Overview
You're building the entire growth marketing function from scratch at Cherrytree, a cofounder agreement platform that's raised a massive war chest relative to their 2-person team. Your job is to spend hundreds of millions of dollars testing channels, building pipeline, and figuring out how to reach early-stage founders before they have cofounder problems. This is a 0-to-1 build with essentially unlimited budget but also unclear product-market fit.
Role Snapshot
| Aspect | Details |
|---|---|
| Role Type | Head of Growth Marketing (first marketing hire) |
| Sales Motion | Unknown - you'll need to figure it out |
| Deal Complexity | Low friction (likely self-serve or low-touch), but category education heavy |
| Sales Cycle | Likely days to weeks for individual customers |
| Deal Size | Unknown - probably sub-$1K per agreement |
| Quota (est.) | Undefined - you'll set the benchmarks |
Company Context
Stage: Unknown, but claim "hundreds of millions raised" (unusually high for 2-person team)
Size: 2 employees total
Growth: Pre-GTM - you're hire #3 and building everything
Market Position: Category creator - most founders don't think about formal cofounder agreements until it's too late
GTM Reality
Pipeline Sources:
- 0% Inbound currently - no existing marketing engine
- You'll test: Paid acquisition, content, partnerships with accelerators/VCs, viral/PLG mechanics, community building
- Main challenge: reaching founders at the exact moment they're forming a team (narrow window)
SDR/AE Structure: Likely none - you'll determine if this needs a sales team or can be self-serve
SE Support: N/A
Competitive Landscape
Main Competitors: Generic legal templates, law firms, DIY approaches, inertia (most founders just don't do this)
How They Differentiate: Guided process vs legal documents, expert-designed vs generic
Common Objections: "We trust each other, we don't need this", "We'll deal with this later", "This seems expensive for where we are"
Win Themes: Horror stories of cofounder breakups, investor requirements, preventing future disputes
What You'll Actually Do
Time Breakdown
Channel Testing (40%) | Analytics/Reporting (25%) | Team Building (20%) | Strategy (15%)
Key Activities
- Budget allocation across channels: You have a huge budget and no historical data. You'll run experiments across paid search, paid social, content, partnerships, events, community - trying to find what drives qualified signups at acceptable CAC
- Dashboard building: Create reporting infrastructure from zero. The joke in the post about "sexy dashboards nobody looks at" is real - you'll spend time building attribution models that may not matter yet
- Hiring decisions: Decide what to build in-house vs agency, whether you need specialists or generalists first, when to hire SDRs vs keep it self-serve
- Category education: Most founders don't wake up searching "cofounder agreement tool." You're creating demand through content, thought leadership, partnerships with accelerators - the long slow work of making people aware they have a problem
The Honest Reality
What's Hard
- You're educating a market that doesn't know it needs this product, with pressure to deploy massive capital quickly
- Very unclear product-market fit or go-to-market strategy - you're figuring out everything from buyer persona to channel mix to pricing
- High risk of burning money on channels that don't work because the buying moment is so narrow (founders forming companies)
- The sarcastic job posting suggests the founders know marketing is messy and hard - you'll live with failed experiments and shifting KPIs
- 2-person company means no infrastructure, no process, no historical data - everything is greenfield
- Pressure to show results fast despite being category creation work ("blame sales for leads you made" suggests tension between growth and revenue)
What Success Looks Like
- Find 1-2 channels that drive qualified signups at sub-$X CAC (you'll define X through testing)
- Build repeatable playbook that junior marketers can execute as you scale the team
- Generate enough pipeline that the company decides whether they need a sales team or can stay self-serve
- Don't blow the entire budget on vanity metrics - maintain discipline despite massive war chest
Who You're Selling To
Primary Buyers:
- First-time founders forming teams (often technical, age 25-40)
- Founders who've been burned before or heard horror stories
- Founders being pushed by investors/lawyers to formalize their partnership
What They Care About:
- Speed and ease - they're busy building, don't want to spend weeks with lawyers
- Credibility - is this actually enforceable and investor-ready?
- Cost - they're pre-revenue, watching every dollar
- Not feeling like they're "lawyering up" against their cofounder (trust dynamics)
Requirements
- 8+ years in growth marketing, with at least 3-5 years leading growth at a venture-backed startup
- Experience building marketing from 0-to-1, not just scaling existing motion
- Comfortable with ambiguity and failed experiments - the sarcastic tone suggests they want someone who knows marketing is messy
- Strong analytical skills - you'll build all reporting and attribution from scratch
- Experience with founder/B2B audiences (not consumer)
- Track record of deploying large budgets efficiently across multiple channels
- Thick skin for the inevitable "what are we getting for all this spend?" questions when experiments fail
- Willingness to join a 2-person company with all the chaos that entails