The Partnership Behind Physician’s Choice’s Biggest Hires

Physician’s Choice is a U.S. supplements brand founded in 2017 and based in Denver. Its formulas, developed with a board of doctors and PhDs across eight specialties, span probiotics, digestive enzymes, fiber, and everyday wellness. The brand has sold over 31 million bottles, holds a 4.8-star average across 250,000+ reviews, and is sold on Amazon, Walmart, Target, CVS, Sam’s Club, iHerb, TikTok Shop, and its own site.

Physician’s Choice was growing fast, and TikTok Shop had become a real driver of that growth. But the leadership structure hadn’t caught up. Key functions—brand, operations, and the teams supporting a recent acquisition—didn’t have the right person in the seat.

• No dedicated leader steering TikTok Shop strategy as the channel scaled
• Brand and influencer strategy lacked a single owner
• Operations leadership gap as the business grew more complex
• A newly acquired agency needed its own leadership installed

They didn’t just need candidates. They needed someone to map the organization and tell them where the real gaps were.

Physician’s Choice partnered with Dimond Connect to fill four critical seats, each tied to a specific point of pressure in the business.

Key hires included:

• Head of TikTok Shop — Brought in from one of the top TikTok Shop supplement businesses in the space. Took over strategy for a channel Physician’s Choice needed to keep scaling.
• Head of Influencer & Brand Marketing — Now owns how the brand shows up publicly and is building out the influencer program across micro and macro partnerships.
• VP of Operations — Pulled from a nine-figure supplement company. Not a flashy hire on paper, but core to how the business runs day to day.
• COO — Placed to lead the TikTok Shop creator agency Physician’s Choice acquired, giving the new business its own leadership from day one.

At Dimond Connect, we didn’t just fill four job posts. Because of how close the partnership is, we could read the business well enough to know what each seat actually needed before a single candidate was sourced.

The TikTok Shop hire is a clear example of what this partnership delivers. We placed her, and the owner personally called her one of the best hires he’s made.

The brand and influencer hire has been just as strong. She’s already reshaping how the brand is perceived publicly and building out the influencer program with micro and macro partners.

Since bringing this leadership on, Physician’s Choice has kept building on TikTok Shop. The brand now ranks among the top 10 supplement sellers on the platform and landed third across all sellers during its first Super Brand Day event, pulling in close to $1 million in sales over seven days. Retail expansion has followed alongside it, with the brand now placed in over 2,000 Walmart locations.