GTM Associate (Full-Time)

Overview

You're the first GTM hire at Emfas, a 6-person AI-powered PIM (Product Information Management) platform for e-commerce companies. You'll split time between creating content from customer insights, running outbound to book demos, and helping new customers get activated. You report directly to founders and touch every part of the customer journey.

Role Snapshot

Company Context

Stage: Pre-seed/Seed (6 employees, no funding data available)

Size: 6 people total

Growth: Hiring their first dedicated GTM person - you're building this from scratch

Market Position: New entrant in AI-native PIM space. Competing against legacy PIM tools (Akeneo, Pimcore, Salsify) and manual spreadsheet workflows. Selling "AI-powered" as the differentiator but market is still learning what that means.

GTM Reality

Pipeline Sources:

• ~90% Outbound - you're building target lists of e-commerce brands, sending cold emails/LinkedIn messages, trying to get founders/ops leads on calls
• ~10% Network/Referrals - founders' connections, maybe some word-of-mouth from early customers
• 0% Inbound - no content engine, SEO, or demand gen yet (that's partly what you'll help build)

SDR/AE Structure: No SDRs. Founders are closing deals. You're qualifying leads and booking demos for them.

SE Support: No dedicated SE. Founders do product demos.

Competitive Landscape

Main Competitors:

• Legacy PIM tools: Akeneo, Pimcore, Salsify (expensive, complex)
• Manual processes: Excel/Google Sheets + copy-paste
• Adjacent tools: Shopify product management, basic CMS features

How They Differentiate: "AI-native" automation for product content - SEO optimization, localization, quality checks built in. Faster to launch products, less manual work than legacy PIMs.

Common Objections:

• "We're managing fine with spreadsheets"
• "How is this different from [legacy PIM]?"
• "We don't have budget for new tools right now"
• "Our team is too small to need this"

Win Themes: Speed to market, content quality at scale, automation that actually works, modern UX vs legacy tools

What You'll Actually Do

Time Breakdown

Content Creation (30%) | Outbound/Pipeline (40%) | Customer Support (20%) | Internal (10%)

Key Activities

• Customer Research & Content: Listen to customer calls (or read notes), pull out insights, turn them into case studies, blog posts, LinkedIn content, or slide decks. You're translating "customer said X worked well" into "here's why this matters" content.

• Outbound Prospecting: Build lists of e-commerce companies (Shopify stores, D2C brands, marketplaces), research decision-makers (ops leaders, product managers, CMOs), write cold email sequences, send LinkedIn connection requests. Expect low response rates - maybe 2-5% reply rate early on.

• Demo Booking & Qualification: When someone responds, you jump on a quick call to understand their product catalog size, current process, pain points. If it's a fit, you book them with a founder for a proper demo. You're trying to book 3-5 qualified demos per week.

• Onboarding Support: Help new customers get connected to their e-commerce platform, understand the AI workflows, troubleshoot basic setup issues. You're not doing deep technical work but you're the first point of contact when something's confusing.

The Honest Reality

What's Hard

• You're wearing too many hats - one day you're writing a case study, the next you're cold emailing 50 people, the next you're helping a customer figure out why their product feed isn't syncing. It's chaotic and you won't feel like you're getting really good at any one thing.

• Outbound is a grind with low response rates - most e-commerce companies get tons of sales emails. You're cold calling people who don't know they need a PIM. Lots of no responses, "not interested," or "maybe later."

• You're learning as you go - no playbook, no manager with 10 years of GTM experience. Founders will have opinions but you're figuring out messaging, targeting, and processes together. Ambiguity is constant.

• Early product = customer confusion - the product is evolving fast. Features break. Customers expect things that don't exist yet. You'll spend time managing expectations and explaining workarounds.

What Success Looks Like

• Booking 10-15 qualified demos per month from outbound efforts
• Publishing 2-3 pieces of content per month (blog posts, case studies, video snippets) that founders can use in sales conversations
• Customer activation rate improving - more customers successfully connecting their catalog and running their first AI workflow without founder hand-holding
• Building reusable assets - templates for outreach, onboarding docs, FAQ content that makes the next hire's job easier

Who You're Selling To

Primary Buyers:

• E-commerce Operations Managers (mid-market brands with 500-5000 SKUs)
• Product Managers at D2C brands
• CMOs/Growth leads at fast-scaling e-commerce companies

What They Care About:

• Speed to launch new products - can they get SKUs live faster without bottlenecks?
• Content quality at scale - can they write better product descriptions without hiring 3 more copywriters?
• Localization - can they expand to new markets without manual translation work?
• ROI on content team - can they do more with their existing headcount?

Requirements

• Early in career (0-2 years) or still studying - this is an entry-level role with lots of learning curve
• Actually uses AI tools daily (ChatGPT, Claude, Notion AI, etc.) - not just "interested in AI" but comfortable prompting and iterating
• Enjoys writing and creating content - slides, docs, blog posts, social posts. You'll be judged on output quality.
• Curious about how SaaS companies grow - reads sales/marketing content, follows startup folks on Twitter/LinkedIn, wants to understand the machinery
• Comfortable with ambiguity and context-switching - you won't have a clean job description or clear priorities every week
• Based in Stockholm and willing to work from Kungsgatan 24 office daily - they want in-person collaboration at this stage