GTM (Go-To-Market) Lead

Our mission is to make meaningful learning a part of your everyday 🧠. The shelf life of our skills is now less than 5 years. So, if you stopped learning today, your skills would soon be irrelevant. Think that’s a big problem? You’d be right.

About HowNow

Enter HowNow. Founded in 2019, HowNow is an AI platform that connects what people learn to the skills businesses need to drive better performance and help companies hit their goals faster. Already used by fast-growing scale-ups and global enterprises, such as the UK Government, Investec, and Trainline, we’re pushing the boundaries of how people learn.

The Opportunity: GTM Lead

Hi I'm Nelson, the CEO at HowNow 👋🏾 I’m looking for a GTM Lead to join us. We’re at an inflexion point. The product is sharp, the category is moving our way, and the team is lean. We need a hands-on GTM leader who lives across both marketing and sales. Someone who can turn clarity of positioning into a repeatable pipeline engine, ship product launches that land, and build the commercial muscle to win in mid-market and enterprise.

This is a player-coach role. You’ll be in the work, shaping the positioning, reviewing copy, coaching deals, not just reviewing plans. You'll own the new revenue number, lead the sales and marketing team, and own taking our products to market.

Alongside the opportunities to develop and grow your career, we're a fun and friendly bunch. Check out our candidate hub to learn more about our culture!

What You'll Own

• •💰The number: New ARR across mid-market and enterprise, quarter by quarter. Pipeline coverage, win rate, sales cycle, segment mix, and ACV are all yours to manage.
• •💌 Positioning and messaging: You own how HowNow is explained, sold, and remembered. That means the website copy, the pitch deck, the one-pager, the email sequence. You’ll write and review at a level of detail that most GTM leaders delegate. If the messaging is off, that’s on you. You will craft the story of what makes the product unique, how it delivers business outcomes and benefits to customers.
• •💻 Product launches and releases: Partner on launch strategy and own the GTM execution: messaging, enablement, campaign, pipeline targets, measurement. Our product is evolving fast, and the release cadence will be high. Launches need to land, not just ship. Align teams across marketing, sales, product, and partnerships to ensure the product launches to the right audience at the right time.
• •📈 Pipeline generation: Build a repeatable demand engine across outbound, inbound, partner, and customer-sourced pipeline. Own the ICP definition for each segment, and make sure every rep, marketer, and partner is aligned on the same targets.
• •🎯 Segment strategy: Mid-market and enterprise require different motions, different messaging, and different deal mechanics. You’ll define where we lean in, where we qualify out, and how we allocate coverage. Enterprise needs a named account motion; mid-market needs velocity. You’ll design both.
• •🚀 The AE team: Coach, forecast, and raise the performance floor. Reduce ramp time and narrow variance. Own enablement and the sales playbook across both segments, and be close enough to the work to know when something’s not landing.
• •🦸‍♀️ The Marketing team: Coach and support the marketing team to deliver best-in-class campaigns across content, demand generation, events, PR & social.
• •👭 Customer marketing: Turn customers into the strongest growth channel: references, case studies, expansion pipeline, and community. This is a strategic priority, not a side project.
• •🤝 The channel motion: Work with the Channel Partnerships Manager to build a partner-sourced pipeline into a material contribution.
• •👩‍💻 The GTM operating rhythm: Weekly pipeline reviews, monthly forecast, quarterly planning, and launch readiness. You set the cadence, and the team runs to it.

What We're Looking For

• •You have built and owned marketing and sales in a high-quality B2B SaaS environment, not one or the other. You’ve written positioning, run campaigns, and carried a revenue number.
• •You have managed AEs directly across mid-market and enterprise: forecasting, deal coaching, performance management, and enablement.
• •You have managed marketing teams and all campaigns, overseeing campaign planning, execution, and reporting. Hands-on with copy and creative quality. You review and rewrite, not just approve.
• •You have demonstrably AI-native in how you operate. Please provide specific examples of workflows, tools, or team leverage built around AI, not “I use ChatGPT sometimes.”
• •You have a track record of hiring and developing commercial and marketing talent in the UK market.
• •You are data-driven and confident in using data to optimise growth.
• •You have experience selling into People, L&D, or HR Leaders.
• •You have owned a product launch end-to-end - not just the marketing slice.
• •You have built or scaled a channel/partner motion.

What You'll Get

• •💰 Our salaries are calculated using a SaaS benchmarking tool called (Figures). The salary band for this role is £75,000-£100,000 per annum. You’ll also receive a 10% performance based bonus on top.
• •🏡 Hybrid working (2x a week in our London office, Tuesdays and Thursdays) and flexible working hours.
• •🌍 Work From Anywhere, for up to two weeks per quarter, which you can read about here.
• •💆 Wind-down Fridays. No meetings from 2pm onwards on Fridays, for you to wind down for the weekend. Our HowNow’ers use this time to exercise, study, or spend some time with their family and friends, which you can read about here.
• •👼🏼 Enhanced maternity and paternity policies which you can read about here.
• •🌴 25 days holiday, plus bank holidays and your birthday day off.
• •💰 An enhanced employee pension scheme.
• •👩🏾‍⚕️ Private health insurance through Bupa and access to the Yulife App.
• •📚 An annual £500 learning and development budget.
• •🐶 Dog friendly offices - we love our pets! 🐾
• •🤩 Monthly socials, which have included mini-golf, Hijingo, shuffleboarding, 5-a-side football and Badminton.
• •💡 Access to the very best learning platform out there (HowNow+) to keep you at the top of your game.
• •🚲 Cycle to Work scheme.
• •💰 Financial wellbeing support via Mintago, which includes access to Yellownest where you can receive up to 47% off childcare.

What's Next? 🤔

• •Once you've applied, we'll get back in touch with you. This is usually within the next 3 working days. Sometimes it can take slightly longer, but we will get back to you as soon as we can, regardless of what the outcome of your application is.
• •You'll be invited to a 30-minute video call with Pauline, our VP of People.
• •The second stage is a 45 minute video call with Kuvera, our COO/Co-Founder.
• •The final stage is an in-person task presented to Nelson, Kuvera, Pauline and one other Senior Stakeholder.