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.

Key Responsibilities

• 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.

Qualifications

• 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%

Key Competencies

• Customer-centric mindset with strong hypothesis-driven testing

• Data-driven decision-making and commercial acumen

• Operational rigor and project managem