Frontline work is the cornerstone of modern society. Restaurants, schools, hospitals, nurseries, airlines, stores, emergency services — these are the organisations that keep the world running, and they employ 80% of the global workforce: over 3 billion people. Yet frontline businesses are among the hardest in the world to run. By-the-minute HR, scheduling and payroll make them vastly more operationally complex than the average white-collar company, and they've been chronically underserved by technology — just 1% of venture funding has gone to tools built for these sectors, despite the complexity being an order of magnitude greater.
That gap has become an existential one. Rising costs, minimum wage increases, labor shortages, tighter regulation and stretched consumers have eroded margins and pushed many frontline operators out of business. There is real urgency to fix the economics of labor — and AI is the lever. It can't do the jobs of frontline workers, but it can eliminate the inefficiencies that drain them. Frontline companies generate enormous volumes of operational data; harnessed properly, AI agents can run significant parts of these businesses autonomously and fundamentally reset their economics.
That's what Sona is building: the AI-native workforce management platform that lets frontline companies unleash agents to run more efficiently. It's a market worth over $500 billion, hiding in plain sight — and the room to build one of the largest software and AI companies in the world. We're off to a strong start: over $100M raised from N47, Felicis, Gradient and Northzone, more than 100 enterprise customers across the UK and US, and offices in New York, London, Austin and Lisbon.
We're hiring a Vice President, Marketing to own global marketing and build Sona's US presence from the ground up. Reporting directly to the Co-Founder & CEO, you'll be the most senior marketing voice in the company, responsible for turning early US traction into scaled pipeline, while sharpening how Sona shows up across every vertical we serve.
The core challenge is one of messaging and market-making. Sona is a complex, multi-product platform selling into sectors like hospitality, care and retail - and the opportunity is to translate that complexity into positioning that lands with buyers fast. Day to day, that means working at the intersection of product marketing, GTM strategy, and brand. Not just managing channels or optimising spend.
You'll inherit a strong UK team of six. What doesn't exist yet is the US function, a unified global strategy, or vertical messaging sharp enough to scale. Building those three things - quickly, credibly, and in close partnership with sales - is the job.
Sona is the next-generation workforce management solution for large frontline operators, where consumer grade design is matched by AI-driven decision making.
Combining end-to-end WFM functionality - including Scheduling, Time & Attendance, HR and Payroll - with truly intelligent AI capabilities, Sona enables real-time actionable insights geared towards driving revenue and increasing employee satisfaction.
