The Business Development Manager (Market Growth) is a pivotal leadership role designed to aggressively scale Lyra’s market share in Singapore’s rapidly evolving Employee Assistance Program (EAP) and corporate wellness sector. As organizations shift from reactive mental health support to proactive, holistic wellbeing strategies, this role will position Lyra at the forefront of this transformation.
You will be responsible for defining the local Go-To-Market (GTM) strategy, capturing enterprise-level new business, and scaling our footprint across the retail and SME sectors. Success in this role requires navigating complex, multi-stakeholder sales cycles, building lucrative channel partnerships with global benefits brokers, and aligning Lyra’s solutions with Singapore’s Tripartite guidelines on mental health.
Location: Onsite
Flexibility: The successful candidate must be flexible to work outside of standard hours to accommodate the global nature of the business and collaborate effectively with international teams across multiple time zones.
Key Responsibilities
- Market Mapping & Penetration: Conduct continuous landscape analysis to identify market gaps, competitor weaknesses, and emerging trends in the Singaporean corporate wellness space.
- Value Proposition Localization: Adapt Lyra’s global EAP and wellbeing messaging to resonate with local nuances, specifically addressing cultural sensitivities and the stigma surrounding mental health in the Asian workplace.
- Growth Forecasting: Develop, execute, and own the annual sales strategy and revenue targets for Singapore, utilizing data-driven insights to pivot strategies proactively.
- Targeted Hunting: Prospect and close high-value EAP contracts with Multinational Corporations (MNCs) headquartered in Singapore, Large Local Enterprises (LLEs), and Government-Linked Companies (GLCs).
- C-Suite Consultancy: Act as a trusted advisor to CHROs, Total Rewards Directors, and Procurement heads, shifting conversations from standard "utilization rates" to measurable clinical outcomes and ROI on mental health investments.
- Complex Deal Structuring: Lead the end-to-end sales cycle, including RFP/RFI responses, complex pricing strategies, and tailored solution presentations.
- Broker Ecosystem: Establish and aggressively expand strategic alliances with top-tier employee benefits brokers (e.g., Aon, Mercer, WTW, Lockton) and local health insurance intermediaries.
- Enablement: Educate and incentivize broker partners on Lyra’s differentiating value, ensuring Lyra is the preferred EAP vendor included in their corporate pitch decks.
- Scalable Solutions: Drive the adoption of streamlined, "plug-and-play" EAP and wellbeing packages tailored for Singapore's massive SME and retail client base.
- L&D Monetization: Commercialize Learning & Development (L&D) initiatives, promoting manager-level mental health training, resilience workshops, and psychological first-aid courses.
- Account Transition: Ensure a seamless handover of closed enterprise deals to the Client Success team, while remaining the executive sponsor for key accounts to drive renewals and upsells.
- Brand Authority: Represent Lyra at premier Singaporean industry events (e.g., HR Tech Festival Asia, SNEF symposiums).
- Regulatory Alignment: Stay intimately familiar with the Ministry of Manpower (MOM) and Workplace Safety and Health (WSH) Council's mental health directives to position Lyra as a compliance and best-practice partner.
1. Strategic Market Growth & Go-To-Market (GTM) Execution
2. Enterprise EAP Acquisition & Direct Sales
3. Channel Partnerships & Broker Relations (Crucial for SG Market)
4. Retail / SME Expansion
5. Client Success & Thought Leadership
Knowledge, Skills, and Experience
Proven Track Record: 5–8+ years of B2B business development, enterprise sales, or strategic partnership experience in Singapore.
Domain Expertise: Deep understanding of the Employee Benefits, Healthcare, HR Tech, or EAP ecosystem in Singapore.
Broker Network: Existing, warm relationships with key employee benefits consultants and insurance brokers in the region.
Consultative Sales Mastery: Demonstrated ability to manage long, complex enterprise sales cycles (6–12 months) and negotiate high-value contracts.
Familiarity with data privacy regulations in the region (e.g., Singapore PDPA) as it relates to healthcare and employee data.
Experience scaling a tech-enabled healthcare or wellness platform in a new market.
Revenue Generation: Annual Recurring Revenue (ARR) from new enterprise and retail EAP clients.
Channel Pipeline: Percentage of qualified pipeline generated through broker and partner channels.
Market Share: Growth in the number of active corporate lives covered under Lyra's programs in Singapore.
Sales Velocity: Reduction in the average sales cycle length through refined targeting and local market fit.
Must-Haves:
Nice-to-Haves:
Key Performance Indicators (KPIs)
