Founding GTM Lead

DELLI exists to empower the independent economy: the makers, creators, and producers whose craft shapes the way the world tastes, feels, and connects. We imagine a world where every maker has a companion; a quiet, intelligent partner who handles the chaos so they can stay focused on the joy of creating. Every day, millions of small businesses lose hours to invisible labour: the unseen admin, the back-and-forth messages, the clarifications, the late-night catch-up that keeps everything moving. It's the unspoken cost of being independent, and it steals time and energy from the work that actually matters. We believe commerce should feel natural again. In the world we’re building, AI agents become the connective tissue, listening across conversations, interpreting intent, and quietly taking care of what needs to happen next. We’re starting in food, where culture, community, and craft collide most powerfully.

Your Role:

DELLI is an AI-native company, backed by Balderton Capital and HV Capital, building core infrastructure for how the independent economy operates. We’re early, but already in production, with makers using the platform every week. This role is for the first dedicated commercial hire, the person who takes DELLI’s go-to-market from an early sprint to a repeatable engine. This is for someone who wants to build the motion, not inherit it: working directly with the founder, you’ll own the full journey from first conversation to a thriving, active brand, and discover, by doing, what makes scaling food brands fall in love with DELLI. This is for a builder at heart who happens to be brilliant commercially. You’ll hand‑pick the first community of brands, guide them through the DELLI AI experience, bring them on board, and instrument the whole motion so it can be handed to the people who come after you. The work spans messaging, targeting, channels, pricing experiments, and a tight feedback loop into the product itself. The role suits someone genuinely moved by the mission: using DELLI’s agentic AI to empower the independent economy, and getting a tool that makers truly love into the hands of the people who need it most.

What You’ll Do:

• Own DELLI’s go-to-market motion and build the engine that brings a thriving community of brands onto the platform.
• Run the full journey end-to-end, sourcing, qualifying, demoing the DELLI AI solution, and bringing brands on board across all our channels: our own community on dellil.market, referrals, events, and outbound.
• Track what each channel actually produces, lean into what’s working, and let go of what isn’t.
• Nail the messaging and craft the assets that make brands lean in: the demo, the visuals, the story of a maker whose business was transformed by DELLI.
• Define who we’re for, and bring exactly the right brands in at the right moment.
• Keep the pipeline healthy and the numbers honest, and run pricing and willingness‑to‑pay experiments alongside the founder.
• Stay close to both the community of makers and the team building DELLI’s agentic AI, letting what you hear shape the product as much as the pitch.
• Write the playbook: the brands we serve, the moments that land, and the approach the next people will build on.

Must‑haves:

• Proven experience taking a B2B product from early traction to a repeatable, growing book of customers, ideally as an early or founding commercial hire.
• A builder’s mindset with a bias toward action: this is for someone who’d rather hand‑pick the first community of brands and learn fast than wait for a perfect system.
• Genuine fluency across product problem industry: you can hold a real, useful conversation with a scaling food brand about the operational chaos they live with.
• A natural partner to the people you work with: you build relationships and community, not transactions.
• Strong commercial instinct and a love of winning: you treat the mission like it’s your own business.
• Sharp messaging and storytelling ability: you can turn the DELLI AI solution into a reason to believe.
• A natural curiosity for product and a feel for AI: you’ve worked closely with engineers in a SaaS or AI‑native team, and you see the product as your most exciting asset, not someone else’s department.
• Comfort in ambiguity, shaping the problem as much as the solution.
• Discipline with pipeline and data: you make confident calls because the numbers back you.

Nice‑to‑haves:

• Experience working with independent food & drink or consumer brands, and a feel for their world.
• Familiarity with the tools these brands wrestle with (Xero/QuickBooks, inventory systems like Unleashed or Breww, 3PLs).
• Early‑stage SaaS or AI‑native experience, and a real interest in how agentic AI is changing the way businesses run.
• "Make it faster, better" instinct for processes and systems.
• Comfort running lightweight pricing and channel experiments.

Why Join DELLI:

• Founding‑level impact: you define the go‑to‑market motion, the messaging, and the commercial foundations from the start.
• True ownership: the first community of brands is yours to build, and the playbook is yours to write.
• Small, senior team: low ego, high agency, real collaboration with the founder.
• Frontier work: be commercially close to one of the most interesting agentic AI products being built today, and shape how it lands with real makers.
• Purpose that matters: your work directly supports independent businesses and creative livelihoods.
• Top‑tier backing: supported by Balderton Capital and HV Capital, building with long‑term conviction.

We’re at a rare inflection point: early enough that your decisions matter deeply, but real enough that what you build makes a difference every week.

Practical Details:

• Location: UK‑based, London hybrid (2 days in the office)
• Compensation: Competitive salary and meaningful early‑stage equity
• Team: Small, collaborative, senior team with shared ownership, working directly with the founder