Founding CMO – Appt In (Part-time, Remote, Equity)

About Appt In
Independent businesses have been ignored. We're fixing that.
Appt In is an app-first CRM, booking and payments platform built for the UK's independent businesses: sole traders, small teams and side hustlers who currently run their customers through texts, spreadsheets and memory. We bring booking, chat, payments and lightweight CRM together in one easy app that's live in under a minute. It's free to use, with optional plans up to £20 a month and zero merchant fees. It gives them enterprise-grade tools without enterprise-grade cost or complexity.
We're founded by two builders with 30+ years of combined CRM, data and marketing experience across brands like Barclays, O2 and British Gas. We're pre-launch, with hundreds of independent businesses already signed up and following the journey through "Diary of a Secret Founder."
The role
We're looking for a Founding CMO to own how Appt In shows up in the world, from brand and positioning to growth and community.
This isn't a role for someone who manages agencies or writes strategy decks and hands them over. We need someone who generates ideas constantly and then makes them happen themselves. You'll walk into a live brand system, a content engine and a growing community, and your job is to take it further and faster.
You'll:
Shape and sharpen our brand, positioning and messaging for independent businesses and their customers
Come up with campaign ideas that get noticed, then build, launch, test and improve them
Own acquisition, activation and retention, from social and content to funnels and onboarding
Work closely with the CEO on in-app communication and the launch roadmap
Help shape investor materials, partnerships and community-building
Feed customer and market insight back into the product
Who we're looking for
Commitment matters more to us than a perfect CV. We want someone who:
Has a track record of taking marketing from idea to execution, with work you can show us
Is full of ideas and doesn't wait to be briefed
Is hands-on across content, social and performance marketing, and happy to roll up their sleeves
Uses data to learn and adjust, not just to report
Can write clear, compelling stories for customers, partners and investors
Gets independent businesses, or wants to (experience marketing to sole traders or small teams in the UK is a real plus)
Understands that the time invested now is what builds the value later
How it works
This is a part-time, remote, equity-based founding role, with occasional meet-ups in Greater London. We expect you'll do it alongside other commitments.
Part-time doesn't mean second place. When you're working on Appt In, it gets your best thinking and your full attention. We'll agree a realistic weekly rhythm together, and we'll hold each other to it.
Equity is earned and grows with your contribution. As Appt In grows and raises, there is a path to a paid, full-time leadership role for the right person.
To apply
Alongside your CV or LinkedIn profile, send us three ideas for how you'd get Appt In in front of 1,000 independent businesses with little or no budget. We care more about your thinking than your polish.

Work arrangement
Yes