GTM & Commercial Lead United Kingdom

GTM & Commercial Lead

Remote (UK-based) | Permanent – Full-time or 0.8x |

Reports to:

Founder | Package: competitive salary + uncapped performance bonus + equity

Anya is an award-winning Health Tech start-up providing AI-powered 24/7 support across women’s health journeys — fertility, pregnancy, parenting, menopause, and menstrual health. We are the UK’s No.1 in pregnancy and parenting support, trusted by the NHS, and reaching a population of over 7 million people across 100+ countries, with over 30% of users from underserved communities.

With strong public sector foundations, we are rapidly expanding our B2B business into private sector markets — offering employers and insurers a cost-efficient, scalable, and equitable way to support women’s health. We operate in the UK and Australia, with further international expansion planned into the US and Canada.

As GTM & Commercial Lead, you will be supporting the Founder CEO as a senior strategic partner on all commercial matters — with both the authority to shape Anya’s go-to-market strategy and the drive to personally execute it.

This strategy-and-execution role is a unique opportunity to build and own the end-to-end GTM motion: diagnosing what works, building a repeatable and optimised engine, and running it at pace to deliver revenue. You will work directly with the founder and operate across marketing, sales, product, partnerships and CS. You will be the core salesperson with marketing & fractional sales support, with a clear opportunity to grow the commercial function as the business scales.

• Shape and refine ICP, value proposition, messaging, product and service packaging, and pricing through structured test and learn
• Drive growth experiments (hands-on) – design and execute experiments across channels: outbound, webinars & events, partnerships; rapidly test & learn, and double down on what works
• Own & Optimise the GTM Funnels – diagnose and improve MQLs -> SQLs -> closed‑won conversion; identify & resolve bottlenecks across the pipeline and implement clear funnel metrics and reporting
• Own and optimise overall commercial strategy across all channels and segments. Create a repeatable, optimised, and scalable commercial motion, then make sure it is executed efficiently
  -with automated commercial workflows where possible – to deliver revenue
• Revenue forecasting and full responsibility of GTM and revenue generation — direct‑to‑corporate, channel partnerships, and beyond — working closely with the Founder CEO, marketing, sales, partnerships, and CS teams

• Build commercial pipeline, run pipeline meetings, and progress deals from discovery to signed contracts with high, and improving conversion rates
• Own the full sales cycle — prospecting, sales meetings, follow‑ups, business case building, negotiation, contracting, and renewals. You are a proactive hunter and proven closer.
• Develop and continuously optimise the sales playbook and sales process so future hires can replicate what works
• Create and continuously improve sales decks, one‑pagers, partnership materials

• Develop, prioritise, and continuously strengthen channel partnerships with insurers, resellers, EAP/OHP providers, and strategic partners. Recommend where to invest vs where to stop.
• Build and manage a broker and benefits consultant channel to accelerate pipeline and market reach

• Support international expansion strategy — market scoping, entry planning, prioritisation, and business development support across new geographies

• Manage and develop a high performing core GTM team, fractional sales & marketing resources, and external agencies. Work closely with marketing, product, clinical, and CS teams for market insights, customer needs/feedback, and product/service development roadmap.

• 5+ years in growth, GTM, sales, or commercial roles.
• Proven experience in selling employee benefit products to corporates directly and via resellers and benefit consultants…