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About the Role

Rugiet is seeking a commercial leader to own the performance of its Sexual Health product category throughout its lifecycle, from proposition and launch through growth, retention, and expansion. This role involves being the category expert, accountable for its commercialization plan, and driving cross-functional work to attract, serve, and retain customers.

Responsibilities

Lead category strategy
Develop a deep understanding of category customers, their needs, purchase triggers, competitive alternatives, product experience, and economics
Gather and apply insights from customer interviews, research, reviews, support data, and behavioral analysis
Own segmentation, positioning, messaging, product education, and commercial briefs
Translate product evidence into clear customer benefits, working with specialists to review claims and ensure accuracy
Partner with the GM to develop the category commercialization plan, including audiences, acquisition and cross-sell strategies, pricing, channels, retention priorities, and investment hypotheses
Drive ongoing commercial performance
Review category performance weekly, identify changes and their causes, and direct next actions
Diagnose opportunities across the customer journey, from discovery and purchase through retention and win-back
Maintain a prioritized optimization backlog and translate performance gaps into briefs with clear hypotheses, deliverables, owners, timing, and success metrics
Coordinate execution across shared teams, evaluate results, and make recommendations to scale, iterate, or stop initiatives within authority
Lead cross-functional retention planning, addressing product, service, and communication drivers of churn
Refresh positioning, creative, offers, and merchandising as customer and performance evidence evolves
Own launches and the portfolio lifecycle
Lead commercial readiness for launches, including proposition, offer, channels, content, customer journeys, tracking, and forecast
Establish post-launch owners, baselines, targets, and 30-, 60-, and 90-day reviews
Continue to own commercialization after launch, including for mature products
Recommend product improvements, variants, bundles, pricing changes, SKU rationalization, and retirement based on customer evidence and economics

Requirements

A track record of owning an in-market DTC, consumer health, ecommerce, or subscription category beyond launch, with evidence of improved conversion, retention, repeat purchase, or contribution
Strong product marketing judgment across customer research, segmentation, positioning, pricing, packaging, and commercial briefs
Ability to analyze funnels, cohorts, and unit economics, identify the most important constraint, and select interventions worth testing
Experience setting priorities and delivering results through paid growth, lifecycle, creative, and digital product partners without relying on direct authority
A hands-on approach: comfortable interviewing customers, inspecting a funnel, writing a brief, evaluating results, and driving the next decision
Category and product depth to build credibility with specialists and customers
Experience in consumer health, supplements, telehealth, or another regulated category is especially relevant
Sound judgment about evidence, claims, quality, and patient and customer trust

Skills

Customer insight
Product knowledge
Performance data analysis
Commercialization strategy
Customer segmentation
Positioning
Messaging
Product education
Commercial briefs
Claim review
Acquisition strategies
Cross-sell strategies
Pricing strategy
Channel strategy
Retention strategy
Investment analysis
Performance review
Customer journey analysis
Optimization backlog management
Hypothesis testing
Cross-functional team coordination
Retention planning
Product lifecycle management
Launch readiness
Forecasting
Product improvement recommendation
SKU rationalization
Product retirement recommendation

Experience Level

Commercial leader
Category expert
Experience owning an in-market DTC, consumer health, ecommerce or subscription category beyond launch

About the Company

Rugiet is a growing healthcare company.