Aeroflow Health – Mom and Baby: Director of Digital Product Management
Location: Remote with quarterly travel to the Asheville, NC corporate office
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.
Your Primary Responsibilities
We are seeking a Director of Digital Product Management to:
- 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
Skills for Success
- 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.
Required Qualifications:
- 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.
You might also have
- 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).
What Aeroflow Offers
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!!
Here at Aeroflow, we are proud of our commitment to all of our employees. Aeroflow Health has been recognized both locally and nationally for the following achievements:
- Family Forward Certified
- Great Place to Work Certified
- Inc. 5000 Best Place to Work award winner
- HME Excellence Award
- Sky High Growth Award
If you’ve been looking for an opportunity that will allow you to make an impact, and an organization with unlimited growth potential, we want to hear from you!
Aeroflow Health is an equal opportunity employer that is committed to diversity and inclusion in the workplace. We prohibit discrimination and harassment of any kind based on race, color, sex, religion, sexual orientation, national origin, disability, genetic information, pregnancy, or any other protected characteristic as outlined by federal, state, or local laws.
We value transparency and candidate safety throughout the hiring process. Aeroflow recruiters may reach out through platforms such as LinkedIn or Indeed; however, all interviews and/or offer coordination and sensitive information requests will occur only through our official communication channels. You will never be asked to provide personal data outside our secure application portal, and all interview or offer details will come from an @aeroflowinc.com email address. We do not conduct interviews via text message or instant-messaging apps. If you have concerns, please contact our Talent Acquisition team for verification
Equal Opportunity Employer
This employer is required to notify all applicants of their rights pursuant to federal employment laws. For further information, please review the Know Your Rights (https://www.eeoc.gov/poster) notice from the Department of Labor.
