Growth Marketing Lead (GTM) - PropTech AI

The Company:

Our client is an early-stage AI startup building an automation platform for UK lettings and estate agencies. Their product sits on top of the agency's existing PMS/CRM and runs the day-to-day operational work — prospecting, viewings, maintenance, compliance and arrears — including an AI voice agent that answers the phone when the branch can't. Agencies across the UK are already live in pilots.

The Role:

This is the company's founding Growth hire. You'll own the growth function and build the team behind you.

The product works — the market doesn't know yet. Residential agents are busy, sceptical, and have been pitched a dozen "AI" tools this year that all overclaimed. The job is to cut through that: find the message that makes an agent lean in, build the engine that puts the product in front of every agency in the country, and make it the first name they say when they think about AI for their business.

This is a build-it role, not a run-the-machine role. If you want a finished playbook and a budget to deploy, this isn't it. If you want to author the demand and the story for a company building a category, it is.

What you'll do:

• Set the positioning and the message that makes a busy, sceptical letting agent lean in — and prove it lands.
• Build the demand engine: content, events, organic, founder-led and paid social. You'll have significant autonomy to define the GTM approach as well as execute it.
• Own the funnel from first touch to qualified demo, and hand sales a consistent flow they can work.
• Get close to the customer: talk to agents, sit on sales calls, and turn what you hear into the message and the campaigns that drive results.
• Measure every channel you build. You know what's working, why, and what to do about it.
• Hire and build a small team behind you once the motion is working and the playbook is there.

Who you are:

• You've built demand from near-zero in a vertical or SMB B2B market, and you can point to the direct contributions that led to success.
• You're comfortable selling something the market doesn't yet know it needs, to a non-technical, time-poor, sceptical buyer.
• You move fast and run lean, with the initiative to solve the problems that come up.
• Hands-on with AI. You've actually used LLMs or AI agents in your own work — a Custom GPT, a Zapier flow with an LLM step, a prompt-engineered workflow, a side project. If not yet, you'll get there before you start and show it by week two.

What good looks like:

• Month 1: you know the market as well as the founders do, or better. Twenty agents spoken to, sales calls sat on, and the one sentence that makes an agent care, proven to land.
• Month 3: new positioning and site narrative live, and a repeatable, measurable flow of qualified agency demos sales can work.
• Month 6: marketing-sourced pipeline is a measurable share of new business, with payback you can show on the first paying cohorts.
• Month 12: the company is a name agents recognise, a small team is in place, and demand is pulled rather than pushed.