Commercial Lead

Commercial Lead

London (flexible) | Full-time | Reports to CEO & Founder

BeCertain is building the AI-native software platform for dental practices. We are rethinking how practices run, with intelligent automation and decision support embedded into core workflows. Founded as a King’s College London and University of Surrey spin-out, BeCertain has recently completed its pre-seed fundraising round and is further supported by grant funding.

The Opportunity

This is the first dedicated commercial hire. You will be joining a company at an inflection point, product built, pre-launch, with the commercial architecture being built in real time. The strategic foundations are being laid: market analysis, competitive positioning, sales process design, pricing architecture, partnership playbook, and the go-to-market plan. Your job is to take that and run with it. Adapt them and grow.

You will not be inheriting a playbook set in stone. You will be shaping it, stress-testing it, and making it better with every conversation you have with a practice owner, clinical lead, or corporate decision-maker. The right person sees that as exciting, not terrifying.

You will work directly with the CEO, with increasing board exposure over time as you prove yourself. You will have access to an experienced team around you, you will not be figuring it all out alone, you will be expected to own the outcomes.

Responsibilities

Sales Execution

• Own the full end-to-end sales process from prospecting through to close across all segments: independent practices, group clinical directors, corporate DSOs, and PMS channel partners.

• Manage the complete sales pipeline and funnel, from top-of-funnel lead generation through mid-funnel nurture to bottom-of-funnel deal closure. From warm introductions to contract negotiations with legal.

• Be comfortable doing the door-to-door work, visiting independent dental practices, building relationships face-to-face, and demonstrating the product in a clinical setting.

• Equally comfortable managing enterprise-level and partnership conversations with corporate dental groups and strategic technology partners.

• Lead structured weekly sales reviews, pipeline governance, and reporting to the CEO.

• When the timing is right, build and grow the team. First excel, then thrive and scale.

Process & Infrastructure

• Help define and refine the sales process, stress-testing what is working and what needs to change.

• Determine and implement the CRM process, ensuring pipeline visibility, deal tracking, and reporting are clean and actionable.

• Prioritise accounts, build key account plans for strategic targets, and own the progression of each.

• Build and maintain the lead tracking and attribution framework across key commercial and marketing channels.

Market & Product Feedback

• Be the voice of the customer inside the business, feeding insights from every conversation back into the product, marketing, and strategy teams.

• Help refine and evolve the product by understanding what practices actually need, what is working, and what is missing.

• Feed into marketing requirements, content needs, and messaging refinement based on what resonates in real sales conversations.

• Understanding of the challenges customers face when using fragmented operational software, and the ability to translate those pain points into commercial value.

Relationships & Market Knowledge

• Bring or rapidly build deep relationships with corporate dental groups, practice owners, clinical leads, and dental industry stakeholders.

• Leverage relevant networks, events, partnerships, and market relationships to accelerate pipeline development.

• Build direct relationships with the board and investor community over time.

Requirements

• 5+ years of software sales experience in dentistry or closely adjacent healthcare SaaS. You know how dental practices buy, who makes the decisions, and what the typical sales cycle looks like.

• Experience selling to both independent practices (high volume, shorter cycle) and enterprise/corporate accounts (longer cycle, committee decisions, procurement).

• Track record of managing the full sales funnel, from cold outreach to close, not just the bits in the middle.

• Experience in a startup or scale-up environment where ambiguity is the norm, processes are being built, and you cannot rely on a large marketing department to hand you warm leads.

• Results-driven with a clear understanding of what good looks like in terms of pipeline metrics, conversion rates, and revenue outcomes.

• Existing relationships with dental corporates, group practices, and clinical leadership, or a demonstrable ability to build these rapidly.

• Understanding of the PMS landscape, the fragmented software stack problem, and why practices are frustrated with their current tools.

• Comfortable being both strategic and hands-on, able to think about commercial strategy and then spend time directly with customers in the field.

Desirable

• Degree-level education or equivalent professional experience.

• Formal sales training or methodology certification (e.g. MEDDIC, Challenger, SPIN).

• Marketing or digital marketing qualification (e.g. CIM, Google Digital Garage, HubSpot Inbound).

• Demonstrable experience with CRM & AI platforms (HubSpot, Salesforce, Claude, Gemini, ChatGPT or equivalent).

The Right Mindset

• You are willing to give up the comforts of corporate for something more exciting. You want to be part of building something, not just executing someone else's plan.

• You thrive in ambiguity. Fast-paced, flexible, adaptable. If the plan changes on Tuesday, you are already moving by Wednesday.

• Accountability and ownership are in your DNA. You do not wait to be told what to do. You see the gap, you fill it.

• You are kind. This is a collaborative, supportive culture. We are building something together, and egos get left at the door.

• You want to grow as the company grows. This role has significant upside, if BeCertain scales, you scale with it.

A note on the 'unicorn' thing: if you are reading this and thinking 'that is me on about 70-80% of it', apply. We would rather invest in someone with the right attitude, energy, and commercial instinct, and build the rest together.

Location & Travel

Ideally based in London, with time spent in the office with the team. For the right candidate we are flexible on location, but you will need to be in London regularly when you are not out visiting clients. This is a field-heavy role, so expect to be on the road a significant amount of time, visiting practices, attending exhibitions, and meeting with corporate partners.

Why Work for BeCertain?

• Competitive base salary depending on experience.

• Share options / equity participation: Eligibility to participate in the company’s EMI option scheme.

• Performance-linked bonus / commission: Uncapped variable compensation linked to ARR closed, pilot-to-paid conversion, and strategic partnership milestones, reviewed quarterly.

• Annual leave allowance: 25 days plus bank holidays.

• Remote / flexible working: Hybrid and flexible, with regular in-person time in London and significant field travel to client sites, events, and partner meetings.

• Equipment and travel expenses: Company laptop and required software provided; mobile allowance where needed; all reasonable work travel, accommodation, and client-meeting expenses reimbursed.

• First commercial hire in an AI-first company that is redefining dental software. This is the ground floor.

• Direct line to the CEO and co-founders, with board exposure as you grow into the role.

• A dynamic, ambitious team that genuinely cares about building something meaningful in healthcare.

• A genuinely differentiated product vision at the intersection of AI, clinical workflow, and practice operations.

How to Apply

To apply or for an informal conversation, please contact:

Dr Yunpeng Li ( yunpeng@becertain.ai) and Prof Owen Addison (owen@becertain.ai)

About BeCertain

Founded as a King’s College London and University of Surrey spin-out, BeCertain is developing AI-powered software for dental imaging, workflow support, and practice operations, with the ambition to bring currently fragmented systems into a more unified platform experience and elevated patient care standard.

BeCertain is backed by government grant and venture capital funding.

• BeCertain is an equal opportunities employer. We are committed to creating a diverse, inclusive, and supportive working environment where everyone feels valued and respected regardless of age, disability, gender reassignment, marriage or civil partnership, pregnancy or maternity, race, religion or belief, sex, or sexual orientation. We actively encourage applications from candidates of all backgrounds and are committed to making reasonable adjustments throughout the recruitment process for candidates who require them. All employment decisions are based on merit, qualifications, and business need.