Strategy Analyst - GTM in City of London

KPay Group (“KPay”) is a leading fintech company committed to empowering businesses of all sizes through simple, seamless, smart and secure technology solutions. Serving more than 89,000 merchants across Australia, Hong Kong, Japan, and Singapore, KPay helps unlock growth potential by building a one-stop platform for financial management, business operations, and digital transformation.

In 2024, KPay raised a record-breaking USD 55 million in its Series A funding round - the largest globally in the payments sector that year. The company has since been recognised as PayTech of the Year at the 2025 Asia FinTech Awards, selected on Forbes Asia’s 100 to Watch list in 2025 and ranked among Singapore's Top FinTech Companies 2026 list, curated by Tech in Asia and Statista.

About the Role: In this role, you will help lead KPay's UK market entry and play a key role in building our commercial presence from the ground up. This is not a traditional strategy role. As one of the first members of KPay's UK expansion team, you will have significant ownership over where we play, how we enter the market, and how we turn opportunities into real commercial growth.

You will work closely with merchants, local partners, Product, Marketing, Finance, Compliance, and our global teams to identify high-potential opportunities, build partnerships, develop go-to-market strategies, and turn market insights into measurable revenue and transaction volume.

If you're someone who enjoys researching a market, building the business case, negotiating with partners, and then rolling up your sleeves to make it happen, this role is for you. You’ll be operating in a true 0-to-1 environment, where there is no existing playbook, building it along the way.

Responsibilities:

• Zero-to-One Market Penetration & Expansion Execution: Own and execute KPay’s expansion strategy across high-growth UK verticals, regions, and commercial channels. Move rapidly from hypothesis to live market testing - carving out beachheads, winning early adopters, and driving measurable transaction volume from day one.
• Community Building: Actively build relationships with local partners, industry bodies, and merchants on the ground - evaluating, structuring, and formalising partnerships, while also building genuine community presence for KPay in the UK market.
• Commercial, Legal & Financial Structuring: Lead the analytical and structuring work behind new partnerships and expansion initiatives - reviewing contracts and commercial/legal terms, and building the financial case (unit economics, pricing models, business cases) for new opportunities.
• Playbook & GTM Framework Development: Turn findings and pilot learnings into clear, well-documented, repeatable playbooks and GTM frameworks/materials that the wider team can scale and execute against.
• Commercial Packaging: Help design commercially sound product/pricing structures tailored to UK SME segments, in collaboration with Product and Finance.
• Revenue Operations Setup: Help stand up core reporting and operational infrastructure (pipeline reporting, forecasting, commission structuring) as one of several functions this role helps set up in the early days.
• Cross-functional Coordination: Work closely with Product, Marketing, Finance, and Compliance teams (UK and HQ) to ensure the go-to-market plan is well-structured, executable, and compliant with UK regulations.

Requirements:

• Background in consulting, strategy, legal, corporate development, or research is a strong fit.
• Strong commercial acumen - comfortable working through deal terms, contracts, and legal/regulatory considerations, and confident enough to negotiate them.
• Strong financial literacy - able to build and sanity-check unit economics, pricing models, and business cases for new opportunities.
• Excellent research and strategic thinking skills - able to independently identify and validate new market expansion opportunities from first principles.
• A genuine love of 0-to-1 building: energised by ambiguity, undefined processes, and being asked to figure things out rather than follow a playbook that already exists.
• Hardworking, highly committed, and willing to go the extra mile — this is a founding-team-style role, not a 9-to-5.
• Open to travel as needed.
• Growth mindset is required: passionate about finding right talent model, training and working with high performance team members.