Mom and Baby: Director of Digital Product Management

Aeroflow Health • Asheville, NC

13d • Remote

About The Position

Aeroflow Health’s Mom & Baby Division is seeking a Director of Digital Product Management to own and modernize the digital infrastructure that converts and drives downstream attachment revenue across breast pumps, maternity products, lactation services, nutrition services, and emerging maternal health offerings.

This role owns the economic engine of our digital platform — including insurance qualification flows, patient onboarding workflows, documentation capture, account management, service booking, reorders, and digital experience optimization.

The Director is accountable for:

Digital conversion metrics
Funnel economics and workflow quality
Revenue per visitor and downstream service attachment
The relationship between product design, operational scalability, and payer
reimbursement outcomes

This is a transformational build role, not a maintenance position. The platform
requires modernization of patient onboarding workflows, documentation processes,
and measurement infrastructure to support Aeroflow’s expansion into broader
maternal health services.

Reporting to the EVP, Mom & Baby, this leader partners closely with Division
Leadership, Marketing, Clinical Operations, Billing, IT, Data, and Technical
Product Managers (TPMs) to translate business strategy into prioritized product
execution.

Requirements

• 8–10+ years of digital product management experience, ideally in eCommerce and/or healthcare.
• Proven ownership of conversion metrics, funnel economics, and revenue-impacting workflows.
• Experience operating in regulated, insurance-driven or reimbursement-based environments.
• Demonstrated success modernizing product infrastructure in brownfield, legacy, or highly constrained technical ecosystems.
• Strong business acumen; able to link workflow design to revenue, scalability, cost-to-serve, and reimbursement velocity.
• Skilled in agile development, experimentation, and iterative discovery frameworks.
• Strong technical literacy:
• APIs, integrations, data pipelines
• Understanding of technical debt and architectural constraints
• Ability to collaborate effectively with engineering
• Experience working with analytics platforms (GA4, Amplitude, Mixpanel, Looker, etc.).
• Experienced in managing cross-functional teams and influencing stakeholders across Clinical, Billing, IT, CX, and Marketing.
• Excellent executive communication skills; able to translate digital performance into strategic insight.
• Demonstrated ability to lead transformation initiatives, not just incremental optimizations.
• Experience building measurement infrastructure, event taxonomies, and product analytics foundations.

Nice To Haves

• Healthcare eCommerce, DME, telehealth, or payer-integrated digital product experience.
• Experience with CRM systems (Salesforce, HubSpot) and eligibility engines.
• Familiarity with CMS, microservices, and modular platform design.
• Experience leading multi-year platform rebuilds or modernization efforts.
• Financial modeling experience: ROI, payback, revenue forecasting, cost-to-serve.
• Knowledge of personalization engines, CDPs (Segment, mParticle), and data governance frameworks.
• Experience working in high-growth, PE-backed, or scaling environments.
• UX/UI familiarity and comfort collaborating with design teams and prototyping tools (Figma, Sketch).

Responsibilities

• Own the multi-year digital product vision for the Mom & Baby Division.
• Establish and manage the digital economic model, including:
• Lead-to-patient conversion
• Funnel drop-off analysis
• Revenue per visitor
• Downstream service attachment
• Workflow impact on reimbursement and cash flow timing
• Develop and sequence a prioritized roadmap that supports revenue growth, operational scalability, payer requirements, and patient experience goals.
• Translate division OKRs into product initiatives with business cases and measurable financial outcomes.
• Lead backlog prioritization and trade-off decisions across business units.
• Partner with TPMs and Engineering to align roadmap ambition with technical capacity.
• Ensure digital experiences comply with HIPAA, payer documentation requirements, and healthcare regulatory standards.
• Own performance of:
• Digital ordering flows
• Insurance eligibility and qualification workflows
• Documentation capture and DWO processes
• Checkout and reorder experiences
• Modernize patient onboarding workflows to reduce friction and improve documentation accuracy.
• Optimize digital workflows to improve conversion, reduce manual touches, and accelerate reimbursement timelines.
• Identify operational bottlenecks caused by product design and eliminate them.
• Collaborate with Marketing on experimentation and landing page enablement while maintaining ownership of conversion performance.
• Ensure personalization capabilities support lifecycle engagement and attachment strategies.
• Lead requirements definition for new capabilities and infrastructure improvements.
• Facilitate rapid prototyping and experimentation to validate impact before development investment.
• Oversee UAT and ensure operational readiness across Billing, Clinical Ops, and CX.
• Coordinate launch planning with all operational stakeholders.
• Maintain transparency on timelines, risks, and trade-offs.
• Build scalable governance, documentation, and product delivery processes appropriate for a growing healthcare platform.
• Stand up foundational product infrastructure and processes that may not exist today.
• Establish product analytics capabilities in partnership with Data and Engineering teams.
• Build dashboards linking workflow quality to financial outcomes.
• Develop structured funnel reporting, event taxonomies, and feature-level ROI tracking.
• Monitor platform reliability, uptime, and SLA adherence with TPMs.
• Present executive-level performance updates focused on economics, risk, and growth.
• Help design the measurement and analytics ecosystem needed to support scaling.
• Operate within the constraints of:
• Insurance qualification requirements
• Payer reimbursement rules
• Medical necessity documentation
• Compliance/HIPAA requirements
• Clinical workflow dependencies
• Make product decisions that account for regulatory, reimbursement, and operational implications — beyond UX alone.
• Translate patient behavior, analytics, and CX insights into prioritized product improvements.
• Monitor competitive digital capabilities in maternal health, DME and broader healthcare industry
• Identify opportunities to deepen retention, expand attachment, and increase digital engagement.
• Partner with business development to scale validated pilots into repeatable digital offerings.
• Employee has an individual responsibility for knowledge of and compliance with laws, regulations, and policies.
• Compliance is a condition of employment and is considered an element of job performance
• Maintain HIPAA/patient confidentiality
• Other job duties assigned

Benefits

• Competitive Pay, Health Plans with FSA or HSA options, Dental, and Vision Insurance, Optional Life Insurance, 401K with Company Match, 12 weeks of parental leave for birthing parent/ 4 weeks leave for non-birthing parent(s), Additional Parental benefits to include fertility stipends, free diapers, breast pump, Paid Holidays, PTO Accrual from day one, Employee Assistance Programs and SO MUCH MORE!!

What This Job Offers

• Job Type: Full-time
• Career Level: Director
• Education Level: No Education Listed