General Manager, New Business

Job Description

Job Description

About Rugiet

Rugiet 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 Mission

Take 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 If

• You are primarily a strategist or consultant — we have the strategy, we need execution
• You need a large team or established infrastructure to operate effectively
• You are uncomfortable with ambiguity, fast pivots, or rolling up your sleeves
• You have never owned a P&L or been directly accountable for a revenue number
• You prefer long planning cycles over rapid testing and iteration
• You come from agency or creative experience, but don’t have the business ownership and management experience.

What You Own

• Full P&L ownership for new product lines — revenue, margin, and growth trajectory
• Go-to-market execution — launch planning, channel strategy, pricing, positioning, and market entry sequencing across new product lines
• Cross-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 blockers
• Operational build-out — standing up the fulfillment, compounding pharmacy, patient intake, and clinical workflows needed to support each new product at scale
• Regulatory and compliance coordination — partnering with Legal and Clinical to ensure each product line launches compliantly and scales within applicable federal and state frameworks
• Vendor and partner management — sourcing and managing compounding pharmacy partners, clinical advisors, and third-party vendors specific to new product categories
• Patient acquisition coordination — working hand-in-hand with the Growth team to brief and align paid, lifecycle, and organic strategies around new product launches
• Performance management — building KPI dashboards, owning weekly reporting to leadership, and driving rapid course correction when metrics are off-track
• Competitive intelligence — tracking the DTC landscape and ensuring Rugiet's positioning stays sharp
• Team building — identifying and making the case for headcount as each product line grows; eventually building dedicated teams under each vertical

What You Bring

• 8+ years of operating experience , with at least 3 years directly owning a P&L in a high-growth DTC, consumer health, or subscription business
• A proven track record of launching new products or business lines from zero — not just contributing to a launch, but owning one end-to-end
• Deep 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 control
• Strong commercial instincts — you understand unit economics, CAC/LTV dynamics, margin structure, and how to make a business model work in DTC health
• Experience navigating regulated industries — comfort with prescription products, compounding pharmacy relationships, or FDA/FTC/state telehealth compliance is a significant advantage
• Operator's mindset — you build processes, remove blockers, escalate fast, and measure everything
• High 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 directions
• Comfort in ambiguity — Rugiet's new product lines are early, and the playbook is still being written; you need to be energized by that, not paralyzed

Bonus Points

• Direct experience in sleep health, longevity medicine, peptide therapeutics, or men's/women's health
• Prior experience at a telemedicine or compounding pharmacy-adjacent company
• Background in launching subscription health products with recurring revenue models
• Experience managing or sourcing compounding pharmacy vendor relationships
• Familiarity with the competitive landscape

30 / 60 / 90 Day Plan

• Deep dive on each product line's current state: clinical readiness, regulatory status, ops infrastructure, and market opportunity
• 1:1s across every function to map dependencies and relationships
• Audit competitive landscape for sleep, longevity, and peptides
• Deliver a prioritized launch sequencing recommendation to leadership | Lock the launch sequence and milestones for the first product line
• Identify and close critical gaps in clinical, ops, and compliance readiness
• Align Growth, Lifecycle, and Creative on go-to-market brief
• Build the P&L model and KPI dashboard for each vertical | First new product line in-market with paying patients
• Performance reporting rhythm established with leadership
• Clear roadmap for product lines
• Early CAC, conversion, and retention signals in hand

Why Rugiet

• You'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 place
• The growth opportunity is real and near-term — the market for sleep, longevity, and peptide therapeutics is exploding and Rugiet is positioned to win
• Direct line to the CEO with the authority and resources to move fast
• Competitive base salary, performance bonus tied directly to revenue milestones, equity participation, full benefits, 401(k), and remote flexibility