About sonr

sonr is building a search and recovery network to support operators of robot fleets (drones, delivery robots, etc.). People who already drive for Uber, Lyft, DoorDash and similar platforms join sonr in addition to the apps they already use. When a robotaxi, delivery robot or drone needs help, sonr sends the job to the nearest driver on the network. Jobs appear within the distance they choose, with the location and pay shown upfront so they can decide whether to accept or skip each one. The app guides them through the job, including taking photos and collecting any information.

The role

You will own how sonr finds, reaches and signs up working drivers. Before the app launches, that means building a waitlist and an early community of drivers who are active on other platforms today. After launch, it means getting those drivers to download the app, use it, and bring other drivers with them.

You will plan campaigns, run them yourself, track what each one costs and produces, and put more money into what works. This is a hands-on role. You are not managing an agency or a team, at least at the start.

The work is not easy. Most drivers already use more than one app, are busy, and are cautious about new ones that ask for their time or information. sonr adds to the apps they use rather than replacing them, so a clear, honest message and earned trust matter as much as ad spend.

What you will own

A repeatable way to turn a working driver into a sonr sign-up and, after launch, an active app user, at a cost per driver the company can afford.
The driver-facing message and offer, tested with real drivers rather than assumed.
Every acquisition channel: paid social and search, driver communities and groups, referrals, local and in-person outreach, partnerships, email, text and WhatsApp, and short-form video.
Tracking from first contact to sign-up to app download to continued use.
A weekly report with self-imposed improvement opportunities.
The shared marketing files and AI workflows that let the team and future hires run and check this work.

What you will do

Plan and run campaigns

Design and launch campaigns from start to finish, one market at a time: audience, offer, creative, landing page, budget, tracking, and a written rule for when to stop or scale, set before any money is spent.
Run paid campaigns on Meta, Google, TikTok and similar platforms, and recruit through driver groups and forums, job boards and local channels.
Write and produce the ads, landing pages, emails, texts and short videos yourself, using AI tools and freelancers where useful.

Reach drivers where they are

Find drivers online and in person: driver communities, airport waiting lots, gas stations, vehicle repair and rental shops, and other businesses that already serve drivers.
Build partnerships with those businesses and with driver-focused groups, and recruit a small group of early driver advocates.
Keep the marketing honest and compliant: no misleading earnings claims, proper consent for texts and emails, and respect for each ad platform's rules and for the terms of Uber, Lyft, DoorDash and others. We recruit drivers. We do not impersonate or scrape those companies.

Run referrals

Design and operate a driver-to-driver referral program: rewards, rules, fraud checks, tracking and payout.

Measure and improve

Report on cost per sign-up, cost per qualified driver (an active driver in our target market, not just a form submission), sign-up to download rate, and 30-day activity, broken out by channel.
Run weekly tests on message, offer, creative and landing pages, and keep a written record of what each test showed.

Build with AI

Use AI every day for research, copy and creative variations, analyzing driver feedback and reporting. Check the output for accuracy and tone before it goes out.
Build AI workflows for your own work, such as qualifying and following up with sign-ups, producing ad variations from a brief, or turning the week's numbers into a draft report.
Write down what you learn (driver profiles, approved messages and claims, test results) in shared files and skills that the founder and future hires can run with their own AI tools.

Work with product and engineering teams

Pass what drivers tell you back to the team, and advise on what the app and sign-up flow need so that interested drivers join.

Tools you will use

The list shows what we expect you to work in, and we want you to tell us which tools you would add.

Channels: Meta Ads, Google Ads, TikTok, and driver groups on Facebook, Reddit and WhatsApp.
Tracking and reporting: Google Analytics or a similar tool, tracking links, a spreadsheet or dashboard, and a mobile attribution tool after the app launches.
Messaging: an email and text messaging tool that records opt-in consent.
AI: a general AI assistant such as Claude or ChatGPT for research, writing and analysis, and an agent or automation tool such as Claude Code, n8n or Zapier for workflows.

Your first 90 days

Days 1 to 30: Learn who our drivers are and what they care about by talking to at least 20 of them. Write the shared marketing file: driver profiles, the offer, approved claims and message guardrails. Set up tracking and a waitlist page. Launch small tests in one market.
Days 31 to 60: Find the two or three channels that bring qualified drivers at an acceptable cost. Launch the referral program. Start the weekly report, and build your first two AI workflows.
Days 61 to 90: Put more budget into what works and stop what does not. Present a six-month acquisition plan with budget and targets, including the plan for app launch.

How we will measure success

Qualified driver sign-ups per month.
Cost per qualified driver.
Share of sign-ups who download the app after launch.
Share of acquired drivers still active after 30 days.
Share of sign-ups that come from referrals.
Quality and consistency of the weekly report.
How much of the work can be automated to run from shared files and workflows as we open new markets.

What you bring

Experience

At least 3 years running acquisition campaigns that you owned from start to finish, in a marketplace, gig, mobility, delivery, staffing or consumer app business.
Experience marketing to or recruiting drivers, gig workers or other hourly, mobile workers, or a specific, well-reasoned view of how to reach them.
Hands-on experience with paid social and search. You have managed real budgets and can show results in numbers, such as cost per result and conversion rates.

Marketing skills

Campaign-oriented: You build coordinated campaigns, with audience, offer, creative, channels and follow-up designed together, rather than running separate tactics.
Audience-driven: You understand working drivers through real conversations, not assumptions, and use that to make sonr's message specific and believable.
Range: You are an expert in one area (for example paid social), proficient in a second (for example community and referral programs), and have working knowledge of a third (for example short video or text messaging).
High quality bar: You have strong judgment about what you ship, with or without AI, and can explain why one ad or message is better than another.

AI skills

AI user with judgment: You use AI tools every day to work faster, and you know when to check the output and when not to use it.
AI builder: You build agents and workflows that make your own work more efficient, and you can show us one and explain how it works and where it fails.
Contributor to shared systems: You turn what you learn into shared context, skills and workflows, so one person's build improves everyone's work.

Operating skills

Sets and hits goals: You own targets for your area from start to finish, decide what to cut and what to scale, and report results in plain numbers.
Team orchestrator: You know what to do yourself, what to hand to freelancers, agencies or AI agents, and who to keep informed.
Velocity: You learn and adapt quickly as channels, platforms and tools change, and you build your own assets end to end without waiting on others.

Helpful extras

Experience at, or marketing alongside, Uber, Lyft, DoorDash, Instacart, Amazon Flex or driver-focused tools.
Pre-launch, waitlist or app-install campaigns, including mobile attribution tools.
Community building in driver groups.
Text and WhatsApp marketing, and short-form video production.

Compensation and details

Pay range: negotiable retainer with variable compensation on a per-acquisition basis.
Marketing budget this role controls: scaling with results and market openings.

Our hiring process

Apply. Send your resume, a note of 250 words or fewer about one acquisition campaign you ran (the goal, what you did, what it cost and what it produced), and one example of something you built with AI, such as a workflow, an agent or a skill. A skill is the written instructions for a task that you run with AI. Share the instructions themselves, not only a description of them.
Intro call of 20 minutes with the founder.
Practical exercise of about one hour. Everyone gets the same task, with a few parts tailored to your background. You can present it in whatever format works best for you.
Final interview of about 60 minutes. You will walk us through your exercise and through a piece of real past work from start to finish.
References and a decision.

Rules for using AI in our process

Use AI as much as you like in your application and exercise. We work that way too.
We will ask you to explain in detail how you made what you submit, so include only what you actually did or can fully explain.

sonr is an equal opportunity employer.

Recovery Specialist (Driver) Acquisition Marketer