---
title: 'VP of Marketing at Sona'
canonical: 'https://feeny.ai/job/vp-of-marketing-sona-new-york-nsthp55p1ynx'
type: 'job'
last_seen: '2026-10-17'
---

# VP of Marketing at Sona

- **Company:** Sona
- **Location:** New York, NY
- **Employment:** full-time
- **Work type:** onsite
- **Posted:** 2026-09-30
- **Last confirmed live:** 2026-10-17
- **Apply:** https://jobs.ashbyhq.com/sona/9f7abbb1-7207-4002-af7a-146f12b4e959

## Job description

The Company

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.

Job Summary

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.

## Responsibilities

- Own global marketing strategy, positioning, and budget, reporting to the CEO
- Build the US marketing function from scratch, establishing Sona's brand and pipeline engine
- Build top, middle, and bottom of funnel strategies to ensure the wider GTM team are meeting growth targets
- Develop Sona's brand with a key focus on the US market
- Partner closely with global Sales leadership across UK & US
- Define and execute vertical-specific messaging across our sectors with a key focus on hospitality in the US
- Drive pipeline through ABM, field marketing and events, content, and partnerships in close alignment with the VP Sales and sales team
- Lead and develop the existing UK marketing team alongside scaling the US

## Qualifications & Competencies

- B2B marketing experience at a SaaS company with an enterprise or mid-market motion - you've marketed complex products with long sales cycles and multiple stakeholders
- Product marketing and category framing is your strongest gear, you know how to take a multi-product platform and make it mean something to a specific buyer in a specific vertical
- You've built or scaled a marketing function and seen the journey from 8 to 9 figure ARR. You're comfortable without a playbook and energised by the opportunity to create one
- Strong US B2B marketing judgment, with experience building brand and pipeline in the US market
- Proven people leader who develops and stretches their team, not just manages it
- Bonus: sector experience in hospitality - or a clear track record of getting up to speed in a new vertical fast

## Benefits

- Share options
- 20 days PTO + sick days
- 401k contributions, employer match up to 2%
- Comprehensive health cover via Aetna
- Enhanced parental leave & pay
- Annual all expenses paid team retreats
- The latest Macbook and equipment budget for your home office
- Professional development budget
- Unlimited free books

## About Sona

## Company Overview
- **One-liner**: Sona is a next-generation, AI-powered workforce management platform built for large, complex frontline enterprises in hospitality, social care, retail, and logistics.
- **Entity Type**: Private (Series B, $45M raised April 2026)
- **Headquarters**: London, United Kingdom
- **Founded**: 2021
- **Founders**: Steffen Wulff Petersen (CEO), Oli Johnson (CFO), Ben Dixon (CTO)

## Core Business
- **Primary industry/industries**: Workforce Management (WFM) Software, Human Capital Management (HCM), AI for Frontline Operations
- **Target customers**: Large, multi-site frontline enterprises with 250+ employees in hospitality, social care, retail, and logistics (B2B, Enterprise).
- **Mission or purpose statement**: To future-proof frontline operators with intelligent AI, replacing outdated legacy systems and unifying scheduling, HR, payroll, and engagement.

## Products & Services
- **Sona Platform**: An end-to-end, AI-first workforce management platform that combines Scheduling, Time & Attendance, HR, Payroll, and Employee Engagement. It is designed for complex, multi-site operations with variable demand.
- **Raffy (AI Assistant)**: An AI-powered assistant that helps managers make better decisions by providing real-time actionable insights, demand forecasting, and automated scheduling recommendations.

## Market Standing
- **Valuation/Market Cap**: Not publicly disclosed.
- **Key Metric**: Total funding of **$115.5M**. Annual revenue is estimated at **$2.5M** (as of latest reports).
- **Notable Investors/Partners**: N47 (lead), Felicis, Northzone, Gradient Ventures (Google's AI Fund), Italian Founders Fund, Speedinvest. Senior Advisor: David Campbell (former Chairman/CEO of Wagamama, PizzaExpress, The Ivy Collection).
- **Growth Signals**: 
    - Headcount grew **46% YoY** to 133 employees.
    - Raised $45M Series B in April 2026.
    - Has acquired companies (Yapster, Employee Republic Limited) to expand capabilities.
    - Customers include major brands like Hawksmoor, Popeyes UK, Paul Bakery, Côte, Voyage Care, and others.
    - Claims customers typically reduce labour costs by at least 1% in the first month.

## Competitive Advantages
- **AI-first Architecture**: Unlike legacy platforms that retrofit AI, Sona was built from day one with AI at its core, enabling deeper integration and smarter automation.
- **Deep Industry Expertise**: The founders previously ran a frontline business with over 10,000 employees, giving them firsthand understanding of complex operational challenges.
- **End-to-End Platform**: Unifies Scheduling, HR, Payroll, and Engagement into a single system, reducing the need for multiple vendors.
- **Measurable Impact**: Proven ROI with customers seeing 1-2% labour cost reduction in the first month and 25%+ EBITDA improvement at enterprise scale.

## Strategic Focus
- **Current priorities**: Scaling the platform to become the category leader in AI-powered frontline workforce management. Deepening AI capabilities (demand forecasting, automated scheduling) and expanding into new verticals and geographies.
- **Direction for growth**: Continuing to win large enterprise customers, expanding the partner ecosystem, and leveraging AI to automate more operational decisions.

## Why Work Here
- **Culture**: Values include being "AI Everywhere" (AI-first in thinking and work), "Relentless" (full ownership of outcomes), "Curious" (deep knowledge of product and customers), and "Speed" (moving fast and acting with conviction).
- **Remote/Hybrid Policy**: Operates a **remote-first model** with offices in London, New York, Austin, and Lisbon. The company covers the cost of co-working spaces for those outside office locations. The team comes together twice a year for full-team retreats.
- **Notable Perks**:
    - **Professional Development**: Quarterly £200 budget for courses, conferences, books, and learning.
    - **Equipment**: £600 new starter budget for home office setup, plus a new MacBook. Supplementary £300 annual budget.
    - **Leave**: 25 days holiday + 10 flexible public holidays, with 1 extra day per year of tenure. Enhanced parental leave: 26 weeks full pay for primary parent, 8 weeks full pay for secondary parent.
    - **Health & Finance**: Comprehensive health insurance (Bupa in eligible countries), pension contribution (up to 5% match), and share options for all permanent employees.

## Sources
1. [getsona.com (Careers)](https://www.getsona.com/careers)
2. [linkedin.com (Sona)](https://uk.linkedin.com/company/getsona)
3. [sona.ai (About)](https://www.sona.ai/about)
4. [builtin.com (Sona)](https://builtin.com/company/sona-getsonacom)
5. [remotecorgi.co.uk (Sona)](https://www.remotecorgi.co.uk/companies/sona)

## Other roles at Sona

- [Director of Support and Services](https://feeny.ai/job/director-of-support-and-services-sona-london-bqe7v5x73npr) — London, United Kingdom
- [Payroll Implementation Manager](https://feeny.ai/job/payroll-implementation-manager-sona-london-6cpryh9mfdwy) — London, United Kingdom
- [Labour AI Specialist](https://feeny.ai/job/labour-ai-specialist-sona-london-4cnmvn952xvq) — London, United Kingdom
- [Solutions Engineer](https://feeny.ai/job/solutions-engineer-sona-new-york-pfaer8qp6jqh) — New York, NY
- [Payroll Specialist](https://feeny.ai/job/payroll-specialist-sona-london-211bq89m5wkp) — London, United Kingdom
- [Project Manager](https://feeny.ai/job/project-manager-sona-london-9kev8zgnb56h) — London, United Kingdom
- [Business Development Representative](https://feeny.ai/job/business-development-representative-sona-london-h6n849tkpthk) — London, United Kingdom
- [Senior Payroll Specialist](https://feeny.ai/job/senior-payroll-specialist-sona-london-1ghart4w4rzc) — London, United Kingdom
- [Founding Talent Partner (GTM), US](https://feeny.ai/job/founding-talent-partner-gtm-us-sona-new-york-8r9133faag2e) — New York, NY
- [Sales Director](https://feeny.ai/job/sales-director-sona-london-f9h1gztghn0d) — London, United Kingdom