Mom and Baby: Director of Digital Product Management

Aeroflow Career•Asheville, NC

12h•Remote

About The Position

Aeroflow Health is a leading provider of home medical equipment and clinical support services, helping patients across the country access the products and care they need to live healthier lives at home. Through innovative technology, streamlined delivery platforms, and deep expertise in insurance navigation, we remove barriers to care and simplify complex healthcare processes for families, providers, and payers alike. Headquartered in Western North Carolina, Aeroflow is proud to be one of the fastest-growing healthcare companies in the country, recognized on the Inc. 5000 list and consistently certified as a Great Place to Work®. As we continue to grow, we remain committed to building an exceptional workplace where talented professionals are empowered, supported, and inspired to make meaningful impact every day. The Opportunity 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

Experience improving insurance-based or reimbursement-driven eCommerce workflows.
Exposure to redesigning patient or customer onboarding flows with complex documentation requirements.
Familiarity with product analytics instrumentation and event tracking (GA4, Amplitude, Mixpanel, Segment, etc.).
Experience driving cross-functional change across operations, billing, clinical teams, or customer experience.
Background working in brownfield technical environments with legacy system constraints.
Hands-on experience designing or executing A/B tests and experimentation for funnel and conversion optimization.
Comfort managing third-party vendors, APIs, and external technology integrations.
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!!