About the position
Health-E Commerce is entering an exciting new phase—expanding beyond traditional inventory-based product retail into a high-growth digitally enabled health services marketplace. We are seeking a strategic, entrepreneurial General Manager to lead our New Verticals & Health Services Marketplace, a new business line designed to unlock additional FSA/HSA spend through affiliate-based telehealth offerings and product categories that require a Letter of Medical Necessity (LMN). This role will own the strategy, performance, and roadmap for building this business—from scaling affiliate and LMN-based offerings to driving site transformation and customer experience. You will lead cross-functional execution across Product, Tech, Marketing, eCommerce, Data, and TPA Account Management to rapidly bring this vertical to market and ensure operational excellence, compliance, and consumer clarity. You'll be at the forefront of redefining how consumers access and utilize their health benefit dollars, and will play a critical role in shaping the future of Health-E Commerce.
Responsibilities
- Own the strategy, P&L, and business outcomes for our health services marketplace and LMN-based offering
- Lead cross-functional alignment and execution across Product, Tech, Marketing, eCommerce, Data, and Operations teams to build and scale the new vertical including launching and scaling new affiliate product and service categories, piloting offerings and optimizing based on performance and user feedback
- Guide and influence internal and external teams (e.g., affiliate operations, business development contractors) to expand our affiliate and telehealth offering portfolio
- Partner with Product and Tech to evolve our site into a high-performing affiliate marketplace and ensure seamless integration of owned products, affiliated health services, and LMN offerings
- Work with Marketing and eCommerce to ensure customers clearly understand the difference between always-eligible products and those requiring an LMN—maintaining trust, clarity, and compliance
- Partner with Marketing and Product teams to develop category messaging, user journeys, and on-site merchandising that optimize conversion and education
- Guide TPA Account Management on positioning, communications, and value delivery for TPAs, including managing revenue share considerations and group-level configuration capabilities
- Collaborate closely with Legal, Compliance, and Operations to ensure partner offerings align with eligibility, regulatory, and consumer trust standards
- Work closely with the Data & Analytics team to track and optimize affiliate-driven traffic, capturing full ROI and informing marketing and site strategy
- Drive go-to-market planning, performance measurement, and rapid iteration to ensure business momentum
- Develop business cases for continued investment, including category expansion, owned solutions, and new partnership models
- Monitor market trends, emerging competitors, and FSA/HSA policy shifts to inform roadmap and ensure strategic agility
- Act as the internal champion and accelerator for this business line, ensuring organizational readiness, alignment, and speed of execution
Requirements
- Minimum of 10+ years of experience in general management, business development, strategic leadership, or category ownership, preferably in digital health, eCommerce, or affiliate-based models
- Deep understanding of consumer health, telehealth services, or FSA/HSA product eligibility preferred
- Demonstrated success launching new revenue lines or verticals within a growth-stage or PE-backed company
- Strategic, data-driven thinker with strong P&L ownership experience and operational execution mindset
- Experience working with affiliate models, telehealth providers, or regulated health product categories is a plus
- Strong financial and operational acumen with P&L responsibility
- Proven ability to build and manage external partnerships, as well as lead cross-functional initiatives
- Entrepreneurial mindset with a bias toward action, experimentation, and continuous improvement
Benefits
- Compensation: $180,000 - 225,000
- Discretionary Annual Bonus Eligibility: Up to 25%
- Medical, Dental, Vision, and 401K with a company match
- Dependent Care, FSA & HSA accounts
- Paid Parental & Bonding Leave
- Flexible PTO & office closure on all major holidays
- Monthly wellness & internet reimbursements
- Professional development including certification support & leadership coaching
- Mental Health resources
- 100% remote within the United States
- Must be able to work EST hours
