GTM Engineer

Basware; Greater London; On-site; GBP 90,000 - 130,000; Full time

Job summary

Basware is a global leader in Invoice Lifecycle Management, powering finance automation for thousands of customers. We are seeking a GTM Engineer to architect and build automations across the marketing and RevOps stack, driving AI-assisted workflows and scalable ABM and campaign tooling.

The role partners with Marketing Operations, Growth Marketing, Sales, and IT to translate GTM strategy into reliable, scalable systems.

Qualifications

• 6–8+ years of GTM systems ownership and executive stakeholder management.
• Hands-on experience building automations and integrations across a marketing/RevOps stack (e.g., Salesforce, HubSpot, Asana, Clay).
• Experience designing and building AI-assisted workflows or agents using Claude, Copilot Studio, or similar tools.
• Ability to orchestrate AI agents via MCP connectors across a multi-tool stack.
• Experience building or supporting content and campaign automation workflows from brief intake through first-draft asset generation.
• Strong GTM/marketing operations concepts: lead routing, scoring, attribution, and campaign/project workflows.
• Experience in a B2B SaaS GTM environment across regions and sales motions.

Responsibilities

• GTM Systems Architecture & Integration: design, build, and maintain automations across the marketing and sales stack.
• AI‑Assisted Campaign Creation: build agentic workflows to support campaigns end-to-end.
• ABM Personalization at Scale: design workflows for personalized, on-brand ABM content and outreach.
• Asana Project & Database Enrichment: automate project and database structures synced with the GTM stack.
• Cross‑System Data Flow & Reporting Infrastructure: ensure clean data for pipeline and measurement.
• Governance, Experimentation & Iteration: flag risks and run AI experiments with governance.

Skills

GTM ownership

Executive stakeholder management

Automation design

AI workflow design

Independent contributor

Cross-functional collaboration

Technical judgment

Tools

Salesforce

HubSpot

Asana

Clay

MCP connectors

Job description

Basware is the clear market leader in Invoice Lifecycle Management, trusted by over 6,000 global customers and recognized #1 by Gartner, Forrester, and IDC. We revolutionized how the world’s largest organizations manage and automate AP, processing more than $10 trillion in invoices with unmatched accuracy, compliance, and control.

If you’re inspired by innovation, growth, and a value‑driven culture, this is your chance to help shape the future of finance.

Basware's Marketing Operations team builds the technical backbone behind our go-to-market motion, across inbound, outbound, and retention and expansion. That means systems integration, data orchestration, and AI-assisted workflows across the marketing and sales stack.

The GTM Engineer designs and builds the automations, integrations, and AI agents that let marketing scale output without adding headcount. That includes the traditional GTM engineering work, like lead orchestration, routing, and scoring, but it also extends into agentic support for campaign creation, ABM personalization at scale, and project and database management across the wider marketing organization.

The role is positioned for a global B2B SaaS environment and should bring enough experience to independently assess tradeoffs across speed, scale, data quality, privacy, AI governance, adoption, and commercial impact.

This is a hands‑on technical role. It partners closely with Marketing Operations, Growth Marketing, Customer Growth Marketing, and Marketing Strategy. The GTM Engineer is the go‑to technical voice on what's scalable and sound, turning strategy into working systems other marketers can actually use. The role remains hands‑on, but is expected to operate with senior‑level ownership of GTM engineering priorities, technical decision‑making, stakeholder influence, and scalable delivery across Marketing and Revenue teams. It partners closely with Marketing Operations, Growth Marketing, Customer Growth Marketing, Marketing Strategy, Sales, RevOps, and IT to turn GTM strategy into reliable systems other marketers can actually use.

Key Responsibilities

• GTM Systems Architecture & Integration

  Design, build, and maintain automations and integrations across the marketing and sales stack, including Salesforce, HubSpot, Asana, Clay, intent/ABM tooling, attribution platforms, and AI-SDR tools. Own the technical integration points and roadmap so data and handoffs between systems stay reliable, scalable, auditable and low‑maintenance across global GTM teams.

• AI‑Assisted Campaign Creation

  Build agentic workflows that support campaign creation end to end, from brief intake to first‑draft asset generation, using Claude Enterprise, Copilot Studio, and comparable tools. Orchestrate agents across MCP connectors to optimize AI usage across the tech stack. Partner with Growth Marketing and Customer Growth Marketing to cut manual production time on recurring campaign types, while keeping human review in the loop.

• ABM Personalization at Scale

  Design and build workflows that generate personalized, on‑brand ABM content and outreach at scale, drawing on firmographic, intent, product usage, and customer health data. Keep personalization logic aligned with the ILM Messaging Framework and brand guidelines, and build in review checkpoints so output stays accurate and on‑brand.

• Asana Project & Database Enrichment

  Build and maintain automations that keep Asana project and database structures clean and synced with the broader GTM stack. This reduces manual upkeep for campaign, content, and operations teams and gives marketing leadership accurate, real‑time visibility into work in flight.

• Cross‑System Data Flow & Reporting Infrastructure

  Ensure GTM systems feed clean, structured and enriched data into systems and reporting and analytics tools, supporting accurate measurement of pipeline, campaign, and content performance.

• Governance, Experimentation & Iteration

  Flag design or scale risk in workflows and agents before they ship, operating within the existing AI review layer and AI Innovation Board governance. Run technical experiments on automation and agent logic, and iterate based on performance data and commercial impact in partnership with GTM and marketing leadership.

• 6–8+ years, with demonstrated ownership of complex GTM systems, cross‑functional roadmap delivery, and executive stakeholder management.
• Demonstrated hands‑on experience building automations and integrations across a marketing/RevOps stack, such as Salesforce, HubSpot, Asana, or Clay
• Experience designing and building AI‑assisted workflows or agents in a business context, using tools like Claude, Copilot Studio, or comparable LLM platforms
• Working fluency orchestrating AI agents through MCP connectors or similar across a multi‑tool stack
• Experience building or supporting content and campaign automation workflows, from brief intake through first‑draft asset generation
• Strong understanding of GTM and marketing operations concepts: lead routing, scoring, attribution, and campaign or project workflows
• Experience operating in a B2B SaaS or subscription‑based GTM environment, ideally across multiple regions, customer segments, or sales motions.
• Track record building effective working relationships across marketing, sales, RevOps, and IT stakeholders
• Ability to influence senior Marketing and Revenue stakeholders, prioritize competing requests, and translate business needs into practical technical delivery plans without relying on direct authority.
• Comfortable working independently as a senior individual contributor embedded in a marketing organization, with accountability for roadmap ownership, technical judgment, stakeholder alignment, and adoption of delivered workflows.

Preferred

• Experience in a B2B SaaS GTM, marketing operations, or RevOps environment
• Familiarity with Clay, HockeyStack, or comparable enrichment and analytics platforms
• Experience building ABM personalization workflows at scale
• Experience automating project management tools, such as Asana, to keep cross‑team data accurate and up to date

Success measures

• AI‑assisted workflows and agents that hold up reliably in production and see real adoption across marketing functions, not just GTM and outbound
• Measurable reduction in manual production time for campaign creation and ABM personalization at scale
• Clean and reliably synced Asana project and database structures across marketing teams
• Reliable, low‑maintenance integrations across the core GTM stack
• Clean, enriched data flowing into database structures, supporting accurate pipeline and campaign measurement
• Demonstrated judgment catching design or scale risk in workflows and agents before they ship

Why You’ll Love It Here

• Join a clear market leader shaping the future of Invoice Lifecycle Management.
• Make a strategic impact in a role that directly influences revenue performance and customer success.
• Work with a global, diverse, and high‑performing team that values collaboration, learning, and impact.
• Grow your career in a company that invests in its people and champions innovation, excellence, and continuous improvement.
• Help finance organizations across the world eliminate inefficiencies, reduce risk, and unlock value through world‑class automation.

Our recruitment process will include pre‑employment actions such as background screening and reference checks.

Basware. Now it all just happens.