Go-To-Market Lead for B2B Payments Startup (Fintech & Launch Experience Required)

Aplite; United States; Remote; USD 140,000 - 190,000; Part time

Job summary

Aplite is seeking a Go-To-Market Lead to craft and implement strategies for its innovative B2B payment platform. This role requires deep fintech knowledge and experience driving B2B product launches while collaborating closely with finance teams. An excellent fit for those who can navigate the complexities of trust and compliance in payments and leverage strategic insight to capture market opportunities.

Benefits

Fully remote and async-friendly work environment

Opportunity to transition to full-time

Competitive hourly or milestone-based compensation

Qualifications

• Experience leading GTM strategy for a B2B fintech or SaaS company.
• Deep understanding of US finance team workflows.
• Strong instincts around trust, risk, and compliance in B2B payments.

Responsibilities

• Own and execute initial GTM strategy targeting US B2B finance teams.
• Develop positioning and messaging addressing ICP’s pain points.
• Define the sales and marketing playbook for lead generation and retention.

Skills

Strategic Planning

Trust Building

Sales Strategy

Problem Solving

Job description

Go-To-Market Lead for B2B Payments Startup (Fintech & Launch Experience Required)

Go-To-Market Lead for B2B Payments Startup (Fintech & Launch Experience Required)

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Aplite is redefining how US businesses send and receive money.We are building a secure, identity-based B2B payment platform that eliminates the need to exchange sensitive banking information. With @ApliteHandles and intelligent verification methods, businesses can make fast, verified, fraud-resistant payments to other businesses.

Now, we’re looking for a Go-To-Market Lead to help us bring this product to finance teams across the US If you’ve helped launch fintech products, speak the language of controllers and CFOs, and know how to build trust in a new category, we want to meet you.

What You’ll Do:

• Own and execute Aplite’s initial GTM strategy targeting US B2B finance teams (AP, AR, CFOs, vendor managers)
• Develop positioning and messaging that speaks directly to our ICP’s pain points—especially around fraud, trust, and workflow inefficiencies
• Identify and validate early distribution channels, including outbound, partnerships, content, and product-led loops
• Define the sales and marketing playbook: from lead gen to demos, onboarding, and retention
• Create GTM collateral (decks, email flows, web copy, battle cards, etc.)
• Collaborate with founders, design, and product to build trust-first product experiences that drive adoption
• Set up systems for measuring early traction and learning fast

What You Bring:

Experience leading GTM strategy for a B2B fintech or SaaS company—especially one that went from 0 → 1

Deep understanding of US finance team workflows (AP, AR, procurement, or treasury)

Strategic and hands-on—you can build a launch plan and write the first landing page copy

Strong instincts around trust, risk, and compliance in B2B payments

Bonus: Experience in payments, identity, fraud prevention, or stablecoin/blockchain-backed fintech

About Aplite:

Aplite replaces account numbers with identity handles, enabling US. businesses to complete verified payments without emailing bank info. Our platform enforces KYC/KYB, auditability, and internal approvals—and settles transactions using stablecoins under the hood, with enterprise-friendly UX. We’re solving a $2.9B+ annual fraud problem (BEC attacks) and replacing outdated email/spreadsheet-based workflows with a modern, secure protocol.

• Start as a contract or fractional role, with opportunity to grow into full-time
• Fully remote, async-friendly, US time zone preferred (HQ is in NYC, but current team is throughout the US)
• Competitive hourly or milestone-based compensation

To Apply:

Please share:

• A quick note on your GTM and launch experience in fintech
• Examples of past B2B product launches, pitch decks, campaigns, strategy, etc.
• Your availability and working style preferences

Answer these two questions:

1) Imagine we’re launching Aplite to finance teams at 50–500 person U.S. companies. What’s one specific channel or campaign you’d prioritize in the first 30 days and why?

2) Aplite is like ‘DocuSign for B2B payments’ — what’s another analogy or metaphor you’d use to explain it to a CFO in 15 seconds?

Seniority level

• Seniority level

  Mid-Senior level

Employment type

• Employment type

  Contract

Job function

• Job function

  Business Development and Sales

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