Equals Group PLC
Strategy & GTM Lead
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About Equals
Equals is the next-generation global money movement platform built for exceptional businesses operating across borders. We bring international payments, embedded finance, and more together into a single connection that simplifies operations and strengthens financial control. With deep expertise and integrated infrastructure, Equals turns financial complexity into reliable solutions.
With our headquarters in London and teams around the UK and Europe, you will join a very close-knit, talented and supportive team from various backgrounds who believe that bringing different perspectives together helps us understand our customers' needs. United, by one thing, making money management straightforward and cost-effective for our customers.
About the role
As we enter our next phase of growth at Equals, we are looking for an exceptional Strategy & GTM Lead to define where and how we win commercially, and turn that into consistent, disciplined execution on the ground. This role combines commercial strategy, covering target segments, verticals, ICPs and competitive positioning, with the playbooks, training, certification and enablement assets that make that strategy real for every seller.
Reporting to the SVP Commercial Strategy, GTM & Revenue Operations, you will set our commercial direction and make sure the sales team is equipped to deliver it. It is central to our growth ambition.
This is a senior appointment. You will carry the commercial strategy agenda for the business, set the standards the wider revenue team works to, and lead us through a period of significant change at pace. The shape of the team around this role will develop as the function does.
About you
You are a high-calibre commercial strategist and operator who brings real intensity to the work. This is a step-change hire: someone equally comfortable building the 3-year commercial narrative and getting hands-on to ship the playbook that makes it land on the sales floor. You carry enough weight to hold your position with senior commercial stakeholders and a room full of sellers, and you are experienced enough to lead, mentor or build a team around you as the function grows.
You are analytically rigorous. You are comfortable sizing markets, prioritising verticals and building the evidence behind a bet. You are also commercially credible with a sales floor, turning that thinking into playbooks sellers actually use. You build agent-first, using AI to draft collateral and remove admin so sellers spend their time selling. You move at pace and hold the line on quality.
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You will work closely with the SVP, the revenue SVPs, Revenue Operations, Marketing / Product Marketing and the sellers themselves.
Responsibilities
- Own the commercial strategy source of truth: target segments, verticals, ICPs, use cases and competitive stance.
- Codify where we win now: the verticals and motions that reliably produce revenue, with the evidence behind them (win rates, sales cycles, productivity).
- Identify where we can win next: size and prioritise adjacent verticals and new markets, with clear hypotheses and a test-and-learn plan.
- Translate strategic choices into GTM direction: territory / coverage approach, messaging inputs and campaign priorities, partnering with Marketing.
- Build and maintain the commercial scorecard that links strategy to pipeline to revenue.
- Own competitive positioning: how we win against the competitors we meet most often, and where we can displace them.
- Own the design of the enablement “101” that teaches the deal-stage flow, required fields and tools (SoW generator, prospect hub, collateral library), and the standards around using them.
- Turn segment and vertical assessments into GTM sales-enablement playbooks, with guardrails that keep sellers in appetite and cut out-of-appetite deals.
- Build and run the certification path: a seller is certified before they carry a number.
- Set the standard for onboarding and ongoing training across the revenue team, and hold the bar on adoption rather than just publication.
- Own the sales asset set (pitch narratives, vertical crib sheets, competitor attack material, case studies) and the agent tooling that drafts it, so sellers spend their time selling.
- Measure enablement coverage and its link to win rate and productivity, feeding results into the commercial scorecard with Revenue Operations.
Accountabilities
- Clarity on where and how we win, evidenced in prioritised vertical and market choices that feed directly into GTM plans.
- New and adjacent market bets tested, called, and either scaled or stopped.
- A commercial scorecard the revenue team actually runs on, linking strategy to pipeline to revenue.
- Certification completion before sellers carry a number.
- Adoption of the playbooks and tooling (used, not just shipped).
- Measurable contribution to win rate and productivity per head.
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Essential Skills
- A proven, evidenced track record in commercial strategy, GTM strategy or revenue/sales enablement in a B2B business, ideally payments or fintech.
- Experience shaping commercial strategy: segment / vertical prioritisation, market entry thinking, and translating those choices into GTM execution.
- Evidence of building playbooks and certification that measurably lifted seller performance.
- Strong data and analytical skills; comfortable building the evidence behind a market or vertical bet.
- A confident CRM user (ideally HubSpot), fluent in pipeline and deal-stage logic.
- Strong on adoption and change: you get commercial teams to use what you build.
- Commercially credible with a sales floor, and comfortable holding a high standard.
- A bar-raiser who brings relentless intensity and lifts the standard of those around them.
- Comfortable embedding AI/agent tooling into a commercial team.
- Experience operating in a high-growth or post-merger / scaling environment.
- The seniority and presence to lead a commercial function through transformation at pace, including leading, mentoring or building a team where the business needs it.
Desirable Skills
- Background in strategy consulting, commercial finance or revenue analytics.
- Content or creative fluency for producing sharp sales assets.
- Experience with modern enablement tooling beyond HubSpot.
Diversity & inclusion
Equals is committed to building a workplace where everyone can be themselves. We actively welcome different perspectives, backgrounds and experiences, and we'll work with you to understand what you need to do your best work. We're an equal opportunities employer and proud of it.
We offer hybrid working across our teams, balancing time in the office — for collaboration, events and the relationships that make work rewarding — with the flexibility to work remotely where roles allow.
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