Head of Commercial

About Well Theory

Well Theory is a digital health company helping people with autoimmune conditions take control of their health through personalized care, nutrition guidance, and ongoing coaching. We’re a team of 60+ passionate people who care deeply about helping our members reduce symptoms, feel better, and live fuller lives — while helping employers and payors reduce their spend.

We’re looking for a Head of Commercial to lead and scale the commercial engine powering Well Theory’s next stage of growth. In this role, you’ll report to the CEO and own the full go-to-market strategy, building a unified sales organization that drives predictable revenue and deep, long‑term relationships with our employer and health plan partners. You’ll also thoughtfully build and lead an exceptional team as it scales to 20+ members over the next 12–18 months.

This is both a strategic and hands‑on leadership role: one that requires the ability to think at the portfolio level while still diving into deals, coaching a pitch, or refining messaging yourself. You’ll be tasked with leading and developing a world‑class sales team, joining sales calls as needed to help with day‑to‑day deal coaching. You’ll become an expert at pitching Well Theory and empowering a team that understands the art and science of the sale.

You’ll set the tone for how Well Theory builds trust, forges lasting partnerships, and delivers measurable impact across the healthcare ecosystem.

What You’ll Do

• Shape how Well Theory shows up in the market and guide how we tell our story — from brand to buyer journey to outcomes

• Work directly with the CEO to build sales strategy and plans, and meet or exceed revenue targets for the company

• Develop the sales team, hire exceptional talent, and build a high‑performing, repeatable commercial engine

• Build and refine the playbook as the team scales over the next 12–18 months

• Close your first Well Theory deal as part of your onboarding process, including generating pipeline, crafting outreach, running calls, and closing contracts

• Have proven commercial leadership — with 12-18+ years of experience in sales roles with progressively increased scope. You’ve led sales or commercial teams in digital health, value‑based care, or benefits innovation, built and scaled revenue functions from early traction through growth, and know what it takes to move from founder‑led sales to a high‑performing, repeatable engine.

• Are a strategic operator — you’ve managed complex, multi‑stakeholder sales cycles with employers, payers, and channel partners from initial engagement through contracting and launch, and are adept at navigating RFPs, procurement, and financial modeling. You’re equally fluent in GTM design, revenue forecasting, and pipeline strategy as you are in storytelling and relationship building, connecting the dots across marketing, sales, partnerships, and retention to build alignment across stakeholders.

Here are some of the attributes that make a strong candidate for this opportunity:

• Experience building a category, not just selling in one. You’ve worked in environments where the solution didn’t fit neatly into an existing box and you know how to educate the market, not just compete in it. You’re comfortable introducing new models of care, creating urgency where there isn’t yet awareness, and getting decision‑makers to see problems — and possibilities — in a new light.
  
  You thrive on pioneering a category that doesn’t yet exist, and you’re as energized by shaping the narrative as you are by closing the deal.

• Team builder and coach. You’ve led high‑performing teams with empathy and accountability. You know how to hire exceptional talent, foster collaboration, and create a…