Head of Commercial

The Head of Online Doctor, Patient Growth & Proposition leads the commercial performance and patient growth strategy of the Online Doctor service within Pharmacy2U. The role drives sustainable patient acquisition, engagement, retention, and lifetime value, while shaping a compelling, market‑leading digital healthcare proposition across a portfolio of online treatment pathways.

Working in close partnership with Clinical and Product Management teams, the role helps shape the development of our patient proposition, ensuring it reflects market needs, patient insight, and commercial opportunity while aligning with clinical governance and product strategy. The role will drive the expansion of the Online Doctor proposition beyond core high‑demand categories such as weight loss, hair loss, and erectile dysfunction, increasing awareness, adoption and commercial performance across a broader condition portfolio.

As a senior leader, this role works with senior stakeholders in Product, Clinical and Marketing, drawing additional support from CRM, Data, Operations and Regulatory teams to translate strategy into execution—aligning teams around shared growth goals and enabling a joined‑up, patient‑centric approach to digitally enabled healthcare delivery. This position combines commercial ownership with collaborative leadership, requiring the ability to influence across functions, balance competing priorities, and deliver growth while maintaining the highest standards of clinical care and patient experience.

Translating Clinical Services into Scalable Patient Propositions

• Translate clinically approved services and pathways into clear, compelling and patient‑centric propositions, supporting understanding, engagement and adoption.
• Partner closely with GPs and clinical teams to shape and refine treatment pathways that deliver great patient outcomes.
• Accountable for the profitability of pathways and propositions, including initiatives to improve contribution.
• Act as the bridge between clinical teams (GPs, pharmacists, governance) and product/marketing/commercial teams.
• Support the successful launch of new services by aligning clinical intent with patient expectations.

Proposition Development & Market Positioning

• Partner with Clinical and Product teams to support the successful launch and growth of new services, ensuring alignment between clinical design, product experience, and patient expectations.
• Collaborate with Clinical teams to inform the ongoing development and optimisation of treatment pathways, contributing patient insight, market and performance data to drive great patient outcomes.
• Co‑accountability for forward planning of the pathway portfolio.
• Develop a clear, differentiated patient proposition across key categories.
• Define target audiences and unmet needs.
• Translate clinical insights into right‑first‑time commercial propositions that resonate easily with patients.
• Shape how we compare and where we can compete and lead across key categories.
• Continuously evolve our proposition in response to insight and market trends.
• Ensure the proposition is clearly differentiated in the market (brand, messaging, pricing, experience, target audience) and consistent with Pharmacy2U's / Lloyds patient‑first brands.
• Identify market size, growth and opportunities for the group; lead role in defining and achieving optimum market share in each sector/condition.
• Diversify the current offering to attract/retain new patients and increase LTV.
• Continuously evolve messaging, pricing, packaging and positioning based on patient insight, market dynamics and competitive landscape.
• Monitor and share internal market trends, competitors and emerging digital health models, bringing innovative thinking while grounding decisions in clinical safety and data.
• Lead and develop a team of two Category Managers for Performance, Patient Growth & LTV.
• Own and lead the business unit performance cadence, chairing regular (weekly/monthly) performance reviews to track delivery against the business plan.

Drive Clarity, Accountability and Pace Through Structured Action Planning

• Lead and define the key initiatives that deliver key performance metrics, particularly: Patient acquisition, conversion and retention: attract the Pharmacy2U Universe patient base based on cohort and health insights.
• Profit per patient across our online doctor propositions and our wider health and wellness offering.
• Lifetime Value (LTV) and cohort performance.

Develop growth strategies across:

• Channel mix (performance marketing, CRM, partnerships).
• Pricing, packaging and service models.
• Cross‑sell and repeat usage journeys.
• Pathway integration with existing services.

Encourage a culture of test, learn and refine, grounded in patient outcomes.

Lead the Weekly Performance Meeting & Pharma Partnerships

Work with pharmaceutical partners and clinical teams to support:

• Development of new treatment offerings.
• Introduction of innovative products and pathways.
• Pricing, margin‑enhancing and supply agreements.
• Sharing insight and best practice.

Ensure new developments are clinically appropriate, aligned to patient need and positioned clearly and responsibly in the market. Help bring innovation to life through strong proposition design and launch planning.

Requirements

Clinical & Healthcare Environment Experience

• Strong understanding of primary care / digital health pathways.
• Experience working closely with GPs or clinical teams to shape and refine propositions.
• Solid grasp of clinical governance, safety, and regulatory frameworks.

Proposition Development and Growth Expertise

• Proven experience owning or scaling a customer‑facing proposition.
• Strong understanding of GTM strategies across retention, acquisition, pricing and commercial models.
• Proven experience of market analysis, opportunity identification, market share targets and action planning.
• Deep comfort with data, experimentation and optimisation.

Strategic & Leadership Skills

• Strong knowledge of online doctor market, segments and conditions.
• Ability to balance clinical safety vs growth ambition.
• Strong decision‑making in complex, ambiguous environments.
• Highly collaborative, able to influence senior stakeholders across disciplines.

Benefits

• Financial security & rewards
• Competitive contributory pension
• Occupational sick pay
• Long‑service awards and refer‑a‑friend bonuses
• Professional registration fees covered (GPhC, NMC, CIPD and more)
• Cycle to Work and Green Car schemes (subject to eligibility)
• Family‑friendly
• Enhanced maternity and paternity pay
• Flexible hybrid working to help balance work and home life
• Health & wellbeing
• Private healthcare insurance at discounted rates (Aviva)
• Employee Assistance Programme and in‑house mental health support
• Access to discounted gym memberships via Blue Light Card and benefit schemes
• Regular health and wellbeing initiatives
• Career growth
• Strong commitment to CPD, training and professional development
• Time off & flexibility
• 25 days’ annual leave, increasing with service
• Buy and sell holiday scheme
• Everyday perks & exclusive discounts
• Blue Light Card and employee discount platform
• Exclusive discounts at The Springs, Leeds
• 25% off health & beauty purchases
• 25% off Pharmacy2U Private Online Doctor services
• Culture & community
• Regular social events throughout the year