Origin
Hiring now
Marketing Lead
Bengaluru, Karnataka, IndiaFull-timePosted 5 weeks ago
Origin
ApplyOrigin
Hiring now
Bengaluru, Karnataka, IndiaFull-timePosted 5 weeks ago
Origin
ApplyOrigin (previously 10xConstruction) is building general-purpose autonomous robots for US construction to tackle rising costs, safety risks, and labour shortages. Our modular, multi-trade platform combines purpose-built hardware with real-time site intelligence to navigate complex environments and execute tasks with precision. Trained in high-fidelity simulation and already deployed on live sites, our robots deliver 5x faster execution, 250%+ margin expansion, and significant cost savings. Join India’s most talent-dense robotics team consisting of individuals from IITs, Stanford, UCLA, etc.
As Marketing Lead, you will own how Origin is understood by contractors, developers, partners, press, and investors, and build the marketing function that turns that understanding into demand for OG1.
Construction robotics is an understood category. Origin's position inside it is not: one general-purpose robot that performs every interior-finishing trade starting with compound application, sanding, priming, and painting and adding other interior workflows, in a market conditioned to expect a separate machine for each task. Making that idea land is patient, repeated work, and it is the core of this role.
You will define the positioning, build the awareness engine behind it, stand up always-on demand generation that produces qualified conversations, find and win the stages where a working robot deserves to be seen, and hold every internal department and external agencies and partners to one visual and verbal system.
Because Origin sells across India, the United States, Europe, and Asia Pacific, you will also build a marketing plan for each region rather than one global plan that fits none of them. You will have a Creative Content Producer working to your plan, alongside creative, content, and PR agencies and freelancers, and you will be the person who keeps all of them pointed at the same narrative and coordinated around the same release calendar. For the first year you are the marketing team: you will set the strategy and you will also fix the product page, write the brief, and staff the booth.
1. Positioning and Category Awareness
- Define Origin's category position, the proof behind it, what it displaces, and what it is routinely confused with.
- Build audience-specific message tracks for general contractors, interior and drywall subcontractors, developers and owners, partners, press, and investors.
- Run a sustained awareness plan of explainers, demonstrations, comparisons, briefings, and formats that move audiences from "a robot that plasters and paints" to "a platform that does all interior works."
- Write and maintain objection handling for the questions that decide deals, including why a general-purpose platform beats single-task machines and manual crews.
- Test messaging in real sales calls, pilots, partner meetings, and investor conversations, and change it on evidence rather than opinion.
- Keep one approved boilerplate, product description, and narrative live across the website, decks, brochures, outbound, job postings, and investor material.
- Build named, repeatable formats Origin owns outright, a series people subscribe to rather than stumble across, instead of campaigns that end and leave nothing behind.
- Hold the line that renders explain and footage proves: claims about OG1 are backed by real site evidence, because the buyer has been sold construction robotics before and it did not work.
2. Demand Generation
- Build always-on channels with playbooks, owners, budgets, and locked measurement, so pipeline does not depend on the event calendar.
- Run a monthly campaign rhythm with documented experiments covering hypothesis, result, learning, and decision.
- Own the website and product pages as working sales surfaces, not brochures.
- Make Origin the source AI answer engines quote: canonical explainers targeting what a contractor actually asks, structured for search and for generative answers rather than written as keyword filler.
- Own tracking, source capture, UTM discipline, and attribution hygiene end to end.
- Report qualified conversations and cost per qualified conversation by channel and by region.
- Route inbound enquiries to Sales quickly, with source, segment, and region recorded.
3. Events, Showcases, and Industry Presence
- Own the showcase portfolio across trade shows, pavilions, speaking slots, panels, awards, innovation programme, demo days, customer and partner site demonstrations, industry bodies, press and analyst briefings, and investor events.
- Actively hunt for opportunities Origin is not already tracking, and qualify each on audience fit, buyer density, cost, and effort before committing.
- Work every membership and sponsorship Origin already pays for until it delivers the visibility it promised.
- Write and submit speaking abstracts, panel proposals, and award nominations against a tracked deadline calendar.
- Run each committed appearance to a written brief agreed with the internal team and the event coordinator, covering objective, demo plan, staffing, collateral, lead capture, and follow-up ownership.
- Score every paid appearance against cost within thirty days, and make the renewal recommendation from that number.
4. Brand, Design, and Messaging Consistency
- Publish and maintain Origin's brand and messaging system, covering logo and colour usage, typography, imagery and robot photography standards, diagram conventions, templates, product naming, and approved terminology.
- Roll the system out to Sales, Engineering, Hardware, Deployment, People, and leadership with the templates each team actually needs.
- Review externally published technical material for terminology and message consistency without dulling its technical accuracy.
- Make the compliant path the easy one through templates and a fast request route, rather than policing after the fact.
- Keep design, messaging, and product naming consistent across web, decks, documents, event collateral, site signage, and technical documentation.
5. Product Marketing, Launches, and Campaign Coordination
- Build the launch playbook and run it on OG1 milestones, from positioning and proof through assets, channels, internal readiness, and post-launch review.
- Own the release calendar and coordinate every party against it — the Creative Content Producer, creative and content agencies, PR support, Sales, Deployment, and Engineering — so product milestones, content, events, and announcements land together rather than separately.
- Write the single narrative brief that the content team, agencies, and freelancers all work from, so one campaign does not arrive in three different voices.
- Run the approval and review flow for campaigns and releases, with clear owners, deadlines, and a final sign-off that does not sit with the founders by default.
- Equip Sales with the enterprise kit before they ask: pitch narrative, RaaS economics and ROI material, pilot evidence, case studies, compliance one-pagers, and the objection library.
- Maintain competitive positioning and comparison material against other construction robotics players and manual alternatives.
- Support fundraising and partnership conversations with accurate, current narrative material.
- Write and run a marketing plan for each active market, covering the local buyer, the labor-cost and ROI argument, the competitive set, regulatory message constraints, localization, channel mix, local events, and partner support.
- Localize messaging rather than translating it, and validate it in-market before scaling.
- Report each region against its own baseline and recommend where budget should move.
7. Founder Voice and Employee-Generated Content
- Run the founder-voice programme: three co-founders with genuinely distinct public voices and distinct territory — company thesis, autonomy and physical AI, hardware reality — supported to publish on a cadence without being flattened into one house tone.
- Build and run an employee-generated content programme across deployment, operations and engineering, with voice guides, prompt packs, capture kits, and an approval flow simple enough that nobody has to be a writer.
- Keep the trust hierarchy straight: a post from a deployment lead on a live site does something a company page structurally cannot, and the programme should be designed around that.
8. Working With the Content Team, Agencies, and Partners
- Direct the Creative Content Producer against a quarterly plan tied to the awareness, launch, and demand priorities, and make sure they walk into a running system rather than a blank calendar.
- Select, brief, review, and manage creative, content, video, PR, and design agencies and freelancers against a defined standard, a budget, and an agreed set of deliverables.
- Coordinate in-house and external creative on the same campaign without duplicated work or conflicting narratives, including where an agency owns production and Origin owns the message.
- Hold external partners to measurable outcomes, review performance on a set cadence, and make the renew, renegotiate, or end call on evidence.
- Work daily with founders, engineers, deployment, and sales to find the strongest stories and get them out quickly, and support each founder's public voice without flattening it into one house tone.
- Five or more years in B2B marketing, including time owning the function, its number, and its budget rather than a single channel within someone else's plan.
- Demonstrated product marketing experience: you have taken a product to market, not only run campaigns for one.
- A track record of positioning work that outlasted you — messaging other people adopted and repeated.
- Proven ownership of demand generation against a pipeline number, with the ability to state your cost per qualified conversation without a week's preparation.
- Experience marketing to enterprise buyers with committee decisions and multi-month sales cycles.
- Ability to work hands-on and strategically at the same time, in a company where there is no one else to hand the work to.
- Strong writing: you can produce a positioning document, a launch plan, a one-pager, and a conference abstract yourself.
- Comfort with analytics, tracking, attribution, CRM, and marketing automation, and the discipline to keep the data clean.
- Ability to hold your own with engineers, get a technical claim right, and make a complex physical product clear without flattening it.
- The discipline to market on evidence rather than claims, to a buyer who has been promised this before: you reach for proof from real sites ahead of a better-looking render, and you can tell the difference between marketing that argues with doubt and marketing that removes the reason for it.
- Comfort enabling other people's voices — founders, engineers, operators — rather than putting everything through a single corporate channel.
- Experience running events or field marketing as a pipeline channel, not as logistics.
- Experience directing creative people and external agencies against a defined standard, and coordinating in-house and outsourced creative on the same release without the work colliding.
- Experience running a release or campaign calendar across several teams and holding it, including the unglamorous coordination that makes a launch land on one day rather than over three weeks.
- Comfort working around engineers, hardware, robots, workshops, labs, testing areas, and live construction sites.
- Willingness to travel domestically and internationally, including to customer sites and trade shows.
- Genuine interest in robotics, construction, startups, and physical products.
- Experience marketing a physical product in robotics, hardware, manufacturing, automotive, construction technology, industrial automation, or aerospace.
- Experience selling into construction, real estate, infrastructure, or field-service buyers.
- Experience marketing a subscription, leasing, or as-a-service commercial model.
- Experience building a brand and design system that technical teams actually adopted.
- Experience running marketing across more than one country or region, including localization.
- Experience with account-based marketing against a named target list.
- Experience building a category or evangelizing an unfamiliar product class.
- Experience supporting fundraising with narrative and investor-facing material.
- Experience working with press, analysts, or industry associations.
- Experience on the client side of an agency relationship — scoping, briefing, and getting real output from a narrative, content, or PR partner.
- Experience with AI-assisted marketing tooling used for real leverage rather than novelty.
- Familiarity with construction workflows, jobsites, and industrial environments.
Applicants must share examples of their own work: a positioning or messaging document, a launch plan, a campaign with its results, or a piece of enablement material you wrote.
We are especially interested in work involving technical or physical products, unfamiliar product categories, enterprise buyers, and results you can attribute to your own decisions.
Shortlisted candidates will be asked to complete a short practical assignment on positioning and launching OG1.
- The opportunity to define the category position of an early-stage robotics company, rather than inherit one.
- Ownership of an entire marketing function, its budget, and its first hires.
- Direct work with founders, engineers, robots, customer demonstrations, and field deployments.
- Experience marketing a physical, AI-driven product into one of the world's largest and least digitized industries.
- Exposure across sales, fundraising, partnerships, and product as marketing touches all of them.
- International scope from day one, across India, the United States, Europe, and Asia Pacific.