General Manager

Summary

Join Health-E Commerce, a company expanding into a high-growth digitally enabled health services marketplace, as their General Manager for New Verticals & Health Services Marketplace. This role involves owning the strategy, performance, and roadmap for building this new business line, focusing on scaling affiliate and LMN-based offerings and driving site transformation and customer experience. You will lead cross-functional execution across various teams to bring this vertical to market and ensure operational excellence, compliance, and consumer clarity. This position offers the chance to redefine how consumers access and utilize their health benefit dollars and shape the future of Health-E Commerce. The ideal candidate is a strategic operator with a builder mindset, experienced in launching or scaling new business lines and working with Product, Marketing, and Tech teams. This is an opportunity to create something new within a high-trust brand and lead a multifaceted platform connecting consumers to owned products and affiliate health services.

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
• 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
• 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
• Must be able to work EST hours

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

Preferred Qualifications

• Deep understanding of consumer health, telehealth services, or FSA/HSA product eligibility preferred
• Experience working with affiliate models, telehealth providers, or regulated health product categories is a plus

Benefits

• 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