Vice President, GTM Strategy - e-Invoicing, AP & AR Solutions in London

Tungsten Automation is building the future of AI-powered workflow automation, already trusted by 25,000 global businesses. Our e-Invoicing, AP, AR platforms are the commercial engine that will define the company's growth trajectory over the next three to five years. We need a world-class strategist to make that engine run.

The VP, GTM Strategy is the architect of how Tungsten takes its e-Invoicing, AP, and AR solutions to market. This is not a sales leadership role. It is a strategy-and-influence role: the person who defines the plays, shapes the motions, builds the commercial frameworks, and ensures every customer-facing team is equipped to drive adoption, retention, and revenue growth across InvoiceAgility and our next generation IVA+ with a focus on our compliant e-Invoicing solutions. The ideal candidate brings a blend of product marketing, sales strategy, and e-Invoicing domain expertise.

This executive will own the commercial success of our compliant AP & AR automation solutions end-to-end, from competitive positioning and sales enablement through to customer activation and network monetization. They will be the strategic connective tissue between Product, Sales, Marketing, and Customer Success, ensuring that our go-to-market execution matches the ambition of our product roadmap.

The right person for this role is a builder and a thinker who operates with urgency. They are equally comfortable presenting to the Board on our compliant AP & AR market strategy as they are in the details of a regional sales play for IVA+ adoption. They don’t wait for permission; they see the gap, design the solution, and rally the organization to execute. This is a high-impact, cross-functional role with significant internal and external visibility, with the potential to evolve into a people leadership position.

• e-Invoicing Commercial Ownership
• Own the end-to-end commercial strategy for Tungsten’s e-Invoicing solutions across all markets, including competitive positioning, pricing strategy, and sales enablement.
• Translate global e-Invoicing regulatory mandates into actionable commercial opportunities—ensuring Tungsten captures market share as compliance deadlines drive buyer urgency.
• Define the e-Invoicing value proposition for both buyer (AP) and supplier (AR) segments, ensuring clarity on how Tungsten’s compliance capabilities differentiate against competitors.
• Establish and track commercial KPIs for e-Invoicing: new logo acquisition, customer activation rates, compliance adoption, and ARR contribution.

• Design and operationalize the go-to-market playbook for IVA+ including target segmentation, ideal customer profiles, competitive battle cards, objection handling, and deal qualification frameworks.
• Define the right sales plays and motions that Sales can execute repeatably—bridging the gap between product capability and revenue realization.
• Partner with Product Management and Marketing to align positioning, messaging, and launch execution for new features and platform capabilities.
• Advise regional sales teams on deal strategy, pricing, and packaging for complex AP/AR opportunities without carrying a personal quota.
• Partner with our Pay+ team to drive our Invoice-to-Pay positioning in the market.

• Define the post-sale client journey from activation through advocacy, establishing the adoption milestones and engagement model that drive renewal outcomes.
• Own customer activation rates, product usage metrics, and satisfaction scores as leading indicators of retention—working hand-in-hand with AEs on renewal strategy.
• Design and champion interventions for at-risk accounts, ensuring the organization has a proactive playbook for preventing churn.

• Advise on the strategy to monetize and grow Tungsten’s supplier and InvoiceAgility e-Invoice network as a core growth engine.
• Define the go-to-market for supplier offerings as standalone value propositions and architect enrollment strategies that transition passive network participants into active, paying customers.
• Partner with Product on network-effect strategies that increase the value of the platform as supplier participation grows.

• Serve as the primary strategic voice for the AP/AR business internally, continuously challenging the organization to evolve its approach and accelerate growth.
• Brief the Board, executive leadership, and cross-functional stakeholders on e-Invoicing market dynamics, competitive positioning, and commercial performance.
• Ensure alignment between AP/AR GTM strategy and Tungsten’s broader Invoice-to-Pay positioning and company-wide revenue targets.
• Represent Tungsten externally with industry analysts, at key events, and in customer advisory settings as a subject matter authority on e-Invoicing and AP & AR automation.
• Leverage AI-enabled tools and analytics to improve GTM efficiency, forecast accuracy, and strategic decision-making, in accordance with company AI governance standards.

• 10+ years of progressive experience in GTM strategy, commercial leadership, or strategic consulting roles within enterprise SaaS, fintech, or financial automation.
• Deep domain expertise in AP/AR, e-invoicing, supplier payments, and financial automation solutions—including a strong understanding of global regulatory mandates (CTC, Peppol, ViDA), competitive landscape, and analyst ecosystem.
• Proven ability to design and operationalize GTM playbooks, sales plays, and commercial frameworks that directly drive ARR growth including sales enablement assets such as battlecards, objection handling guides, and buyer personas, with a track record of using pipeline metrics, deal velocity, and win/loss analysis to continuously refine GTM motions and drive ARR growth.
• Track record of cross-functional influence in matrixed environments—the ability to drive outcomes through Product, Sales, and Marketing without direct authority.
• Strong executive presence with the ability to engage credibly with C-suite clients, Board members, industry analysts, and internal senior leadership.
• Strategic thinker who also operates with executional urgency—comfortable toggling between Board-level strategy and detailed sales play design.

• Experience with network or ecosystem business models (supplier networks, two-sided marketplaces, partner ecosystems).
• Background in e-invoicing compliance, tax technology, or regulated financial services across multiple geographies.
• Experience leading small, high-impact specialist teams in a matrixed or overlay model.
• Proficiency with AI-enabled tools for commercial analytics, market intelligence, and GTM optimization and experience with GTM for AI-powered workflow.