Head of E-commerce

Let’s turn health prevention into a habit and help thousands live longer, better lives.

At uPacjenta, we believe prevention should be effortless, because a long, healthy life starts with small, everyday actions. Our mission is simple yet powerful: Guiding people to better health.

We’re building technology that brings laboratory tests and diagnostics straight to people’s homes and offices, helping individuals and companies take control of their health through data, awareness and early action. We’re a profitable, fast-growing company that has already made preventive care accessible to thousands, and we’re just getting started.

Now we’re looking for a Head of E-commerce: the owner of our B2C online business, from traffic to margin.

🌱 About the role

You’ll own the B2C e-commerce channel end to end: revenue, margin, offer, pricing and promotions, conversion and the customer journey. You’ll lead marketing (Brand, Growth, Partnerships) as one commercial engine with a plan.

Your main challenge: scalable growth in new customers at healthy unit economics. We want the business to grow in scale and every new customer must make sense on CAC and LTV. That means raising the ceiling, not only harvesting existing demand: reaching new audiences and building the category of at-home preventive diagnostics. We can’t outspend the big medical corporations, but we can outpace them with speed, sharp offers and unconventional thinking.

Your second lever is the customer base we already have: activation, second and next purchase, and converting users who first met us through their employer’s health programs (B2B2C).

You’ll report directly to the COO & co-founder, with real ownership of the B2C online channel P& L.

This role is perfect for someone who:

• Thinks like a commercial owner: revenue and margin, not vanity metrics
• Knows performance marketing deeply enough to challenge and coach specialists,
• Can build an offer, a promo calendar and a funnel, and knows which one moves the number this month
• Switches easily between strategy and detail: a quarterly plan in the morning, a broken checkout step in the afternoon
• Builds small, high-performing teams and aligns them around one plan
• Is e-commerce savvy and genuinely curious about what’s next: understands its mechanics, stays on top of trends, tools and customer behaviours, and spots opportunities to grow the business

👥 Your team

You’ll lead a team of around 8 across brand and growth marketing.

You’ll be supported by a product team developing the e-commerce platform and a product analyst providing insights to guide experimentation and growth.

You’ll work side by side with the Head of Delivery and get help of Customer Care.

🎯 Your key responsibilities

• Own the B2C online channel P& L: revenue, commercial margin (pricing, discounts, product mix, marketing cost), budget and forecast

• Set the offer and commercial strategy:

• the product portfolio (test packages), positioning, pricing thresholds and promotions, including the yearly promo calendar, built with our medical specialist

• how products are presented and found on our platform

• Own conversion and the e-commerce roadmap priorities: CRO, UX, checkout and new features, together with the product squad and analyst

• Grow demand, not just capture it: reach new audiences, build the category of at-home diagnostics, in collaboration with the Head of Delivery and Product Owner

• Define the full-funnel acquisition and retention strategy:

• allocate budget across brand, performance, partnerships and CRM, protecting long-term demand building, not only short-term ROAS

• drive new customer growth with CAC and payback on target

• Grow revenue from the existing base: activation, second purchase, win-back and B2B2C conversion

• Lead and develop the team around one joint Brand & Growth plan, and align with Customer Care (cart recovery, phone sales) and Operations (appointment availability, fulfilment cost), because we’re a two-sided marketplace and growth here is a whole-funnel game

💡 What will help you succeed

• 6+ years in e-commerce, including at least 2–3 years in a head/senior manager role with ownership of channel targets and P& L
• Proven record of growing online revenue and margin, not just volume
• Experience building offers, pricing and promotion strategies
• Strong performance marketing and CRM / marketing automation knowledge (enough to set direction, audit the work and step in when needed)
• Hands-on with CRO, UX and analytics (GA4, GTM, Looker Studio); you make decisions with data
• Experience leading managers and coordinating brand and performance teams
• AI-first mindset: you use AI daily in analysis, planning and execution
• Fluent Polish and good English; based in Warsaw (office 2–3 days/week)
• Experience in health, services, subscriptions or regulated categories is a plus
• Experience growing a D2C brand and turning reach into new customers is a nice to have

⚠️ What you should know upfront

• Hands-on leadership. Small team, so you’ll set strategy and also go deep to understand the details if needed.
• Budgets are smaller than the big players’. Sharp offers and efficiency beat spend.
• Startup pace. Core processes are in place, but priorities can shift.
• Growth depends on operations. Medical staff availability affects conversion.
• Healthcare communication has regulatory limits. The service needs explaining, and classic retargeting is not available.

🛠️ Your toolkit

Claude (AI)

• Synerise (CRM / marketing automation)
• GA4, GTM, Looker Studio
• Google Ads (Search, PMax, Merchant Center), Meta Ads, TikTok
• Slack, Notion, Google Workspace
• MacBook

💙 What you’ll get in return

• Real P& L ownership, a direct line to the COO and fast decision making
• A new e-commerce platform on a fresh stack, with a product squad, a product analyst and a medical specialist supporting you
• An AI-first company: our product team does ~80% of its work with AI and delivers 2–3x faster year over year
• A mission that matters: health prevention, not another gadget store
• Central Point office on Marszałkowska Street (15th floor, 360° view over Warsaw), hybrid 2–3 days in the office
• Free annual uPacjenta preventive check-up
• Private medical care (LuxMed) and MultiSport card
• Discounts on preventive tests for you and your family
• One hour a week for development and an extra day off on your birthday
• Autonomy and a culture of ownership: your ideas really shape the business
• We offer a B2B contract with benefits and a performance bonus tied to revenue and margin.
• Hybrid working model: 2–3 days per week in the Warsaw office

🔍 Our recruitment process

• Online chat with HR (max 45 min)
• Online interview with our COO (1h)
• Recruitment task
• Final live interview with COO, CEO & Advisor
• Decision

Ready to own the growth of health prevention? If you want a role where commercial ownership meets a meaningful mission, this is it.

👉 Apply now 👈