GTM Systems Lead

Frontera is reimagining how children with autism and other behavioral health needs get the care they deserve. We bring together world-class clinicians, technologists, and autism specialists to build cutting-edge AI tools that help care teams work smarter and spend more time with the children and families who need them most. Our platform is HIPAA-compliant and designed for the real-world needs of behavioral health teams - from psychologists to ABA therapists. By combining evidence-based care with powerful technology, we’re expanding access to high-quality services for families everywhere. Our Mission Frontera exists to close the care gap: every child, no matter where they live, should be able to access effective behavioral healthcare. Role Overview Frontera is hiring a GTM Systems Lead to own and operate the commercial technology stack that powers our Sales organization. This is not a narrow ticket taking a CRM role. It is a high impact commercial operations role responsible for CRM administration, lifecycle configuration, routing logic, data integrity, automation, and reporting clarity across both B2B and Direct to Parent motions. Reporting into the Sales organization and partnering closely with Marketing and Growth, you will ensure that demand generation, outbound execution, pipeline management, and enrollment workflows operate cleanly and scale predictably. Success in this role means combining strong technical system ownership with operational discipline and a practical understanding of how sales teams actually work. You will reduce friction, eliminate ambiguity, and maintain systems that allow our commercial teams to move faster with confidence. What You’ll Own CRM Administration & Lifecycle Configuration Administer and maintain our CRM including objects, fields, validation rules, workflows, permissions, and reporting structures Configure and maintain lifecycle models across: Enterprise B2B pipeline, Partner and referral driven opportunities, and Direct to parent enrollment journeys Define and enforce stage criteria to reduce pipeline stalling and ambiguity Maintain routing logic that supports clear ownership across SDRs, AEs, Partnerships, and CS teams Modern GTM Stack Management Administer and integrate systems across a modern AI native GTM stack including: CRM platform (Hubspot; Salesforce) Clay for enrichment, outbound intelligence, and workflow automation Sales engagement platforms Marketing automation systems Call intelligence tools Data enrichment providers Attribution and analytics platforms Ensure clean data flow between systems and eliminate manual reconciliation Maintain documentation of system architecture and integrations Pipeline Integrity & Attribution Maintain accurate lead source and channel attribution across inbound, outbound, partner, and community channels Ensure marketing to sales handoffs are measurable and clean Identify and resolve lifecycle and attribution errors that distort reporting Support clear funnel visibility across both B2B and Direct to Parent motions Forecasting & Commercial Visibility Build and maintain dashboards for Pipeline health and velocity Conversion rates across enterprise and Direct to Parent funnels Partner sourced contribution Forecast accuracy Reduce spreadsheet dependency across leadership Support forecasting models and quota visibility Automation & Sales Productivity Build automation that reduces manual data entry and hygiene burden Implement validation guardrails to improve data integrity Streamline handoffs between Marketing, SDR, AE, Partnerships, and Enrollment Support outbound automation logic and enrichment workflows within Clay Document workflows to support onboarding and scale Cross Functional Partnership Partner closely with: Leadership team Growth and Marketing Sales and Customer Success Partnerships Product What We’re Looking For Required Experience 5 to 8+ years in Sales Operations, RevOps, GTM Systems, or Commercial Operations Hands on CRM administration experience and sales automation systems Experience managing modern GTM stacks including tools such as Clay Strong understanding of lifecycle modeling and pipeline management Experience building automation and routing logic Comfort working directly with sales teams and improving rep productivity Experience building forecasting infrastructure Strong analytical skills and attention to detail Preferred Experience in healthcare or other regulated industries Experience supporting multi motion environments including B2B, D2C, and B2B2C Experience working in high growth or AI native environments Traits That Matter Here Builder mentality with high agency and ownership Strong operational judgment Analytical rigor and discipline around measurement Comfortable navigating ambiguity while bringing structure Direct, pragmatic communicator Why This Role Matters As Frontera scales across enterprise, partner, and Direct to Parent channels, our commercial systems must operate with clarity and precision. This role ensures that CRM integrity, Clay powered outbound workflows, lifecycle configuration, and reporting infrastructure are strong enough to support durable growth without creating operational drag. You will help maintain and scale the commercial backbone of a category defining behavioral health company. We have determined a salary range for this position that takes into account several factors including experience, knowledge, education, skills, and abilities. Please note that the salary information is a general guideline and the exact salary will be determined based on the individual’s qualifications and experience, with consideration given to the factors listed above. All full-time employee benefits include a stake in shared success through stock options, health benefits, 401(k) plan, and 4 weeks of PTO per year. Expected Salary Range in Denver: $120,000-$145,000 Expected Salary Range in San Francisco: $140,000-$170,000 Why Frontera? Opportunity to be at the forefront of innovation in pediatric healthcare. Work on challenging and impactful projects that leverage cutting-edge technologies. Collaborate with a talented and passionate team in a fast-paced and dynamic environment. Make a real difference in the lives of children and families in rural communities. Competitive salary and benefits package. Our Denver Office & Perks Dog-friendly office. Catered lunch from local Denver restaurants five days a week, plus occasional breakfasts and dinners. Robust snack program and great coffee options (including cappuccino machine and cold brew cans). Regular team events and low-key socials. Up to $150/month commuter stipend, discounted nearby parking, and a discounted Colorado Athletic Club membership. Thoughtfully designed space for focus, collaboration, and connection. Competitive health benefits, stock options, 401(k), and generous PTO. Join us in building the future of behavioral healthcare!