Head of Commercial

About the role

The Head of 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. Working in close partnership with Clinical and Product Management teams, the role will help 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. 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 - Translate clinically approved services into clear, compelling and patient-friendly propositions - 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 pathway portfolio - Developing a clear, differentiated patient proposition across key categories: o Defining target audiences and unmet needs o Translating clinical insights into right first time commercial propositions which resonate easily with patients o Shaping how we compare and where we can compete & lead across key categories o Continuously evolving our proposition in response to insight and market trends o Clearly differentiated in the market (brand, messaging, pricing, experience, target audience) o Consistent with Pharmacy2U's / Lloyds patient-first brands - Growth Strategy o Identify market size, growth and opportunities for the group o Led role in defining and achieving optimum market share in each sector/condition o Diversify our current offering to attract/retain new patients and increase LTV - Continuously evolve messaging, pricing, packaging and positioning based on: o Patient insight o Market dynamics o Competitive landscape - Monitor and share internally market trends, competitors, and emerging digital health models. Bring innovative thinking while grounding decisions in clinical safety and data - Lead and develop a team of two category managers Performance, Patient Growth & LTV - Own and lead the business unit performance cadence, chairing regular (weekly/monthly) performance reviews to track delivery against business plan. Drive clarity, accountability and pace through structured action planning, ensuring clear outputs from each performance forum with agreed owners, timelines, and measurable outcomes. - Lead and define the key initiatives that deliver key performance metrics, particularly: o Patient acquisition, conversion and retention o Attract the Pharmacy2U Universe patient base based on cohort and health insights o Profit per patient across our online doctor propositions, and our wider health and wellness offering o Lifetime Value (LTV) and cohort performance - Develop growth strategies across: o Channel mix (performance marketing, CRM, partnerships) o Pricing, packaging and service models o Cross-sell and repeat usage journeys o Pathway integration with existing services - Encourage a culture of test, learn and refine, grounded in

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