Go To Market Lead

Head of Go To Market Blue Light Card. Individually great, together unstoppable The Role and the Team This is a 6-month fixed-term contract. We're looking for a Head of Go-to-Market to build the sales and marketing engine that connects our members with local offers from independent businesses in their communities. You’ll be accountable for the full end-to-end GTM process for BLC Near Me: positioning, demand generation, sales execution, onboarding, lifecycle growth, and up-selling to paid listings, with a particular focus on connecting with and activating small local retailers. You’ll manage a small team and work closely with Product, Engineering, Data, and the wider BLC platform to ensure the proposition and tooling support scalable growth. The role requires someone who actively uses AI to research, personalise outreach, accelerate content and campaign iteration, and improve the quality and impact of outreach, while maintaining high standards for brand, compliance, and member trust. What You'll Do Own the end-to-end GTM strategy and execution for BLC Near Me, from positioning and messaging through to acquisition, activation, and merchant retention, with full accountability for the GTM budget Design and launch a new sales motion for small local retailers: segmentation, lead sources, outreach cadences, pitch and objection handling, pricing and packaging inputs, and close playbooks Own the launch of a Freemium listings model into the small local retailer channel, defining the proposition and go-to-market approach Build the marketing engine with your Growth Marketing Manager, covering content and offer strategy, campaign planning, channel experimentation, and performance reporting Specify and configure HubSpot to run the pipeline, including lifecycle and deal stages, automation, sequences, dashboards, forecasting, and data quality Own funnel and revenue metrics including leads, conversion rates, CAC, activation, retention, and unit economics, driving a weekly operating rhythm to improve them Oversee lifecycle growth with your Customer Success Manager: merchant onboarding, comms, renewal and retention motions, and feedback loops that inform product and proposition Partner with Engineering and Data to reduce friction in the onboarding and conversion experience for both merchants and members What You'll Bring Extensive experience leading go-to-market functions (sales and marketing combined) with clear revenue accountability, ideally in an early-stage or low-maturity environment where you created the playbook rather than inherited one A strong track record selling to small local retailers or local SMEs, including building repeatable inbound and outbound acquisition motions in high-volume, relationship-led contexts Setting up sales CRM capability: specifying  how HubSpot (or similar) should be used for pipeline stages, automation, reporting, forecasting, and team adoption Growth marketing capability across channel testing, messaging and creative iteration, experimentation, and performance measurement Commercial sharpness, you think in terms of unit economics, payback, and scalable levers, and are comfortable owning revenue metrics across the full funnel Experience managing and developing a small team with clear goals and an operating cadence that balances pace with quality A demonstrable, opinionated approach to AI in your own GTM workflow, with examples of how it has improved research, personalisation, content, or sales effectiveness Experience in local commerce, marketplace, or membership and loyalty models would be a strong advantage, but is not essential Our Culture Our mission is simple – make heroes happy. Our members are the real-life heroes who keep us all safe, cared for, and thriving. It's what gets us up in the morning and pushes us to go further, think bigger, and create something that truly matters. By focusing on their happiness, we create amazing experiences, deliver unrivalled discounts, innovative products, and world-class service. We don't just follow the usual path - we look for smarter, bolder ways to deliver real impact. We take ownership, move fast, and work shoulder to shoulder to build something special. We're committed to building a diverse and inclusive team where everyone feels they belong. Different perspectives and experiences help us grow, innovate, and better reflect the communities we serve. We promote hybrid working, and value in-person collaboration so encourage time in our offices, where you can make the most of our fully stocked snack drawers – either the HQ in Leicestershire, or London, Holborn office. The frequency and office location will vary depending on the role and team. We aim to be flexible, but we aren't able to offer fully remote working. Blue Light Card is an equal opportunities employer. We believe that employing a diverse workforce is key to our success. We make recruiting decisions based on your experience and skills. In the event of a high number of applications, we'll prioritise candidates who meet both the essential and desirable criteria for the role. What We Offer Hybrid working and flexible hours EV charging and free parking onsite at HQ 25 days annual leave plus an additional day off for your birthday, and a buy and sell holiday scheme of up to 5 days A company bonus scheme Your own Blue Light Card and exclusive access to thousands of discounts Generous funded BUPA medical insurance covering pre-existing conditions Auto-enrolment pension scheme via salary sacrifice, with employer NI savings reinvested into pensions Enhanced parental leave and absence leave Healthcare cashback plan Employee assistance programme (including mental health support) and mental health first aiders Great social events e.g., festive party, summer party, team socials, sports matches Regular company-wide recognition events e.g. monthly Light's Up and annual Shine awards Relaxed dress code and modern office space (games area, chill-out areas, book club, free drinks/snacks) Onsite gym at HQ (including access to free HIIT & stretch classes) Strong learning and development culture and personal growth fund #LI-Hybrid Department Marketing Locations Cossington, London Remote status Hybrid