Head of B2C Marketing Italy (x/f/m)

Join our mission, join Doctolib!

Doctolib is transforming healthcare in Europe. Our mission is simple: We help people to be healthier. We're evolving from a leading booking platform to a comprehensive health companion that supports patients throughout their entire healthcare journey. With over 400,000 healthcare professionals and 90 million patients across Europe, we're at the forefront of digital health innovation, creating solutions that improve access to care and enhance the patient experience.

In Italy, we are at a pivotal moment: with 4.5 million active users, we have the foundation to go further, helping Italians navigate their health with more ease, confidence, and continuity of care.

About the role

As Head of Patient (B2C) Marketing Italy, reporting into the VP Marketplace & Patient, you will be a key member of the Patient leadership team and fully integrated in the Italian leadership team in Milan.

You will lead the development and execution of our patient-focused marketing strategy across all channels and touchpoints, with full ownership of patient acquisition, engagement, and retention to accelerate growth in the Italian market.

Your mission will be to transform healthcare in Italy by creating marketing strategies that meaningfully connect patients with care providers (GPs and Private clusters). You will drive digital health adoption, foster preventative care, and ultimately help Italians be healthier.

You will lead our strategic transformation from a B2B model to an integrated BtoBtoC platform, building the most trusted health company in Italy. This means both building a consumer brand that patients genuinely connect with, and driving performance across all channels with a data-driven approach to traffic, acquisition, and bookings.

To do so, you will manage a team of 5 marketing professionals, work alongside agencies on brand and creative, and partner closely with global and central functions in a matrix environment.

Your responsibilities include but are not limited to:

Strategic Leadership

• Define and execute the comprehensive Patient growth strategy for Italy, leveraging our global tooling while addressing local market needs and opportunities

• Lead the strategic repositioning of Doctolib from a pure BtoB player to a Marketplace platform, building a trusted brand that resonates with patients across their healthcare journey

• Develop innovative, data-driven marketing strategies that accelerate growth across all key metrics, from awareness to activation to retention

• Identify and develop new growth opportunities, including potential strategic partnerships and ecosystem plays to transform healthcare in Italy

Channel & Patient Excellence

• Drive the scale optimization of all marketing channels (SEO, CRM, App, Social, Paid) to maximize ROI and deliver against business objectives

• Introduce leading innovations to improve patients' lives, engaging with Sales, Account Management, PMM, Strategy and Product Teams

• Develop a holistic and seamless patient experience across all touchpoints

• Develop best-in-class Healthcare and Patient Understanding

Operational Leadership

• Lead, mentor, and develop a team of 5+ marketing professionals across specialized functions

• Manage marketing investments and coordinate effort with the central Patient function (MarTech and Patient-go-to-Market)

• Foster a culture of innovation, experimentation, and continuous improvement

• Build collaborative relationships with cross-functional stakeholders including Product, Content, Data, and country leadership

Performance & Analytics

• Establish comprehensive measurement frameworks that go beyond volume metrics to focus on quality, engagement, and business impact

• Drive data-informed decision making throughout the marketing organization

• Regularly report on key performance indicators to leadership, providing strategic insights and recommendations

• Identify opportunities to optimize marketing efficiency and effectiveness to accelerate growth

Who you are

Before you read on: if you don't have the exact profile described below, but you feel this job description matches your skill set, we still encourage you to apply.

You could be our next team mate if you have:

• Full fluency in Italian and English

• 10+ years of experience, including 6+ years managing teams and budgets

• A strong B2C background in a digital environment (marketplace, platform, e-commerce…)

• A proven track record of developing and executing successful multi-channel marketing strategies, including activating brand awareness, with the ability to translate strategy into local campaigns

• Strong leadership skills, with experience developing teams and building structure in a fast-moving organization

• A performance mindset: comfortable reviewing KPIs weekly and making fast, data-driven decisions, with a “test and learn” approach

• Excellent stakeholder management skills with the ability to influence at executive level and work cross-functionally

Now, it would be fantastic if you have:

• Experience in healthcare, healthtech, or regulated industries

• Worked in an international scale-up environment

What we offer

• Supplementary health insurance, with the option to include family members in your household

• Partnership for retirement funds with Ciao Elsa

• A flexible workplace policy offering both hybrid and office-based mode

• Electronic meal vouchers (8.00€ per worked day), Foorban fridges, and office breakfast

• Work from abroad for up to 10 days per year thanks to our flexibility days policy

• Enrollment in Doctolib's long-term employee value sharing plan called DoctoGrowth

• Parent Care Program: Various initiatives supporting parenthood, including 100% paid parental leave

• Free mental health and coaching services through our partner Moka.care

• For caregivers and workers with disabilities, a package including an adaptation of the remote policy, extra days off for medical reasons, and psychological support

• A partnership with Wellhub, as well as free access to the gym in our Milan office, with 3 classes offered per week (yoga, pilates, functional training)

• Reimbursement of public transportation

The interview process

• 30’ Recruiter Interview (remote)

• 60’ Hiring manager Interview (remote)

• Business Case with hiring managers (VP Marketplace and VP Italy) (onsite)

• Final round with HR Business Partner and Managing Director Italy (remote)

• At least one reference check

Job details

• Permanent position

• Full Time

• Workplace: Milan, Italy

• Start date: as soon as you’re available

• Compensation : fix + bonus on objectives (according to your profile)

• This position is eligible for partial remote work (2 days per week)

At Doctolib, we are committed to improving access to healthcare for everyone. This translates into our recruitment process. We evaluate candidates based solely on qualifications and motivation, without any form of discrimination.

The more diverse ideas are heard, the more our product will truly improve healthcare for all. You are welcome to apply to Doctolib, regardless of your gender, religion, age, sexual orientation, ethnicity, disability.

To ensure equal opportunities, we invite you to exclude personal information (e.g. pictures, age) from your applications. If you require any accommodation, please let us know for support during the hiring process.

Join us in building the healthcare we all dream of!

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