General Manager, New Business

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 to $200M ARR. We're now turning our infrastructure, brand, and patient base toward a new frontier: sleep, longevity, and peptide-based therapeutics. The engine is built. The opportunity is real. We need someone to go execute it.

The Mission

Take Rugiet's emerging product lines — sleep, longevity, and peptides — from "0 to 1" in annual revenue. 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

What You Own

• Full P&L ownership for sleep, longevity, and peptide 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 sleep, longevity, and peptide DTC landscape (Superpower, Hims, Ro, Function Health, etc.) 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: Hims & Hers, Ro, Superpower, Function Health, Found, Nue Life

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 "0 to 1" 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