Country Manager

GenePlanet, a leading biotechnology company specializing in preventive diagnostics and genetic testing, is seeking a high-impact Country Manager to lead our operations in Serbia.

This is a critical leadership role responsible for unifying and accelerating the performance of our local market presence. The successful candidate will provide both strategic direction and hands-on operational leadership to ensure integration, alignment, and sustainable, accelerated growth in the competitive Serbian healthcare market. The Country Manager will be responsible for the entire GenePlanet portfolio in Serbia, including the strategic launch and scaling of our new, innovative oncology test.

This is a hands-on leadership role requiring both strategic authority and day-to-day operational involvement to drive integration, alignment, and accelerated growth in a competitive market. Full HQ support is provided for sales, marketing, logistics, and medical/scientific inquiries. The role is required to be based in Belgrade and involves regular travel, including two visits per month to Slovenia.

Key Responsibilities

• Strategic Direction: Define and communicate a clear, cohesive country strategy that leverages the strengths of all entities while maintaining brand separation where strategically necessary (e.g., managing the differentiated pricing strategy between established services and new value-based offerings).

• Team Unification & Leadership: Build trust and cohesion across the three teams; resolve cultural and operational frictions through clear communication, shared goals, and decisive leadership.

• Full P&L Accountability: Own revenue, margin, and market share targets for the entire Serbian operation; optimize pricing, product mix, and cost structure

• Operational Execution:

• Maintain a highly operational, hands-on presence in the daily activities, ensuring efficient execution across sales, marketing, logistics, and customer service

• Personally drive key initiatives (e.g., integration roadmaps, sales incentive restructuring, coordinated promotional calendars).

• Go-to-Market Strategy&Channel management

• Align B2B sales, post-acquisition accounts, and B2C online acquisition funnels; prevent channel cannibalization by synchronizing promotional activities across online and offline channels; identify cross-selling and upselling opportunities.

• Develop and execute a robust launch strategy for new oncology tests, targeting key clinical stakeholders and healthcare institutions.

• Stakeholder Management: Act as the primary interface with regional leadership, medical advisors, KOLs, and regulatory bodies; represent the business in industry forums.

• Performance Culture: Leverage existing performance dashboards to monitor sales performance by rep, partner, and channel; regular cadence (weekly ops reviews, monthly strategy syncs), and coach senior team leads.

Ideal Candidate Profile

• Seniority: 10+ years in diagnostics, medical devices, or life sciences; mandatory 5+ years in country-level leadership (preferably in Serbia or CEE markets).
• Proven Integration Experience is a plus: Successfully led post-M&A team integration or unified fragmented sales/distribution channels.
• Hands-On Operator: Comfortable rolling up sleeves—reviewing sales pipelines, troubleshooting lab logistics, or aligning cross-channel promotions using provided dashboards.
• Authority & Gravitas: Natural leader who commands respect from clinicians, sales reps, and marketing teams alike; able to make tough calls and hold teams accountable.
• Commercial Acumen: Track record of growing revenue in regulated healthcare markets; experience with both premium and price-sensitive segments; skilled at channel conflict resolution and coordinated go-to-market execution.
• Language: Fluent in Serbian and English; additional CEE languages a plus.
• Location: Based in Belgrade (or willing to relocate); regular travel within Serbia and up to 1 week/month abroad

What We Offer

As the Country Manager for Serbia, you will:

• Lead a Transformation: Head the consolidation of a highly fragmented and dynamic market segment, while spearheading the introduction of cutting-edge oncology solutions.
• Autonomy & Impact: Enjoy full operational autonomy to shape a high-growth operation
• Competitive Compensation

If you are a driven and experienced leader ready to unify, integrate, and launch our innovative oncology portfolio in Serbia, apply now to join our global team