Commercial Lead

About Ornata

Ornata is building the remote operations platform for agriculture.

We help farms operate machinery without a human in the cab, using the equipment they already own. Our service combines retrofit autonomy hardware, remote operators, AI, and operational systems to unlock the benefits of autonomy for every farm.

We are working with some of Australia’s leading broadacre farming businesses and are now building the commercial and operational foundations required to scale safely, reliably, and repeatably.

About the role

We are looking for a Commercial Lead to help take Ornata from founder-led sales to a repeatable, scalable commercial function.

This is a senior, company-building role with the potential to grow into a CCO position as Ornata scales.

Today, Ornata’s commercial work is led by the founders. We have live deployments, strong customer interest, and growing demand from corporate farms, large family farms, dealers, and strategic partners. The next stage is about turning that traction into a disciplined commercial engine.

You will lead sales and commercial strategy for Ornata. You will own the pipeline, build customer relationships, shape the sales process, and help define how we take remote operations and autonomy-as-a-service to market.

This is not a role for someone who wants to sell ahead of the product. Ornata operates real machines, in real paddocks, for real customers. What we sell has to match what we can safely and reliably deliver.

We are looking for someone commercially ambitious, but operationally grounded. Someone who can create urgency without overpromising. Someone who can help farmers, dealers, and large-scale operators understand why Ornata is different, while protecting the trust that makes the service work.

What you’ll do

In this role, you will:

• Take ownership of the sales pipeline.
• Convert founder-led demand into a repeatable sales process.
• Lead sales with corporate farms, large family farms, dealers, and strategic partners.
• Qualify the right customers and use cases.
• Shape pricing, packaging, and commercial terms.
• Build sales materials, proposals, and customer-facing collateral.
• Set up CRM, forecasting, and reporting discipline.
• Work closely with operations and engineering so commercial promises are deliverable.
• Feed customer insight back into product, operations, and strategy.
• Help define the future commercial team.

What success looks like

In the first 90 days, success will look like:

• Understanding Ornata’s product, service model, and customer narrative.
• Reviewing the existing pipeline and customer segments.
• Defining a clear ideal customer profile.
• Establishing a simple qualification process.
• Creating a structured sales process.
• Improving proposal and sales materials.
• Taking ownership of key founder-led opportunities.
• Building a practical revenue forecast.
• Earning trust with the founders, operations, and engineering teams.

Over the first 12 months, success means:

• High-quality new contracted revenue.
• A repeatable commercial process.
• Clearer customer segmentation.
• Stronger conversion of qualified opportunities.
• Disciplined pricing and commercial terms.
• A scalable dealer and partnership strategy.
• A stronger market narrative for Ornata.
• The foundation for a future sales team.

What we’re looking for

We are looking for a commercial co-builder, not just a salesperson.

You may have come from agriculture, agtech, machinery, industrial technology, fleet systems, mining technology, logistics, robotics, SaaS, or another complex B2B environment.

Agriculture experience is valuable, but not mandatory. What matters most is that you can sell a new category into a practical, operational market.

What you’ll bring

You should bring:

• Experience selling complex B2B products or services.
• A track record of winning strategic or enterprise customers.
• Strong commercial judgement.
• The ability to build a sales process from early traction.
• Comfort working directly with founders.
• Discipline around qualification, pricing, and forecasting.
• The ability to simplify complex technology without overselling it.
• Respect for product, operations, and safety constraints.
• Credibility with senior executives, farm managers, dealers, and operational teams.
• A long-term company-building mindset.

Why join Ornata

This is an opportunity to help build the commercial function of a company creating a new category in agriculture.

Farms are under pressure to do more with fewer people. Labour shortages, long operating windows, and increasing complexity are making it harder to get critical jobs done on time.

Ornata gives farms a practical way forward. We help customers use the machines they already own, run their standard operations, and access the benefits of autonomy today.

You will shape not only how Ornata sells, but how the market understands the future of remote operations and autonomy in the paddock.

Compensation

We expect to offer a competitive senior package with base salary, performance upside, and equity/options.

We are open to meaningful commission or bonus upside for the right person, provided incentives are aligned to high-quality revenue, strategic customer wins, and long-term company value creation.