Category Performance and Analysis

• Own category performance: revenue, patient volume, conversion (landing → consultation, consultation → prescription), repeat/return rates, and margin at CM1, CM2, and CM3

• Conduct hands-on analysis using self-serve BI tools; identify what's working, what's not, and why

• Ensure analytics infrastructure exists to understand category performance end-to-end; partner with Data team to build what's missing

• Monitor performance against targets; surface underperformance early with diagnosis and proposed actions

• Have a living plan of prioritised actions and experiments to improve category performance

Market and Competitor Intelligence

• Be the internal expert on the market and competitive landscape for assigned categories: patient segments, competitor propositions, pricing strategies, market trends, regulatory shifts

• Maintain up-to-date competitor tracking; know what they're launching, where they're winning, and what's driving it

• Translate market insights into actionable recommendations for Marketing, Clinical, Product, and Commercial leadership

Patient Experience and Conversion

• Define what the patient experience must deliver to win in each category: journey flow, content, clinical pathways, messaging, and UX

• Obtain customer insights to understand patients needs, desires and current experience with Evaro as relates to the relevant categories

• Write or source copy for category pages and communications; care deeply about clarity and conversion

• Direct Clinical Specialists on category-specific clinical content; ensure clinical accuracy and patient comprehension

• Continuously identify, prioritise, and test improvements to conversion and retention across the funnel

• Validate that changes deliver intended impact; iterate based on results

Commercial Execution

• Identify and implement trading actions, partnering with marketing: promotions, seasonal plays, AOV initiatives, category campaigns, PPC tests

• Recommend pricing changes to CCO with clear rationale and expected impact

• Build business cases for category investment (e.g. major innovations to the category); quantify opportunity and required resources; where appropriate project manage the creation and launch of such innovations

• Track campaign-specific metrics (e.g., AOV uplift from test kit attach) and feed learnings back

Cross-functional Coordination

• Influence PxE roadmap by clearly articulating category needs and patient outcomes; understand that Product owns the platform and prioritisation decisions. Escalate conflicts between category needs and PxE capacity to CCO when necessary

• Work with Operations on capacity and fulfilment constraints affecting category performance, and opportunities to improve economics and outcomes

• Collaborate with Clinical team on evidence base and compliance for category propositions

• Share insights across Category Managers to build collective knowledge

Technical and Professional Competencies

Essential

• Highly numerate with strong analytical skills, evidenced by qualifications (e.g., A-level Maths, quantitative degree) and demonstrated hands-on analysis experience

• Proficiency with Excel/Sheets and BI tools; able to conduct own analysis and draw actionable conclusions without relying on analysts

• Experience in commercial, growth, or target-driven roles with clear accountability for performance metrics. Financially literate and able to rapidly understand a market in depth

• Highly customer centric; demonstrated ability to deeply understand customer/patient needs using qualitative and quantitative methods (research, surveys, conversion analysis, NPS, user feedback)

• Strong understanding of digital UX; intuitive sense for what makes experiences clear and effective

• Excellent written communication; able to write clear, persuasive copy and articulate requirements precisely

• Experience coordinating cross-functional teams in a matrix environment; excellent project manager and able to influence without authority

• Comfortable with ambiguity; able to make decisions with incomplete information and adjust as you learn

Preferred

• Experience in healthcare, telehealth, pharmacy, or regulated consumer markets

• Background in e-commerce, digital health, or subscription/retention businesses

• Experience working closely with product management teams; understands product development trade-offs

• Familiarity with competitive intelligence and market research methods

• Interest in applying AI tools to category management and analysis

• Experience in high-growth environments where priorities shift and speed matters

Success Measures (KPIs)

• Revenue growth: Achieve or exceed category revenue targets (specific targets set per category)

• Patient volume: Meet quarterly and annual patient acquisition targets

• Conversion performance: Improve conversion at key funnel stages — landing → consultation request, consultation → prescription — with specific percentage targets

• Retention/repeat rate: Increase repeat patient rate against baseline, with category-specific targets

• Margin performance: Meet CM1, CM2, and CM3 margin targets; demonstrate understanding of margin drivers and levers

• Campaign effectiveness: Deliver measurable results on category-specific initiatives (e.g., AOV uplift from test kit attach, promotion ROI)

• Cross-functional effectiveness: Requirements provided to Product/PxE are clear, accepted, and delivered successfully; Clinical content directed is accurate and timely

Practicalities

Evaro was founded in 2018 by clinicians as a sustainable option to the huge amount of paper waste produced by the NHS. Based in Norwich, we are purely an online service, offering a variety of treatments online through an online consultation with our prescribing team.

Category Manager