Responsibilities

• Own UK positioning across all three segments
• Define who we win with in primary care, NHS trusts, and private healthcare — by buyer type and by stage of the sales cycle
• Build distinct narratives for each segment, not variations on one. A GP running a practice partnership thinks differently from a trust procurement committee, who thinks differently again from a private hospital CEO
• Understand the job UK buyers are actually hiring Heidi to do, and build messaging from that, not from the product feature list
• Pressure-test positioning with the field and iterate quickly — clarity over perfection
• Build regulatory-aware messaging
• Heidi is a regulated medical device (SAMD) in the UK. Understand those constraints well enough to build messaging that's compelling without creating compliance exposure
• Own the line between a claim that lands and a claim that creates legal risk
• Account for medical device approval timelines in how we tell the roadmap story, so the field is never overselling what's not yet cleared
• Deliver enablement that holds up to clinical scrutiny
• The UK buyer is often a practicing clinician. They'll interrogate claims at the workflow level
• Build the assets that win deals: segment-specific pitch decks, talk tracks, objection handlig guides, one-pagers, and proof points that survive that scrutiny
• Ensure sales can tell the story confidently without you in the room
• Ship fast, gather feedback from the field, and improve
• Be the voice of the UK market internally
• Bring clear, actionable insight on UK buyers, segments, and the NHS environment back to leadership and the global team
• Partner closely with the UK product team on Heidi Comms — our communications product — as it expands in the UK, a significant near-term opportunity
• Feed market learnings back into Product, Sales, and Marketing to sharpen how we win across all three segments

Requirements

• 5+ years owning GTM strategy — positioning, messaging, sales enablement, and go-to-market execution — at a tech company with a direct or field sales motion. We mean owned it, not supported it
• Experience in a regulated or politically complex environment. The UK's SAMD environment is specific and consequential. An accidental misclassification claim in messaging creates real legal exposure, so we need someone who takes that seriously without being paralyzed by it
• Healthcare experience is a strong preference here. The market rewards people who already understand how clinicians think and how the NHS buys
• Comfort with an unusual buyer dynamic. In primary care, the GP is both the buyer and the user. That dual role changes the pitch in ways a purely B2B background won't prepare you for
• A track record of partnering closely with sales: you've been in the room, you've shaped the deck, you've trained the reps, and you know what "good enablement" looks like from the field's perspective
• An exceptional writer — clear, direct, and able to shift register from a clinician one-pager to a trust procurement business case without losing the thread
• Able to operate with autonomy on a lean, high-trust team. You bring the market perspective in rather than waiting to be briefed

Benefits

• Your health, covered. Comprehensive private medical and dental cover through Bupa, plus 24/7 mental health, coaching and wellbeing support through Sonder and a £100/month Healthy Heidi’s stipend.
• Global parental leave. 26 weeks paid for primary carers and 18 weeks for secondary carers, subject to eligibility.
• Fertility support. £7,000 one-off payment, eligibility applies.
• Learning & development. £700 per year for courses, books, memberships, conferences and more.
• Home office budget of £500 one-off to set up a workspace you actually want to work in.
• Recharge days after major milestones and busy periods so you can reset and come back strong.
• Work from anywhere for up to 4 weeks per year, wherever the world takes you.
• Clinical leave. 10 days per year for eligible clinical roles to maintain accreditation and requirements.
• Flexibility that works. A hybrid environment, with 3 days in the office.