Remote (UK-based) | Permanent – Full-time or 0.8x | Reports to: Founder | Package: competitive salary + competitive OTE bonus + potential share options
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 building 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 international expansion planned into North America.
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. The priority focus will be our B2B offering.
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
- 5-8 years in growth, GTM, sales, or commercial roles.
- Proven experience as a founding salesperson, partnering closely with founders to build a sales pipeline from the ground up. Strong 0-to-1 sales capability, including launching new products, refining value propositions, validating product-market fit, and optimising pricing/packaging through continuous testing and iteration — with the discipline to double down on what works and scale it systematically.
- Proven experience of owning the entire GTM motion and orchestrating marketing and sales for multi-channel demand-gen via test & learn.
- Proven experience in selling employee benefit products to corporates directly and via resellers and benefit consultants successfully.
- Proven experience in owning pipeline, revenue, and commercial strategies.
- A hunter/closer salesperson: Highly hands-on, equally comfortable setting strategy and developing messaging or sales collateral, while also executing—personally leading and closing deals
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 commercial 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 + competitive OTE + 25 days leave + 4% pension + Learning & Development funding
- Full access to Anya’s award-winning women’s health support