Go-to-Market & Commercial Lead
Eticas AI
Remote
Posted on Aug 13, 2025
This is a remote position.
(Fractional / Part-Time / Engaged Consultant) - Initial 3/4-month Contract. 2 days a week. Senior Profile.
APPLICATION REVIEW NOTES: Send your CV + letter of interest + proposed workplan for period – what would you do, based on what you have read and by when.
Eticas is shaping the future of AI safety & assurance, and we need a GTM & Commercial Lead to help us launch and scale our new offering.
You’ll work closely with the CEO, Strategic Product Lead, Head of Innovation, and Narrative Specialist to orchestrate the entire process of creating, prototyping, and launching our new Go-To-Market and Commercial Strategy. You’ll lead both the strategic thinking and importantly, the practical hands-on execution (everything from building tools to keeping sight of longer-term scaling beyond initial traction - so we are set up for the 1, 3, and 100 steps ahead).
This is a fractional role for an engaged consultant who thrives in ambiguity and proactively drives clear actions, progress and outputs without waiting for perfect information.
Requirements
Developing & Executing GTM Strategy
- Define and test ICPs, buyer personas, and segmentation
- Conduct structured market research to map the end-to-end buyer journey and identify key friction points
- Craft clear and compelling messaging, value propositions and differentiation, selecting appropriate distribution channels and overseeing marketing campaigns
- Build and test pilot offers, landing pages, and messaging frameworks, overseeing all aspects of an MVP launch
- Continuously monitor market trends, customer feedback, and competitive landscape to refine strategy and optimise performance
- Ensure seamless collaboration between product, marketing, and leadership on GTM priorities, aligning key insights with product roadmap and narrative positioning
Commercial Strategy & Sales Approach
- Starting with a strategic focus - create and prototype our commercial strategy and sales approach
- Build tools and team design from scratch, optimising for scalable, repeatable growth and sales enablement in the future
- Own delivery of early client pilots; track conversion, feedback, and learnings and translate pilot insights into a structured sales pipeline
- Feed commercial insights into pricing strategy and financial modelling
- Develop, iterate sales pitch based on client learnings
- Lower priority: Early thinking/plan for future foundations- Onboarding flows, proposal templates, and a light CRM (e.g. Notion, HubSpot Starter). Tracking KPIs on product adoption, revenue growth, and client satisfaction to refine product development and GTM, commercial and sales approaches
What Success Looks Like – Key Headlines
- Secure new potential clients as a result of key work in defining market messaging, a new landing page plus sales process and pitch
- Convert at least 75% of pilot clients into paid clients
- Hit agreed financial targets in terms of signed contracts
Profile
- 8+ years in early-stage B2B environments, ideally working across GTM, product marketing, and commercial strategy
- Strong product storytelling and positioning skills, especially in ambiguous/complex markets
- Proven experience designing and scaling founder-led commercial strategies and sales approaches
- Track record of securing early pilots or enterprise deals in compliance-driven or mission-led sectors
- Experience in hybrid consultancy and services-as-software (SaaS) models
- Experience supporting or leading funding rounds in early-stage companies
- Collaborative, ego-light, and fluent in startup ambiguity
- Bonus: experience in ethical tech, regulated sectors, AI governance, AI agent technologies, and their application to safety and compliance use cases
- Available 2 days per week (fractional), flexible time zone preferred (CET or adjacent)