Founding Sales

About Primary

Primary provides finance teams with a world-class treasury function without requiring them to build an internal treasury team. The platform connects every bank, entity, and currency so teams can view cash positions in real time, move funds efficiently, and optimize idle balances. Companies such as Heidi Health, UpGuard, and Hims use Primary to reduce FX costs, earn institutional-level yield, and maintain strong liquidity as they expand globally.

We were Australia's Emerging Fintech of the Year in 2025, are backed by Australian venture firms like Carthona Capital, Afterwork Ventures & Archangel Ventures and are now building our US business from the ground up from New York.

We're looking for a Founding Sales hire. You'll be critical to how Primary wins its first wave of US customers. You'll start by building pipeline in person and through outbound and account-based campaigns, then grow into owning deals from first touch to signature as we gain traction in the market.

This is a high-ownership, high-autonomy role for someone who can go from first conversation to qualified opportunity to closed deal fast. You've likely sold to finance teams before and know how CFOs and controllers buy. You should be excited to be in the NYC office building alongside the team.

Why this role exists

You should be able to:

• Build Primary's US pipeline from scratch, generating meetings with CFOs, Heads of Finance, controllers and treasury teams at high-growth companies
• Be out in the market in person: finance events, CFO dinners, founder and investor communities, and anywhere else our buyers spend time
• Run outbound and ABM campaigns against our highest-value accounts, with messaging that lands with finance leaders
• Graduate into a full stack seller who runs discovery, demos, commercials and close once we've found traction in the US
• Feed what you hear in the market back into our positioning, product and pricing

The role involves relentless prospecting, commercial judgement and operational rigour. Early on, your north star is qualified pipeline created. Over time, it becomes revenue closed.

What you'll do

You'll own the front of the US sales motion, and over time the whole of it. Some work will be event-shaped, some campaign-shaped, some deal-shaped. You'll take accounts from target list to first meeting, and increasingly from first meeting to signed:

• Source in person. Work the NYC finance and founder scene, attend and host events, and turn conversations into booked meetings.
• Design and run outbound campaigns across email, LinkedIn and phone, testing targeting and messaging and doubling down on what converts.
• Run ABM campaigns on priority accounts, mapping the buying group across CFO, controller and treasury and orchestrating multi-touch plays with the team.
• Activate warm paths through our investors, partners and customers, including VC and PE portfolios, banking partners and the wider finance software ecosystem.
• Help build the US sales playbook (ICP, qualification, objection handling, pricing and sequencing) that future reps will inherit.

What we're looking for

• 2-6 years in sales at a top-tier B2B SaaS or fintech company, now looking to go early stage.
• A track record of creating your own pipeline.
• Strong communication skills. You can hold your own with a CFO and explain cash, yield and FX concepts clearly.
• You've already built AI agents for yourself to automate parts of your existing role or personal life.
• Experience selling to finance teams (CFOs, controllers, treasury) is a strong plus. Closing experience or fintech, banking or finance software exposure is a plus.

Why Primary

• You prefer to be in person. We move faster together, iterate in real time and invest in the office as the heartbeat of the team. Ours is in Flatiron, NYC.
• You want high ownership and high trust. You'll have autonomy but you'll also be expected to ship and learn quickly.
• You want to be a founding US hire at a rocket-ship backed by top-tier venture investors. Early enough to shape everything.
• You are looking for competitive comp, benefits and meaningful equity in a rapidly growing startup.

Target base compensation for this role is $110-140k + commissions.