Insurance Services - Lead Country Commercial Manager - UK

ABOUT TIDE

At Tide, we help SMEs save time and money in the running of their businesses by not only offering business accounts and related banking services, but also a comprehensive set of highly usable and connected administrative solutions, from invoicing to accounting.

Tide is transforming the small business banking market and now supports over 2 million members globally across the UK, India, Germany and France.

Using advanced technology, all solutions are designed with SMEs in mind. With quick onboarding, low fees and innovative features, we thrive on making data driven decisions to serve our mission: to help SMEs save time and money so they can get back to doing what they love.

Tide facts:

• Tide is available for UK, Indian, German and French SMEs
• Over 2 million members: 900,000 UK and 1,100,000 in India and growing rapidly
• Over $300 million raised in funding
• Over 2,800 Tideans globally
• Recognised with Great Place to Work certification three years in a row, and among India’s Top 50 Best Workplaces in Banking, Financial Services, and Insurance in 2026
• We have offices in Central London, with a member support and technology centre in Sofia, Bulgaria, technology centres in Serbia, Romania, Lithuania and Hyderabad and offices in Gurugram, New Delhi, Berlin, Paris and Luxembourg

About the team 

The Insurance Services team are responsible for driving adoption and usage of key insurance products for Small Business Owners.  This includes a range of insurance products including public liability, employer liability, professional indemnity, tools & materials and device cover – with ambitions to significantly expand this product suite.  These are sold to members and wider UK SMEs across multiple channels, and feature in ATL acquisition comms.  The team works closely with Product, Finance, Business Insights, CRM and Operations teams to translate member and commercial insights into appealing product enhancements, effective positioning, and strategies to drive 

About the role 

We’re looking for an exceptional Lead Country Commercial Manager to drive revenue growth from our existing Insurance products, to launch new products to market, and drive our external GTM (eg. ATL advertising with insurance products as the lead). You will sit at the heart of Tide’s commercial function, and be responsible for collaborating with cross-functional teams to understand product performance, uncover opportunities, and work across multiple areas to deliver.  This will require a relentless focus on the numbers and our members, product prioritisation, and detailed planning to ensure revenue targets are hit and customer lifetime value is always increasing.

In this role, you will be responsible for the strategy and implementation of core activities to drive sales and renewals of Insurance.   This requires  close partnership with marketing teams to ensure seamless delivery of ‘always on’ campaign activity.  This role will also own the strategy and launch approach for new product launches, ensuring that all channels and member touch points are considered.  This includes end-to-end journeys and transaction channels.  You’ll need to partner effectively with multiple stakeholders to make this happen – 

Some of the things you’ll be doing:

• Revenue Ownership & Forecasting: Partner closely with Finance and key stakeholders to set, track, and refine financial projections for Insurance products, ensuring revenue accountability and proactive identification of risks and opportunities.
• Analytics-Driven Insight: with the support of the BI team you will analyse member behaviour, segment audiences, and measure subscription cohort  performance. You will then translate this data into clear recommendations that shape product prioritisation, pricing, positioning and communications.
• Product Development: Leveraging the commercial and analytics insights, you will partner with the Product teams to address areas of opportunity.  This will include shaping product positioning, product led growth, and in-app UX – aligning on roadmaps and supporting  successful product launches with tailored GTM strategies.
• Launch Strategy:   You’ll lead new product launches, partnering with excellent sales, and operations teams to deliver best-in-class experiments.  You’ll facilitate brainstorm sessions / workshops to surface creative ideas and implementation plans.
• Stakeholder Management:  As you’ll be working in a highly collaborative way, it will be key to communicate regularly with a wide range of stakeholders.  This will include Tide’s Senior Leadership Team as well as the C-Suite.
• Commercial & Competitor Intelligence: Lead ongoing commercial research and competitive analysis to monitor trends, and benchmark to translate it into actionable strategies that strengthen and differentiate Tide’s positioning and value proposition.
• Member Obsession: You will be or become an expert in the core motivations of our members in order to focus on bringing their voice to commercial and product design discussions.

What we are looking for 

• Strong commercial acumen:  Proven experience in driving commercial impact, partnering with finance to understand performance and identify opportunities to improve.  Able to set and track clear KPIs across all initiatives to meet revenue goals.
• 5+ years’ experience leading ‘always on’ activity to drive commercial performance.   This will ideally be with specific experience in Insurance, ideally in a fintech environment – key is demonstrated ability to plan and deliver consistent activity that drives commercial impact.
• Strong analytical mindset: Able to review and interpret data to develop hypotheses and assumptions, turning insights into clear, actionable plans.
• Proven GTM track record – delivering holistic, high impact omni-channel campaigns  (across sales, CRM, in-app contact points)
• Exceptional project management skills, able to juggle multiple launches and tactical tests in a fast-moving environment.
• Creative collaborator: Builds relationships across teams, crafts compelling messaging and navigates ambiguity with confidence.
• Self-starter attitude: Works backwards from targets, removes blockers proactively and adapts when priorities shift.

What you’ll get in return

• Competitive salary 
• Vitality Health Insurance, with a proactive focus on mental and physical wellbeing
• Hundreds of perks and discounts through Vitality Health Insurance (fitness watches, Waitrose cashback, gym membership etc.)
• 24/7 Employee Assistance Programme
• 25 days holiday with the ability to buy extra days
• Professional L&D budget
• Referral bonus when you bring your friends to join Tide 
• Access to ‘salary sacrifice’ benefits such as Cycle to Work scheme and pension contribution
• Spacious brand new office in Liverpool street with an all-day snacks bar
• Enhanced family-friendly leave
• 24 hours paid volunteering time off per year
• Flexible work from home or at the office arrangement
• Sabbatical leave 

TIDE IS A PLACE FOR EVERYONE

At Tide, we believe that we can only succeed if we let our differences enrich our culture. Our Tideans come from a variety of backgrounds and experience levels. We consider everyone irrespective of their ethnicity, religi