GTM Lead in London

The Company: Fertifa is a leading reproductive health and neurodiversity benefits provider, covering all underserved areas of healthcare. Our mission is to make personal healthcare accessible for all individuals, regardless of gender, sexual orientation, age, or relationship status. We have a long‑standing legacy of providing reproductive health and neurodiversity clinical support to global enterprises and SMEs alike. Today, our services extend across fertility and family‑forming, maternity, menopause, women’s and men’s reproductive health and neurodiversity, offering clinical and wellbeing support, educational resources, and financial assistance — all through our Fertifa app.

After acquiring Juniper Reproductive Health and completing a seed extension in 2025, we are now entering an exciting phase of growth. As we scale, we’re building a team of mission‑driven, high‑performing individuals passionate about transforming employer‑funded healthcare.

The Role: This is an exciting opportunity to join the Fertifa team. We have already secured top‑tier enterprise and SME customers, including Meta, Lululemon, Bain Capital, Sony Music, Citadel, Monzo, Virgin Limited Edition, H&M and others. We are now looking for a highly driven GTM Lead. In this role, you will blend performance marketing fundamentals with a rigorous experimentation mindset, constantly thinking about AI tooling and uncovering new and untapped inbound strategies.

The role is split between scaling Fertifa’s high‑performing lead‑gen channels and exploring buyer behaviour, AI tooling, and how stagnating inbound channels are reshaping B2B marketing. You will be responsible for the end‑to‑end execution of our new clinical pathway launches—including lifestyle health, infant care, and mental wellbeing. You will report to the Head of Marketing, whilst working very closely with our Sales, Clinical and Client Services teams, along with the rest of the business functions at Fertifa.

Key Responsibilities:

• Strategy and Market Definition: Design and own end‑to‑end launch strategies for new clinical pathways, ensuring successful market entry for products like infant care and mental wellbeing. Refine Fertifa’s Ideal Customer Profile (ICP) and target markets, prioritising high‑value industries to accelerate Fertifa’s market share. Shape product positioning and messaging for our new services, translating clinical excellence into value propositions that speak directly to the pains and challenges of our Enterprise and SME customers.
• Performance and Growth: Work closely with our Digital Marketing Associate to own the strategy for all existing performance channels (Paid Social and Paid Search) while also defining a new B2B growth playbook. Build and scale Fertifa’s B2B acquisition infrastructure, identifying emerging high‑performance channels and doubling down on what works. Continuously explore AI tools that will help our Marketing and Sales teams improve targeting, personalisation, outreach, and pipeline development. Drive continuous optimisation through A/B testing of copy, visuals, and landing pages in collaboration with the Product team.
• Sales Enablement and Revenue Growth: Create the “Sales Toolkit,” working with the wider Marketing team to produce high‑impact campaigns and collateral that helps accelerate deals across the funnel. Identify conversion bottlenecks in the early pipeline and implement nurture strategies through organic email to maximise revenue growth. Outline and manage lead nurture workflows with source attribution, ensuring high‑quality reporting and analytics to track lead volume and value. Maintain a tight feedback loop with our ICP to ensure user insights are integrated back into Fertifa's strategic roadmap.

Key Metrics You’ll Own:

• Pipeline creation: Value and volume of qualified ICP leads / MQLs.
• Cost per lead: Efficiently scaling spend.
• Conversion rates: From first touch to when we pass leads over to the Sales team.
• Revenue growth: Directly impacting the bottom line.

Qualifications & Experience:

• Proven success in running Paid Social (LinkedIn) and Paid Search (Google Ads) campaigns that generate measurable pipeline.
• Obsessed with constantly testing new channels, tools, and approaches rather than relying solely on stale B2B playbooks.
• Actively explore AI tooling and automation opportunities to improve outreach efficiency.
• Comfortable owning both GTM strategies and hands‑on execution.
• Proficient in analytics platforms, with the ability to optimise for Cost Per Lead and conversion rates; experience in HubSpot is a bonus.
• Solid understanding of how organic SEO and AEO integrate with paid strategies for long‑term growth.
• Work on everything from lead‑gen events that aim to drive leads and build community, to ICP definition.
• Run automations, workflows and automated sequences using tools to drive outbound reach.
• Strong ability to build relationships internally and externally while operating in a fast‑paced environment.

Skills & Attributes:

• Self‑starter with “hustle” and the energy required to thrive in a product‑led, early‑stage startup.
• Strong project‑managing skills to align sales, product and marketing so the vision is the same.
• Assertive, professional communicator who projects confidence when speaking to prospective clients and cross‑functional teams.
• Fastidious attention to detail and the ability to prioritise a complex workload.
• Passionate about healthcare innovation and the areas of healthcare that have long been under‑served.
• Open‑mind to utilising AI tools to optimise efficiency and marketing performance.

Nice to have:

• Prior experience in startups in the health‑tech or HR sector.
• Strong internal and external stakeholder management skills with a strong desire to operate within a high‑performing culture.

What we offer:

• Competitive salary
• Hybrid working (in the office 3 days per week) with office near London Bridge (SE1)
• 25 days holiday +