Category Manager
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Job Description
Category Manager at Evaro improving healthcare services through data analysis and cross-functional collaboration. Owning performance metrics and enhancing patient experience across categories.
Responsibilities:
- 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
- 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
- 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
- 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
- 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
Requirements:
- 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
Benefits:
- 25 days annual leave
- Enhanced healthcare coverage
- Competitive parental leave policies
- Clear progression pathways and development opportunities
- Supportive, collaborative environment with structured onboarding
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