CSRD); interest or experience in social impact measurement and reporting; ability to translate regulation into commercial opportunity.
Growth & Acquisition Systems — ability to design outbound and inbound systems; experience building lead generation engines from scratch; strong understanding of funnel design and conversion.
AI-Driven GTM — ability to design and build AI agents for lead sourcing, qualification, and outreach personalization; experience using AI tools to scale GTM workflows; understanding of automation vs. signal trade-offs.
Content & Narrative — ability to create high-quality commercial materials (decks, landing pages, case narratives); strong intuition for positioning and messaging; ability to simplify complex systems into clear value propositions.
Why this role is hard
You are creating demand, not capturing it.
This is not demand capture. This is demand creation.
- The product does not fit into an existing category.
- It spans compliance, marketing, and AI.
- It requires educating the market while selling.
Why it matters
KINDA connects regulatory pressure, real-world actions, AI content, and distribution.
The go-to-market system defines whether this becomes a product or a company.
- Regulatory pressure — ESG and auditability.
- Real-world actions.
- AI-generated content.
- Brand and distribution.
Success looks like
- A repeatable system for generating and qualifying leads.
- Clear positioning that resonates with enterprise buyers.
- First enterprise clients closed.
- A scalable GTM engine combining AI and human execution.
Ideal background
- Senior sales / GTM operator in B2B or enterprise SaaS.
- Experience in ESG, marketing tech, or complex B2B products.
- Experience building GTM from zero.
- Comfortable combining strategy and execution.
"Build the system that turns a new category into enterprise demand."
Apply to this role
Build Go-to-Market Lead at KINDA.
Tell us who you are and why this is yours. We read every application and reply within days.