Growth Lead, Subscription Products

Nothing makes hardware people care about. The next chapter is software you pay for — AI productivity products in a category full of well-funded incumbents moving fast. These aren't software-only products: a device and a subscription together, which makes growing them a different problem from anything else in the category, and one we're better placed to solve than most.

Labs is the team building it: a small, dedicated group inside the CEO's office that owns Nothing's subscription products end to end — the software, the subscription experience, and the recurring revenue that comes from it. Product, engineering, design and growth sit together in one team, with a direct line to the founder and no committee between an idea and a decision. Labs exists to build and prove new products, then graduate them into the wider business.

You'd join before there's a funnel to optimise. Year one isn't scaling channels — it's deciding what the acquisition system should be, proving it works at small numbers, then building it out.

• Define who we're for. Identify and segment the professional audiences most likely to pay, work out where they already are, what makes them switch from a tool they already use, and which of them can pull others in behind them. Feed that back to Product so positioning and roadmap move together.
• Own positioning and messaging for each software product — what we say, to whom, and why anyone should believe it coming from a hardware brand.
• Design the acquisition system before there's traffic. Cohort selection for early access, the invite and referral mechanics, waitlist construction, the loops that turn a user into a source of new users. This is the core of the first year.
• Build the credibility layer. A paid product in a crowded category doesn't convert on our own claims. Earn independent, third-party proof — reviewers, creators, the places our audience actually checks — and treat it as a launch dependency, not a nice-to-have.
• Run the channels. Community, content, creator and media seeding, organic, and paid once it can earn its CAC. You'll have Nothing's marketing and DTC teams behind you for launch campaigns and the store experience, but the growth engine is yours to build and mostly yours to run. Small team, no agency to hide behind in year one.
• Own acquisition analytics. Define and instrument the top of the funnel: qualified signups by source and segment, channel CAC, referral coefficient, invite-to-purchase. Make channel and spend calls from the data and defend them to a CEO.
• Ship to dates that don't move. Software launches ride alongside hardware moments.

You partner with a Product Manager who owns the product itself, pricing and packaging, and what happens after signup — activation, conversion to paid, and retention. You own everything up to and including the decision to buy: who we're going after, what we say, where we say it, and the loops that compound. Clean line, one team, shared number.

• Typically 6+ years in growth or marketing, though what you've built matters more than the count.

  Must have

• You've grown a consumer or prosumer subscription product — self-serve, individual buyers paying with their own money. B2B-only backgrounds aren't a fit.
• You've been the first, or close to it: founding marketer, first growth hire, or founding team at a company that went on to scale. You know the difference between building the machine and operating inside one.
• You've acquired users before there was a channel to scale — early access, community, seeding, referral, waitlists. Not just optimising an engine someone else built.
• You've worked hands-on in a small team, building your own stack and holding the work to a high bar. Big-company experience is welcome when it's paired with real 0→1 work.
• Fluent in channel economics: CAC by source, payback, cohort quality. You build your own dashboards.
• AI-native in how you work. You use AI to do the work of a bigger team — research, analysis, copy, automation — and hold that output to the same bar as your own. You'll be marketing an AI product to people who will notice if you don't.

Strong plus

• AI productivity, note-taking or adjacent prosumer software.

• Location: London (Kings Cross & Farringdon offices).
• Working Pattern: This is a full-time, in-office role (5 days a week). We move fast, and that means being physically present. We design flexibility around personal needs, but we focus on the magic that sparks when we’re all in the same room.