Head of Sales APAC

Job description

An Introduction to Primer
We’re the world's first unified payment infrastructure, empowering businesses worldwide to unleash their payment potential.

By choosing our platform, merchants can take control over their payment stack, create unique commerce experiences, accelerate their roadmap and increase payment success.

We strive to make something complex, incredibly simple and intuitive.

The world's top investors, including Accel, Balderton, Iconiq, and Tencent, have invested in Primer's vision to rebuild payments and commerce from the ground up.


Join us in shaping the future of payments and commerce.


What You’ll Do
Lead and Refine Our APAC Sales Strategy
Own the go-to-market strategy for Primer’s most mature region, overseeing revenue growth, market expansion, and customer acquisition across APAC.


Manage, coach, and inspire a high-performing team of Business Development Managers, driving accountability and commercial excellence.


Lead by example by personally owning and delivering on strategic sales targets.


Act as Regional Lead for APAC
Serve as the regional lead and senior-most representative of Primer in APAC, acting as the connective tissue between global teams and the local market.


Build a strong cross-functional culture by supporting local Primigos across GTM functions (sales, solution engineering, marketing, customer success, etc) through dotted-line leadership and guidance.


Foster alignment, cohesion, and collaboration across the region, ensuring that local insights and opportunities are surfaced to the global leadership team.


Identify and Cultivate Strategic Relationships
Open doors to high-impact enterprise opportunities, build relationships with executive stakeholders, and consistently deliver value that drives trust and partnership.


Leverage your analytical and problem-solving skills to understand customer pain points and articulate how Primer uniquely solves them.


Collaborate Cross-Functionally to Drive Commercial Impact
Work closely with product, engineering, partnerships, and marketing teams to influence roadmap priorities, optimise positioning, and improve customer onboarding experiences.


Champion customer feedback and regional insights to help shape our product and global strategy.


Instil a Culture of Excellence and Urgency
Set a high-performance bar with a clear sense of ownership, urgency, and delivery.


Uphold and champion Primer’s values, fostering a culture of integrity, accountability, and ambition across the region.


Coach and Develop Top Talent
Identify, nurture, and grow sales talent.

Map team members’ strengths to the right opportunities and create clear career paths within Primer.


Act as a mentor and role model for both your direct team and local Primigos across APAC.


What We’re Looking For
Proven Experience:
10+ years in enterprise sales, including 3+ years of managing high-performing BDMs in APAC.

Deep experience in payments, fintech, or B2B SaaS is strongly preferred.


Regional Leadership:
Experience leading a region or market, with the ability to represent your territory internally and externally with gravitas and confidence.


Strategic Vision:
A track record of defining and executing successful sales strategies that drive sustainable growth.


Exceptional Relationship Builder:
Able to build trust with clients, internal stakeholders, and team members across levels and functions.


Negotiation Skills:
Skilled in managing complex deal cycles, navigating procurement, and collaborating with legal teams to close deals.


Entrepreneurial Mindset:
Operates as an owner.

Comfortable with ambiguity, bias for action, and thrives in a fast-paced, high-growth, remote-first environment.


People Leader:
A coach at heart.

Passionate about team development and committed to building a culture of excellence and inclusion.


You may not like it here if:
You enjoy working in an office-setting, we are remote-first and always will be!
You are not comfortable with shifting context and navigating ambiguity
Our interview process
30 minute call with a Talent Partner
45 minute interview with our Hiring Manager
Challenge Stage - Contextualised to Primer!
60 minute values alignment interview
What’s life like at Primer?
We’ve been recognised as a top global employer, #1 in FinTech for ‘flexibility’!
We’re building a culture where people can come and do their best work and enjoy it.

We want our people to be proud of the impact that they have at Primer, and of the work that they are doing.

You will be working with a team of people who are mission-driven, smart, and reflective, and who are invested in building exceptional products and delivering success for our merchants (and we also know how to have fun along the way).


We work remotely.

We believe that building a successful, profitable company goes beyond proximity.

We invest in our relationships with each other through great remote working practices and thoughtfully designed face-to-face time together.

Our heads-together time comes in the form of workstations, our annual company retreat, and co-working space access worldwide.


Finally, let’s go ahead and say it.

The work that we do is challenging.

Startups are a challenge, building category defining products is a challenge.

You should be prepared for a challenge at Primer.

But, there’s a big difference between a challenge and a struggle.

The key difference is that the right challenge comes with the right support structures, an acceptance that not everything always goes to plan, a collaborative environment, and a great team around you.

It’s never a challenge that you will face alone.


Our benefits
We are fully remote and globally distributed; and have been since day one
Competitive share options
Uncapped holiday, with 25 days minimum to be taken
️ Co-working space access
Workations & Company Retreat
The best equipment for your role
£500 towards your home office setup
Generous learning budget
Private Medical Insurance
A broad set of additional perks and benefits (depending on location)
Don’t meet every single requirement?
At Primer, we’re dedicated to building a diverse, inclusive, and authentic workplace.

If you’re excited about this role but your past experience doesn’t align perfectly with every qualification in the job description, we encourage you to apply.

You may be the right candidate for this or other roles.

Primer is committed to the equal treatment of all current and prospective employees, regardless of background or beliefs.


Primer adopts a zero-tolerance approach to discrimination.

We are committed to providing equal opportunities to all current and prospective employees regardless of age, disability, sex, sexual orientation, pregnancy and maternity, race or ethnicity, religion or belief, gender identity, or marriage and civil partnership.


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Required Skill Profession

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