Opportunity:

The Head of GTM is a pivotal leadership role reporting into the GM Customer Engagement, Personalisation & GTM and is responsible for leading the organisation’s GTM strategy for health insurance and health related services (for HI customer). This role ensures new products, digital solutions, and propositions are successfully brought to market in a way that drives member growth, retention, and health outcomes. Acting as the connector between product, marketing, sales, service, and clinical teams, the Head of GTM orchestrates launch readiness, ensures compliance in a regulated environment, and delivers commercially impactful and customer-centric outcomes.

Accountable for delivering GTM strategies in support of Health Insurance performance (Retail, Corporate and International) and Health/Enterprise Propositions for the Health Insurance customer, including but not limited to General Insurance, Blua, Bupa Medical, Bupa Optical & Hearing, Bupa Dental, Health Centres, Genomics, Health & Wellbeing, Health Programs and future health propositions. This strategic role is accountable for delivering integrated, wholistic and scalable plans to support in yearannual operating plan (including short term tactical and reactive plans to address under performance) while also building longer term strategic playbooks to support the realisation of future-year growth aspirations including 3 year planning processes. This role will work hand-in-glove with roles within Customer Strategy and Performance and Growth teams and broader APAC teams to support the businesses ambitions.

Success in this role would look like:

Delivered annual GTM strategies and quarterly GTM playbooks to support and deliver on the various business objectives and propositions to realise AOP and enterprise KPIs
Designed and executed, integrated Go-to-market plans for new products and services, ensuring successful launches and market penetration.
Ensure the GTM plan and roadmap for Health Insurance and Enterprise Propositions aligns to the broader HI customer strategy and priorities and APAC and Group priorities.
Ability to balance the in year demands and priorities while building longer-term strategic foundations to future-proof the business including but not limited to new process, ways of working and rituals to deliver more collaborative plans, execution excellence and stakeholder visibility and management.

What You’ll Be Doing

Here's what you can look forward to in this role:

Go-to-Market Strategy
Define and own the GTM framework for health insurance and adjacent health services (e.g., wellness, dental, telehealth, and care programs).
Translate strategic priorities into executable GTM plans, grounded in member insights, competitive benchmarking, and regulatory requirements.
Drive member acquisition, retention, and cross-sell through impactful GTM initiatives.

Monitor and report on GTM performance against KPIs including market share growth, member satisfaction (NPS/CSAT), and member health outcomes.
Develop end-to-end launch plans covering proposition design, readiness, channel enablement, regulatory approvals, and customer communications.
Partner with product, marketing, digital, operations, channels, and service teams to ensure seamless and consistent customer experiences at every touchpoint.
Lead a high-performing GTM team with expertise in health insurance, digital health, and health services and propositions.

What You’ll Bring

To succeed in this role, you’ll ideally have:

Tertiary qualifications in business, marketing, strategy or related discipline
Extensive GTM experience in Australian healthcare, health insuranceor regulated service industry
Strategic thinker with strong commercial acumen, this candidate will have a deep understanding and passion for customer, customer behaviour, market dynamics, and cross-functional team management
Minimum of 8 years’ experience in a Senior role with a proven track record of developing and executing successful GTM strategies that enhance customer satisfaction, loyalty, and revenue growth
Proven track record leading large teams with commercial and customer outcomes and building high performing culture and inspiring teams to achieve continued success.
Exceptional interpersonal and communication skills and the ability to communicate complex ideas clearly (spoken and written) and influence senior stakeholders
Proven experience in successfully partnering across functions in the development and implementation of strategies to deliver commercial outcomes within complex, matrix organisations

We’ve Got You Covered

At Bupa, care is at the heart of everything we do — for our customers and our people. We want you to thrive, so our global wellbeing program supports every aspect of your health: physical, mental, financial, and beyond.

Here’s just a taste of what you’ll enjoy:

We take care of your health insurance with partially subsidised Bupa cover.
Big discounts on travel, car, home, dental, optical & more
Perks from partners like Apple, JB Hi-Fi, EndotaSpa & New Balance
Extra annual leave day just for your wellbeing
A paid volunteer day each year to give back

Bupa Australia

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Head of Go-To-Market