Marketing Lead

About Joaia

Joaia is an AI startup founded in 2024, building at the frontier of travel and discovery. We give tourism destinations across Europe the tools to unlock their local knowledge and turn it into agentic AI guides that reason, remember, and adapt. Destinations build and own their guides themselves. Travelers get something that didn't exist before.

Imagine a guide that knows every hidden bar in Zurich's alternative scene, a Roman merchant who brings the ancient origins of Chur to life, or a carnival insider who walks you through Basel's Fasnacht tradition with the depth of someone who has lived it for decades. Each guide has its own personality, its own knowledge domain, its own way of telling a story. They can be fictional characters, digital twins of historical figures, local experts, or thematic specialists. The possibilities are just beginning to open up.

We work with destinations like Zurich Tourism, Basel Tourism, Lucerne Tourism, Graubünden Ferien, and more are joining every month. We are a small, focused team on a mission to make the world's local knowledge accessible to every traveler, so that anyone, anywhere, can discover a place with the depth and curiosity it deserves. If that mission excites you, come build it with us.

Tasks

The Role

The product exists. The customers are real. The story is genuinely exciting. What is missing is someone to tell it.

This is Joaia's first dedicated marketing hire. You will work directly with Darius, our CEO, to build the marketing function from the ground up. Positioning, website, content, sales materials, campaigns. No playbook to inherit, no committee to convince.

We are an AI company and marketing here will be built that way from the start. Every workflow, every creative process, every framework designed with the most modern tools and thinking available. Not adapting old ways of working to AI, but rethinking them entirely.

The core mandate is B2B: helping destinations across Europe understand what Joaia offers and why now is the moment. The consumer side is equally alive, with real room to bring the guide experiences to travelers in ways that have never been tried before.

If you want to build something from scratch, at a company genuinely at the frontier, with full ownership and zero bureaucracy, this is the role.

What You'll Do

• Develop and own Joaia's overall marketing communication strategy
• Create content that supports B2B visibility, trust, and inbound sales
• Maintain and improve website content, presentations, case studies, and sales materials
• Turn product features, customer use cases, and market trends into clear, compelling stories
• Support positioning and messaging around AI Local Guides and their different use cases
• Create newsletters and market communication around AI in travel and destinations
• Explore and test selected B2C communication ideas through Joaia's app and guide experiences
• Use generative AI tools actively for content creation, visuals, research, and ideation
• Help build Joaia's brand presence across website, LinkedIn, email, and other relevant channels

Requirements

What We're Looking For

• Solid experience in marketing, content, and communication - ideally in a tech, SaaS, AI, or digital product environment
• Proven ability to build or significantly shape a marketing function from an early stage - not just operate within an existing setup
• Strong B2B marketing experience, especially in content, positioning, website communication, and inbound-oriented activities
• Excellent ability to translate complex products and technologies into clear, compelling communication
• Strategic thinker with a very hands-on execution mindset - you plan it and do it yourself
• Genuine fluency with generative AI tools for content, visuals, and communication assets
• High ownership and independence - you're motivated by building something from scratch, not maintaining what already exists
• Startup or scale-up background - you know what it means to work with limited resources and make it look good anyway

Benefits

What We Offer

• The chance to build Joaia's marketing function from the ground up - with real influence on how the brand shows up in the market
• Equity / stock options - you're building this alongside us
• A small, honest team where decisions get made fast and your work is visible immediately
• Hybrid work setup based in Zurich

How to Apply

Tell us why you fit. Attach your CV and optional link to relevant work.

We take hiring seriously. Our process includes structured evaluation with real tasks, because this role requires demonstrated judgment, not just a strong interview.

And one more thing: we know the perfect candidate on paper doesn't always exist. If you don't tick every box but genuinely believe you could make a difference here, apply anyway. We care more about how you think and what you've built than whether your CV matches every line of this description.

Joaia is the platform for AI Local Guides.

Travelers explore places through avatars of real, fictional, or historical personalities that know the culture, history, and hidden gems of a destination. Each guide is created by people and organizations with something meaningful to share, from tour guides, museums, and content creators to destinations and local experts.

With Joaia, they can build their own AI Local Guides and bring them to travelers through websites, apps, on-site touchpoints, or their own digital products. What was once locked inside guidebooks, archives, and the minds of locals becomes something travelers can actually talk to. J

oaia is the AI layer for destination experiences, transforming how places are discovered worldwide.