Associate Director, Geo-Expansion Lead

Job Description

Vence is transforming extensive beef cattle management with virtual fencing technology. We are seeking an Associate Director, Vence Geo-Expansion Lead to lead market entry and scale-up across priority regions. This role will own customer discovery, pilot design and execution, commercial validation, and the development of market-specific value propositions and pricing.

This role will build and manage cross‑functional go‑to‑market plans, ensuring Vence’s solutions deliver measurable outcomes for producers, and broader ecosystem stakeholders, while working with our company's local market teams and internal stakeholders.

• Market Discovery and Entry Strategy
• Lead structured customer discovery in target geographies to identify priority segments, use cases, and unmet needs.
• Map market dynamics (regulatory, competitive landscape, distribution channels, pricing norms, support requirements) to inform market entry strategies.
• Define geo‑specific value propositions aligned to customer pain points and operational contexts.
• Pilot Design, Execution, and Scaling
• Work with local market our company's resources to drive end‑to‑end pilot planning: site selection, partner/customer recruitment, success criteria, instrumentation, and timelines.
• Establish clear hypotheses and metrics (animal outcomes, pasture utilization, labor/time savings, cost efficiency, environmental impact) to validate product‑market fit.
• Drive rapid learning cycles, translate insights into product and go‑to‑market adjustments, and scale successful pilots into commercial deployments.
• Commercial Validation, Value and Pricing
• Quantify value delivered by Vence’s solutions across segments (e.g., rotational grazing optimization, labor reduction, fencing cost avoidance, compliance/environmental benefits).
• Develop pricing strategy per market, including packaging, tiers, and commercial constructs (subscription vs. hardware mix), supported by sensitivity analyses and willingness‑to‑pay research.
• Build business cases and adoption models to inform revenue forecasts, CAC/LTV, payback periods, and unit economics.
• Cross‑Functional Leadership
• Partner with Product, Engineering, Operations, Sales, Marketing, and Support to ensure geo‑specific requirements are captured and prioritized.
• Coordinate regulatory approvals, certifications, and local compliance in partnership with Legal and Operations.
• Develop and maintain a scalable playbook for geo‑expansion (discovery framework, pilot methodologies, pricing templates, channel readiness).
• Team Leadership and Management
• Immediately assume managerial responsibility for Australia Vence sales team; set goals, coach performance, and build operating cadence.
• Establish training, enablement, and success metrics.
• Stakeholder Management and Reporting
• Communicate findings, pilot outcomes, and commercial recommendations to executive leadership and product team.
• Maintain a clear pipeline of geo‑expansion opportunities, with stage gates and KPIs for discovery, pilot, launch, and scale.
• Influence investment decisions through robust data, risk assessments, and scenario modeling.
• Strategic Marketing
• This role will maintain strategic marketing responsibilities globally.

• Bachelor's degree in related area of study.
• Minimum 7 years experience in market development, strategy, product marketing, or commercial roles; experience in agtech, IoT, or B2B SaaS/hardware hybrid businesses strongly preferred.
• Proven track record of launching products in new geographies and scaling pilots into commercial growth.
• Expertise in customer discovery (e.g., JTBD, qualitative research, structured interviews), pilot design, and value‑based pricing.
• Strong analytical skills with experience building business cases, pricing models, and unit economics.
• Comfort navigating regulatory environments and operational complexities in field‑based industries.
• Exceptional cross‑functional leadership, communication, and stakeholder management skills.
• Experience managing remote teams; familiarity with the Australian agricultural context is a plus.
• Must be willing to travel 50%.

• Customer‑centric mindset with strong hypothesis‑driven testing
• Dat…