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

EngineersOfAI; Milano; On-site; EUR 80,000 - 120,000; Full time

Job summary

EngineersOfAI is seeking a Head of Patient (B2C) Marketing for its Italian division in Milan. In this role, you will drive the marketing strategy focused on enhancing patient engagement and growth across all channels.

You will lead a team of five marketing professionals, implement data-driven strategies, and position Doctolib as a trusted health company in Italy. If you're passionate about transforming healthcare and possess a strong marketing background, we encourage you to apply for this pivotal role.

Qualifications

• Proven experience in digital marketing and team leadership.
• Strong analytical skills with a data-driven mindset.
• Experience in the healthcare sector is an advantage.

Responsibilities

• Lead the development and execution of patient-focused marketing activities.
• Drive digital health adoption and patient engagement.
• Manage a team of marketing professionals.

Skills

Digital marketing expertise

Team leadership

Data-driven decision making

Strategic thinking

Healthcare industry knowledge

Education

Bachelor's degree in marketing or related field

Job description

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