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
What We Offer
As the Country Manager for Serbia, you will:
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!
GenePlanet is the leading European provider of preventive genetic tests, specialising in NIPT, cancer screening, and lifestyle DNA tests.
With over 15 years of experience in the market, GenePlanet collaborates with over 1000 medical centres, doctors, and insurance companies to provide top-quality tests based on the latest scientific discoveries.
The company’s tests are designed to empower individuals to take control of their and their baby’s health, as well as assist doctors with therapeutic procedures.
GenePlanet adheres to the highest standards of quality and is constantly striving for new discoveries through its research and development efforts.
With a presence in more than 35 countries worldwide and over 100,000 satisfied customers, GenePlanet has been recognised as one of the 1000 fastest-growing companies in the EU by the Financial Times and one of the Top 35 EU Unicorns by the European Commission.
