Founding marketer

The problem
Freight brokers are the backbone of a $600B industry. They're the person a shipper trusts to move their goods. But the technology and support available to them was built for large brokerages with IT departments, not for independent operators running $2M–$50M books of business out of a home office.
Goodlane gives these brokers a better home: an AI-native parent brokerage that pairs hands-on support with tools that let them scale revenue without adding overhead. It's working — our first handful of brokers running on Goodlane already represent $800k+ of ARR just a few months since we moved our first load.
But brokers don't move their book lightly. Their book is their livelihood, and the legacy brokerages they run on today are entrenched by inertia more than loyalty. Winning them over takes credibility, sharp positioning, and content that speaks their language — not generic SaaS marketing.

The Role
We're looking for a Founding Marketer to answer one question: how do we sustainably and predictably create qualified conversations with the best independent brokers?
Sales will remain founder-led for the foreseeable future. Your job is everything upstream of the close: finding, testing, and proving the channels that fill the top of the funnel, and turning what works into a repeatable engine. You'll be one of the first hires on a small, senior team, work directly with the CEO, and have a real seat at the table on the direction of the business.
You’ll own our positioning, refining how we describe ourselves with every conversation, produce differentiated, data-rich content that sells our edge, and run a series of tests to figure out what resonates with our audience.

What you'll actually do

• Find and prove repeatable channels. Design and run structured experiments across channels. Every test should have a hypothesis, a target segment, a message, and a measure of success
• Own our persona definition. Help us pull out the commonalities across our customers, and determine where to find more who look like our early brokers.
• Use content as a channel. We sit on real freight data and real broker stories. Turn them into benchmarks, teardowns, and market analysis that draw brokers in and demonstrate the edge we give them.
• Own outbound experimentation. Prioritize between segments of potential agents and test and iterate on who to reach and how to reach them.
• Sharpen positioning through the funnel. Define how brokers understand Goodlane versus the legacy brokerage they're on today.
• Know the audience cold. Get to know independent brokers deeply: join calls, sit with them, understand their economics and what actually makes them switch. Know the legacy brokerages we compete against just as well, including how they pitch, their commission structures, and what their agents don’t like. Sit in on our sales calls to mine objections and language, and feed it all back into targeting and content.
• Build the machine. Turn what works into a predictable engine: a pipeline the CEO can rely on week over week, a motion we can eventually staff, and a story that compounds.

What success looks like
In six months, we have at least two working channels producing a predictable weekly flow of qualified broker conversations.

What we're looking for
We care about what you've built, not how long you've been building. That said:

• You've built pipeline. You've owned demand generation and can show how your work turned into qualified opportunities.
• You're experimental and analytical. You run structured channel tests, read the numbers honestly, and iterate quickly. You're comfortable owning a cost-per-qualified-conversation number and driving it down.
• You have deep customer curiosity. You'd rather spend a day with a broker than a week in a dashboard. Your best ideas come from knowing the audience better than anyone.
• You're an exceptional writer. You turn data and customer insight into content a skeptical practitioner audience actually seeks out — clear, specific, and credible.
• AI-native. You drive your own work with AI and see opportunities to automate or improve processes team-wide with them.
• Ownership orientation. You treat the business like it's yours. You don't wait to be told what to do.

Background that might fit

• Early growth or demand-gen hire at a B2B startup who owned pipeline end to end
• Content-led marketer who built a real audience in a niche or unglamorous industry
• Founder or founding operator who built repeatable top-of-funnel selling to SMBs or owner-operators

Who we are
Goodlane was founded by the team at Boulton & Watt (https://www.boultonwatt.com/) — we've built and scaled multiple businesses to become category leaders. You'll work hand-in-hand with the people who started and run BW.

Location
We're building a small, senior team that works primarily from our office in Brooklyn. Right now, we work in person 4 days/week.

About Goodlane
Goodlane is the AI-native parent brokerage built to help independent freight agents grow. The agent's role will endure because shippers want a person they trust to be responsible for delivering their goods. We give the best agents both hands-on support and AI tools that let them scale revenue without adding overhead. We're seed-stage, embedded deep with our founding agents and helping them scale.