Head of Commercial

The Head of Online Doctor, Patient Growth & Proposition will lead the commercial performance and patient growth strategy of the Online Doctor service within Pharmacy2U. This role is accountable for driving sustainable patient acquisition, engagement, retention and lifetime value, while shaping a compelling, market-leading digital healthcare proposition across a portfolio of online treatment pathways.

In partnership with Clinical and Product Management teams, the role will 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 will work 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.

Responsibilities

• Translate clinically approved services and pathways into clear, compelling, 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.
• Be 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.
• Partner with Clinical and Product teams to launch and grow 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 pathway portfolio.
• Develop a clear, differentiated patient proposition across key categories: defining target audiences and unmet needs, translating clinical insights into first‑time commercial propositions that resonate with patients, shaping how we compare and compete & lead across key categories, continuously evolving our proposition in response to insight and market trends, ensuring clear differentiation in branding, messaging, pricing, experience and target audience, and consistency with Pharmacy2U’s patient‑first brands.
• Own the growth strategy, identifying market size, growth and opportunities for the group, defining and achieving optimum market share in each sector/condition, diversifying our current offering to attract/retain new patients and increase LTV, and evolving messaging, pricing, packaging and positioning based on patient insight, market dynamics and competitive landscape.
• Lead and develop a team of two category managers for Performance, Patient Growth & LTV.
• Own and lead the business unit performance cadence, chairing regular performance reviews to track delivery against the business plan.
• Lead and define the key initiatives that deliver key performance metrics, focusing on patient acquisition, conversion and retention, attracting the Pharmacy2U Universe patient base based on cohort and health insights, profit per patient, LTV and cohort performance.
• Develop growth strategies across channel mix, pricing, packaging, 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.
• 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, and share insight and best practice.
• Ensure new developments are clinically appropriate, aligned to patient need and positioned responsibly in the market, and help bring innovation to life through strong proposition design and launch planning.
• Maintain a strong understanding of primary care/digital health pathways, experience working closely with GPs or clinical teams, and solid grasp of clinical governance, safety and regulatory frameworks.
• Own or scale a customer‑facing proposition, demonstrate strong understanding of GTM strategies across retention, acquisition, pricing and commercial models, and strong experience in market analysis, opportunity identification, market share targets and action planning.
• Display deep comfort with data, experimentation and optimisation, strategic & leadership skills including knowledge of online doctor market, segments and conditions, balancing clinical safety vs growth ambition, strong decision‑making in complex, ambiguous environments, and highly collaborative influence of senior stakeholders across disciplines.

Benefits

• 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)
• Enhanced maternity and paternity pay
• Flexible hybrid working to help balance work and home life
• 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 benefits schemes
• Regular health and wellbeing initiatives
• Strong commitment to CPD, training and professional development
• 25 days’ annual leave, increasing with service
• Buy and sell holiday scheme
• 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
• Regular social events throughout the year