Country Manager, NL Office: NL (Amsterdam)

Wayfindi; Amsterdam; On-site; EUR 120,000 - 180,000; Full time

Job summary

Aspire NL is seeking a senior GTM leader to own the Netherlands go-to-market strategy and drive cross-functional growth across channels. You will lead the rollout of a scalable GTM, align with global teams, and manage ROI-driven investments to establish Aspire as a trusted brand in the NL market.

You are a proven leader with 7-12+ years in B2B GTM, a strong frame­work mindset, and a track record of building and leading teams with P&L responsibility.

Qualifications

• 7-12+ years of experience in B2B GTM, with at least one role launching or scaling a market/product category.
• Comfort with frameworks and first principles.
• Energetic about zero-to-one in competitive industries.
• Hands-on across multiple channels and functions.
• Based in NL and connected in startup/fintech ecosystems.

Responsibilities

• Own the NL GTM Strategy: prioritize ICP, channels, messaging, and positioning.
• Build rolling go-to-market motion: events, conferences, paid media, partnerships.
• Identify growth levers: verticals, communities, channels; focus resources accordingly.
• Lead on-ground collaboration with local/global teams to hit commercial targets.
• Build NL infrastructure: manage P&L, ROI allocation, reporting to leadership.
• Chart NL/EU expansion roadmap based on client needs and regulatory context.
• Own measurement framework for visibility into what works and where to double down.
• Ensure tools, processes, and cadences support efficient team operations.
• Lead and develop the NL team: represent the brand publicly, hire as needed.
• Set performance expectations, coach regularly, enforce governance and accountability.

Skills

B2B GTM

P&L management

Team leadership

Multi-channel marketing

Strategic frameworks

Job description

Founders today are building global companies from day one — but the systems that manage their money were built for a different era. Aspire exists to change that!

We’re building the financial operating system for global founders, bringing banking, software, and automation into a single platform so businesses can move faster across borders and stay focused on building.

Aspire is built by people who think from first principles, care deeply about solving hard problems, and take real ownership of their work. Our team brings global experience from leading fintech and technology companies, and many of us are former founders and operators who understand what it takes to build thoughtfully, make trade-offs, and deliver at scale in a global environment.

Backed by leading global investors including Y Combinator, Peak XV, and Lightspeed, Aspire has been trusted by more than 50,000 startups and growing businesses worldwide to manage their finances since 2018. Together with partners like J.P. Morgan, Visa, and Wise, we’re building for the next generation of global companies.

About the role

Aspire is a leading business banking and payments platform built for modern companies operating across borders. Headquartered in Singapore, we serve over 50,000 businesses worldwide with a full stack of financial tools — multi-currency accounts, corporate cards, expense management, and international payments. We are launched in the NL to bring the same platform that has transformed financial operations for companies across Asia to the world's most competitive region - EU.

We are at an early but critical stage in the NL market. The infrastructure is live, the product is strong, and we need to acquire the first customers to prove the value proposition. Now we need to build the GTM engine that makes Aspire a name that NL founders and finance leaders know and trust.

This is Aspire's first senior GTM hire in the Netherlands and Europe. You will own the go-to-market strategy for the NL and be the person who figures out how a challenger brand breaks through in an intensely competitive market.

You think in frameworks and first principles. You are comfortable with ambiguity and you know how to make decisions without perfect information.

This is a genuine zero-to-one opportunity in the market. At the same time, you are not starting from nothing. Aspire has global GTM capabilities, with established brand, content, and product marketing resources you can draw on and adapt. This is the best of both worlds: the autonomy and accountability of building a new market, with the support of a proven global team behind you.

What You'll Do

Own the NL GTM Strategy

• Test and refine the GTM strategy for the NL market, including ICP prioritization, channel mix, messaging architecture, and category positioning
• Build the rolling go-to-market motion - events, conferences, paid media, channel partnerships - no channel is off limits
• Identify where Aspire can win disproportionately — a vertical, a community, a channel — and concentrate resources there
• Be the on-ground leader, collaborating with local and global teams to deliver on commercial targets

Build the Infrastructure

• Manage the NL P&L, make ROI-based allocation decisions, and report clearly on performance to leadership
• Chart the NL and EU Expansion roadmap based on client needs, local regulatory requirements, and optimal ROI-based prioritisation
• Own the measurement framework: ensure we have the visibility to know what's working, what isn't, and where to double down
• Ensure the team is operating with the right tools, processes, and reporting cadences to manage efficiently

Lead and Develop the NL Team

• Be the face of Aspire NL and represent the Aspire brand publicly - whether it is to media, ecosystem, partners, regulators, alike.
• Identify gaps in the team and make the case for new hires as the market scales
• Set clear performance expectations, provide regular coaching, and build a culture of strong governance, accountability, and continuous improvement

Who you are

• You have 7-12+ years of experience in B2B GTM, with at least one role involving the launch or significant scaling of a market or product category from early stage
• You think in frameworks and first principles. You are comfortable with ambiguity and you know how to make decisions without perfect information.
• You get energised going zero-to-one, ideally in a highly competitive industry.
• You have hands-on experience across multiple channels and functions.
• You are based in NL and are connected in the startup and fintech ecosystems
• Proven track record of building and leading a team and being responsible for P&L
• (Good to have) Experience in the Payments industry
• You will be Aspire’s leader in the NL and EU — with the autonomy and visibility that comes with that position
• You are joining at the inflection point. The foundations are in place; the next chapter is building real market presence and pipeline
• You will work closely with the leadership team and have a direct line to the group CEO on strategy
• You will be backed by a company with a proven product, a global customer base, and genuine investor conviction in the NL/EU opportunity