Marketing Lead

About this role

About Origin
Origin (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.

About the Role
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.

What You'll Do
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,…