---
title: 'Founding GTM at Catalog'
canonical: 'https://feeny.ai/job/founding-gtm-catalog-san-francisco-gwx3mna2mhg2'
type: 'job'
last_seen: '2026-09-05'
---

# Founding GTM at Catalog

- **Company:** Catalog
- **Location:** San Francisco, CA
- **Employment:** full-time
- **Work type:** onsite
- **Posted:** 2026-06-15
- **Last confirmed live:** 2026-09-05
- **Apply:** https://jobs.ashbyhq.com/catalog/242b957d-02e9-4ade-8448-b287ee219376

## Job description

We’re building the central node for agentic commerce - the data infrastructure that helps retailers and brands make their products understandable, discoverable, and recommended by AI.

This is a founding go-to-market role. You’ll be our first GTM operator, responsible for building the commercial function from the ground up while closing our first wave of retail and brand customers.

You’ll own pipeline generation, deal execution, and early GTM strategy across e-commerce brands, omnichannel retailers, marketplaces, and commerce infrastructure companies. This is not a traditional sales role. You’ll be selling, learning, building the playbook, and shaping the company at the same time.

## WHAT YOU’LL OWN

## PIPELINE GENERATION

Build and execute ABM campaigns targeting e-commerce brands, retailers, marketplaces, and commerce infrastructure companies

Generate your own pipeline through outbound, creative prospecting, events, partner channels, and founder-led campaigns

Sell into Heads of E-commerce, digital, growth, merchandising, marketing, product, and innovation teams

Test and iterate on messaging, channels, personas, and outbound sequences to find what resonates with retail and brand buyers

Own conference strategy: pre-event outreach, on-site engagement, and post-event conversion

## DEAL EXECUTION

Own the full sales cycle: prospect, qualify, demo, negotiate, and close

Sell technical infrastructure to commercial, product, and technical buyers at retailers and brands

Help customers understand how AI discovery, AI search, and agentic commerce will change product discovery and conversion

## GTM STRATEGY

Work closely with product and engineering to turn customer conversations into product insight

Help establish the repeatable motions that will scale with the company

## YOU’RE A FIT IF

You have 5-10 years of sales experience, with meaningful experience selling to e-commerce brands, retailers, or marketplaces

You have a track record of closing deals with Heads of E-commerce, digital, growth, merchandising, marketing, or product leaders

You have sold technical, platform, API, data infrastructure, martech, commerce, or developer-oriented products

You can generate your own pipeline through outbound, ABM, events, or creative prospecting

You are comfortable in 0-to-1 environments where the playbook does not exist yet

You are technically credible and can sell across commercial, product, data, and engineering stakeholders

You are deeply curious about AI, commerce, and how people discover and buy products

You are based in, or willing to relocate to, San Francisco

## NICE TO HAVE

Experience as an early GTM hire at a high-growth startup

Experience at a Series A-B company, commerce infrastructure company, AI-native company, martech company, or developer-focused company

## HOW WE WORK

We are a small, high-trust, high-intensity founding team. We work in person from North Beach, San Francisco. We debate ideas openly, decide quickly, and ship constantly.

This is an in-office role.

We sponsor visas for candidates from Australia or New Zealand.

## About Catalog

## Company Overview
- **One-liner**: Catalog builds the product data infrastructure for agentic commerce, transforming merchant catalogs into structured, machine-readable data that AI agents can understand, rank, and buy from.
- **Entity Type**: Private (Pre-Seed)
- **Headquarters**: San Francisco, California, United States
- **Founded**: 2025
- **Founders**: Hamish Gunasekara (CEO) and Dylan Farrell (CTO)

## Core Business
- **Primary industry**: Agentic Commerce Infrastructure / Software Development
- **Target customers**: B2B — merchants, retailers, and e-commerce brands (from Shopify and WooCommerce stores to enterprise) who want their products discovered and recommended by AI shopping agents (ChatGPT, Gemini, Claude, Perplexity).
- **Mission or purpose statement**: To become the operating system for agentic commerce: the rails AI uses to discover and reason about products across the open web [getcatalog.ai](https://www.getcatalog.ai/about-us).

## Products & Services
- **Catalog Platform (Core SaaS)**: A product data layer that ingests raw merchant data, normalizes and enriches it with structured attributes (fit, material, use cases, etc.), and distributes it in real-time to every major AI channel via protocols like Agentic Commerce Protocol (ACP), Universal Commerce Protocol (UCP), and MCP. Includes continuous synchronization of pricing, stock, and catalog changes.
- **AI Readiness Audit**: A free tool that scores a brand's website on 6 dimensions (crawl access, product schema, machine-readable policies, etc.) across 90+ checks, benchmarking it against category leaders.
- **Agentic Storefronts**: A parallel, AI-native storefront that exposes the same products, prices, and stock in a structure AI agents can read, enabling discovery, cart building, and checkout within a conversation — with the merchant staying the merchant of record.
- **Measurement & Analytics**: Dashboards showing AI referrals by channel, product, and query, plus surfacing rates and catalog completeness scores.
- **Agentforce Commerce / WooCommerce MCP**: Specific integrations for Salesforce Agentforce and WooCommerce that supply structured product attributes and expose store capabilities to agents.

## Market Standing
- **Valuation/Market Cap**: Not disclosed (pre-seed stage)
- **Key Metric**: Total Funding — $3M USD (pre-seed round)
- **Notable Investors/Partners**: Acrew Capital (lead), WndrCo, Hustle Fund
- **Growth Signals**: Raised $3M pre-seed in March 2026; team has grown from 2 co-founders to 3 employees (+40% monthly headcount growth); actively hiring a founding engineer; already live across multiple AI surfaces (ChatGPT, Gemini, Perplexity, Google Merchant Center); early traction with Shopify and WooCommerce merchants.

## Competitive Advantages
- **First-mover in a nascent category**: Catalog is one of the first dedicated infrastructure plays for "agentic commerce," a space that is just emerging as AI agents become a primary shopping surface.
- **Deep co-founder domain expertise**: CEO Hamish Gunasekara was an early data scientist at Afterpay and led merchant integrations at Block/Square/Cash App; CTO Dylan Farrell studied pure mathematics at Harvard and built product recommendation engines at Curinos [getcatalog.ai](https://www.getcatalog.ai/about-us).
- **Protocol-native approach**: Supports ACP, UCP, MCP, and Google Merchant Center's new fields — ensuring compatibility with every major AI buying protocol rather than building a walled garden.
- **Deterministic data, not generative**: Unlike AI tools that hallucinate, Catalog produces structured, deterministic product objects (no made-up attributes), building trust with merchants who need accurate data in AI recommendations.
- **Zero-engineering setup**: Ingestion works directly from existing commerce platforms (Shopify, WooCommerce) and websites — no schema redesign or months-long integration projects.

## Strategic Focus
- **Expand engineering team**: Using the $3M pre-seed to hire engineers and researchers who can ship core systems (agentic-search APIs, embeddings/retrieval layers, product graph/ranking pipelines, checkout rails) [getcatalog.ai](https://www.getcatalog.ai/blog/catalog-raises-3m-pre-seed).
- **Deepen AI platform integrations**: Beyond ChatGPT, Gemini, and Perplexity, Catalog aims to be the default product data layer across all major AI ecosystems.
- **Scale merchant adoption**: Move from early Shopify/WooCommerce adopters to larger enterprise merchants and marketplaces.
- **Build the "operating system" for agentic commerce**: Long-term vision to become the universal layer for how AI discovers, reasons about, and transacts with products across the open web.

## Why Work Here
- **Extreme early-stage impact**: As one of the first ~5 employees, you'll define engineering culture, architecture, and product direction from the ground up — ownership of problems from prototype to platform.
- **High-leverage technical problems**: Working on agentic-search APIs (millisecond response times), embeddings/retrieval at scale, product graph ranking pipelines, and checkout integration for AI agents — all at the intersection of ML, infrastructure, and commerce.
- **Strong founding team**: Co-founders with deep experience in fintech, ML, and commerce (Afterpay, Square, Curinos, Harvard math background) — building a category-defining company.
- **Backed by top-tier investors**: Acrew Capital (known for backing early-stage infrastructure and fintech) leads the round, with WndrCo and Hustle Fund participating.
- **Culture**: Described as "first-principles thinking" and "ambitious work" — ideal for engineers who like hard technical problems and want a hand in defining how AI interacts with the real economy [getcatalog.ai](https://www.getcatalog.ai/about-us).
- **Location & work model**: Onsite in San Francisco, California (SOMA / SF proper). Currently a small team (3 people), so likely high-collaboration, in-person culture.
- **Open roles**: Actively hiring a **Founding Engineer / Member of Technical Staff** as of July 2026 [jobright.ai](https://jobright.ai/jobs/info/68ff99050ab3b222462ac44e).

## Sources
1. [getcatalog.ai](https://www.getcatalog.ai/)
2. [getcatalog.ai/about-us](https://www.getcatalog.ai/about-us)
3. [getcatalog.ai/blog/catalog-raises-3m-pre-seed](https://www.getcatalog.ai/blog/catalog-raises-3m-pre-seed)
4. [linkedin.com/company/catalogai](https://www.linkedin.com/company/catalogai)
5. [jobright.ai](https://jobright.ai/jobs/info/68ff99050ab3b222462ac44e)

## Other roles at Catalog

- [Member of Technical Staff](https://feeny.ai/job/member-of-technical-staff-catalog-san-francisco-wqt7jsswabbq) — San Francisco, CA
- [Founding GTM](https://feeny.ai/job/founding-gtm-first-round-capital-san-francisco-ms7vvt8a0zfv) — San Francisco, CA
- [Founding GTM](https://feeny.ai/job/founding-gtm-rovi-health-new-york-z79jbz1q7khx) — New York, NY
- [Founding GTM](https://feeny.ai/job/founding-gtm-arch-san-francisco-va1vqcw0krkt) — San Francisco, CA
- [Founding GTM](https://feeny.ai/job/founding-gtm-chasi-ai-san-francisco-3kd2hzyk51kj) — San Francisco, CA
- [Founding GTM](https://feeny.ai/job/founding-gtm-truth-systems-san-francisco-ar2dkb3gjq5b) — San Francisco, CA
- [Founding GTM](https://feeny.ai/job/founding-gtm-black-ore-austin-1862bc64p2md) — Austin, TX