GTM & Commercial Lead
Remote (UK-based) | Permanent – Full-time or 0.8x | Reports to: Founder | Package: competitive salary + uncapped performance bonus + equity

ABOUT ANYA
Anya is an award-winning HealthTech 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.

THE ROLE
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.

KEY RESPONSIBILITIES
Commercial Strategy and GTM Motion

• 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

Enable Pipeline Development & Sales Execution

• 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

Partnerships & Channel Development

• 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

International Expansion

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

Management & Cross-functional Collaboration

• 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.

WHAT WE’RE LOOKING FOR
Non-Negotiables

• 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 successfully.
• Proven experience within a start-up or a fast-changing, highly dynamic environment.
• Proven experience in owning pipeline, revenue, and commercial strategies.
• Strong understanding of B2B sales funnels and conversion optimisation; analytical and experiment-driven mindset
• Pricing, packaging, and contracting expertise —track record in pricing strategy and B2B negotiations
• Highly hands-on, equally comfortable setting strategy and developing messaging or sales collateral, while also executing—personally leading calls, following up, and closing deals
• Demonstrated ability to be an early commercial hire, scaling the function from the ground up with pace and rigour

Highly Desirable

• Proven experience and existing network in building partnerships with B2B aggregators including insurers, cash plans, EAPs, OHPs, resellers, and benefit brokers.
• International market expansion experience — comfort with multi-market commercial planning and entry strategy

WHO YOU ARE

• Commercially driven and results-hungry — you measure success in outcomes (revenue) not activity and are energised by hitting targets
• A builder and executor — you can zoom out to design the strategy and zoom in to do the work
• Passionate about women’s health and the power of technology to improve lives at scale
• Nimble, adaptive, and fast — you thrive in ambiguity, move quickly, and manage multiple priorities without losing focus
• Humble and collaborative — you know when to lead and when to listen, and you make the people around you better

WHY WORK WITH US

• A unique opportunity to shape the commercial strategy of an innovative, mission-driven product
• The Founder CEO’s strategic right hand with genuine influence over company direction
• Work with a tight-knit, passionate, and world-class team who care deeply about what they are building
• Potential share options — share directly in the success you help create
• Remote and flexible — most of our team are working parents and we design around real lives
• A competitive base salary + uncapped performance-driven bonus + 25 days leave + 4% pension + Learning & Development funding
• Full access to Anya’s award-winning women’s health support

Anya is an equal opportunities employer.