General Manager, New Business

Job Description About RugietRugiet is one of the fastest-growing direct-to-consumer telemedicine companies in the US, built on a flagship men's health product that has scaled dramatically. We're now turning our infrastructure, brand, and patient base toward a new frontier of products. The engine is built. The opportunity is real. We need someone to go execute it.The MissionTake Rugiet's emerging product lines to the next level. You will own these businesses end-to-end: from clinical and regulatory readiness to product launch, go-to-market execution, cross-functional coordination, and in-market optimization. You are not here to build decks. You are here to build revenue.This Role is NOT for You IfYou are primarily a strategist or consultant — we have the strategy, we need executionYou need a large team or established infrastructure to operate effectivelyYou are uncomfortable with ambiguity, fast pivots, or rolling up your sleevesYou have never owned a P&L or been directly accountable for a revenue numberYou prefer long planning cycles over rapid testing and iterationWhat You OwnFull P&L ownership for new product lines — revenue, margin, and growth trajectoryGo-to-market execution — launch planning, channel strategy, pricing, positioning, and market entry sequencing across new product linesCross-functional orchestration — driving Clinical, Regulatory, Operations, Product, Marketing, Lifecycle, Creative, and CX to deliver on launch and growth milestones; you connect the dots and remove the blockersOperational build-out — standing up the fulfillment, compounding pharmacy, patient intake, and clinical workflows needed to support each new product at scaleRegulatory and compliance coordination — partnering with Legal and Clinical to ensure each product line launches compliantly and scales within applicable federal and state frameworksVendor and partner management — sourcing and managing compounding pharmacy partners, clinical advisors, and third-party vendors specific to new product categoriesPatient acquisition coordination — working hand-in-hand with the Growth team to brief and align paid, lifecycle, and organic strategies around new product launchesPerformance management — building KPI dashboards, owning weekly reporting to leadership, and driving rapid course correction when metrics are off-trackCompetitive intelligence — tracking the DTC landscape and ensuring Rugiet's positioning stays sharpTeam building — identifying and making the case for headcount as each product line grows; eventually building dedicated teams under each verticalWhat You Bring8+ years of operating experience, with at least 3 years directly owning a P&L in a high-growth DTC, consumer health, or subscription businessA proven track record of launching new products or business lines from zero — not just contributing to a launch, but owning one end-to-endDeep cross-functional operating experience — you have driven results across teams you don't directly manage, and you are comfortable being accountable for outcomes you don't fully controlStrong commercial instincts — you understand unit economics, CAC/LTV dynamics, margin structure, and how to make a business model work in DTC healthExperience navigating regulated industries — comfort with prescription products, compounding pharmacy relationships, or FDA/FTC/state telehealth compliance is a significant advantageOperator's mindset — you build processes, remove blockers, escalate fast, and measure everythingHigh EQ and executive presence — you'll be reporting to the CEO and interfacing with every function in the company; you need to be trusted, direct, and effective in all directionsComfort in ambiguity — Rugiet's new product lines are early, and the playbook is still being written; you need to be energized by that, not paralyzedBonus PointsDirect experience in sleep health, longevity medicine, peptide therapeutics, or men's/women's healthPrior experience at a telemedicine or compounding pharmacy-adjacent companyBackground in launching subscription health products with recurring revenue modelsExperience managing or sourcing compounding pharmacy vendor relationshipsFamiliarity with the competitive landscape30 / 60 / 90 Day PlanDeep dive on each product line's current state: clinical readiness, regulatory status, ops infrastructure, and market opportunity1:1s across every function to map dependencies and relationshipsAudit competitive landscape for sleep, longevity, and peptidesDeliver a prioritized launch sequencing recommendation to leadership | Lock the launch sequence and milestones for the first product lineIdentify and close critical gaps in clinical, ops, and compliance readinessAlign Growth, Lifecycle, and Creative on go-to-market briefBuild the P&L model and KPI dashboard for each vertical | First new product line in-market with paying patientsPerformance reporting rhythm established with leadershipClear roadmap for product linesEarly CAC, conversion, and retention signals in handWhy RugietYou're not starting from scratch — Rugiet has a proven brand, an active patient base, a compounding pharmacy infrastructure, and a full-stack DTC operating model already in placeThe growth opportunity is real and near-term — the market for sleep, longevity, and peptide therapeutics is exploding and Rugiet is positioned to winDirect line to the CEO with the authority and resources to move fastCompetitive base salary, performance bonus tied directly to revenue milestones, equity participation, full benefits, 401(k), and remote flexibility