Commercial & Partnership Senior Associate

About the role

As the Commercials and Partnerships Senior Associate, you will own two of Homage's most critical growth segments, B2C (direct out of pocket consumer) and New Business (facilities-based manpower support) and be responsible for driving revenue and growth across both segments. This role also offers the opportunity to grow into a broader Commercial and Partnership Lead position over time. As the individual develops a strong understanding of Homage's commercial strategy, partnerships, and operating model, there will be opportunities to take on greater ownership of key business segments, lead strategic growth initiatives, and eventually build and manage a team to further scale these areas of the business.

Responsibilities & Duties

1. New Business Growth (Sales & Lead Generation)

• Identify and prospect net new facilities-based accounts across Singapore's community and acute care sector; prioritise accounts by volume potential and strategic fit.
• Own the full sales cycle of these accounts, from first outreach and needs assessment through partnership proposal, commercial negotiation, contract signing, and partnership activation process.
• Build a strong sales pipeline with a target of 2+ new qualified opportunities per month.
• Conduct presentations and pitches to showcase Homage's value proposition and strength in facilities-based manpower solutioning.
• Negotiate and close service agreements, ensuring seamless onboarding with potential partners.
• Track all sales activities via CRM, ensuring visibility and reporting.

2. B2C Segment Growth (Strategy & Expansion)

• Identify and develop referral partnerships with organisations that serve Homage's B2C target audience, such as GPs, private hospital clinics, and eldercare groups, to drive a consistent flow of qualified inbound leads and referrals.
• Conduct pricing reviews to ensure Homage's B2C pricing remains competitive, reflects demand, and present findings and recommendations to the leadership team with supporting data.
• Analyse B2C client demand trends such as care type, frequency, geography, and client care profiles to surface insights that inform product, marketing, and commercial decisions.
• Identify and test new B2C growth channels or initiatives beyond existing inbound web traffic; pilot, evaluate, and recommend channels worth investing in.
• Work closely with the Care Advisory team to understand conversion rates, drop-off points, and friction in the client care journey, and surface findings that can improve lead quality or conversion upstream.
• Close Business Partnering with Homage's Business Intelligence team and build strong reporting to measure B2C funnel performance.
• Close Business Partnering with Product and Engineering Team to enhance B2C acquisition, activation, conversion, and engagement performance.

3. Key Account Management & Retention

• Maintain regular touchpoints with existing facilities-based partners; serve as their primary point of contact for commercial matters post-contract signing.
• Track contract expiry timelines and initiate renewal conversations at least 2 to 3 months ahead of contract expiry. Never let a contract lapse without a structured renewal discussion.
• Identify upsell and expansion opportunities within existing accounts such as additional headcount, extended contract duration, new care types.
• Flag accounts at risk of churn early; surface retention risks to the leadership team with a proposed response plan.
• Coordinate with the Partnerships Manager on any operational or account management support needed for active accounts.

4. Market Strategy & Industry Insights

• Build relationships with key industry stakeholders and advocacy groups such as SingHealth, NUHS, and major facilities care organisations in Singapore.
• Develop market-entry strategies for targeted provider segments such as Home Caregiving Grant.

About you

• 2-4 years of experience in Business Development, Sales, or Account Management (Community/Acute Healthcare Sector preferred)
• Bachelor's or Master's degree in Business Administration, Marketing, Sales, Healthcare Management, or a related field is highly advantageous
• Strong relationship-building skills, with the ability to navigate long sales cycles and provider decision-making structures
• A consultative selling approach, with the ability to map out stakeholder needs and tailor partnership solutions
• High adaptability, comfortable working in a fast-growing, tech-enabled environment
• Experience with CRM systems (e.g., HubSpot, Salesforce) and data-driven reporting
• Basic knowledge of Google Suite/Microsoft Office, particularly Excel, Word, and PowerPoint
• Results-driven, focused on achieving sales targets and driving growth with a strong sense of accountability
• Excellent interpersonal skills, able to build and maintain relationships with a diverse range of stakeholders
• Comfortable with technology and quick to learn new tools that enhance sales and partnership management

About us

Homage is a community care organisation operating in Singapore. The company serves the Community Care sector with facilities-based manpower support and direct consumer services.