Product Owner - D2C

Product Owner, D2C

Role Summary:

Owner of D2C product across Diagnostics (Pathology & Radiology), Pharmacy, Doctor Consultation and Kavach. Owns the product-led metrics funnel conversion, journey/UX quality, activation and feature adoption and the end-to-end design and build of the integrated journey. Works hand-in-hand with the Business Owner (who owns the commercial and service outcomes), directing the internal tech team, a UI/UX agency and AI tooling to turn three fragmented flows into one seamless patient experience.

Key Responsibilities:

• Own the D2C product vision and roadmap across all LOBs from discovery to launch and iteration.
• Design the end-to-end user journeys across all platforms (web, m-web and app on Android and iOS): booking, sample collection and report delivery (diagnostics); order-to-doorstep and refills (pharmacy); discovery-to-consult-to-follow-up (consult).
• Own product-led metrics funnel conversion, activation, journey/UX quality and feature adoption.
• Run three delivery engines in parallel direct the internal tech team on builds, manage the UI/UX agency, and use AI tooling to rapidly draft, test and refine journeys, wireframes and copy.
• Architect the product and tooling from the design stage to natively integrate all commercial and lifecycle capabilities CRM / CLM automation, campaign and attribution tracking, acquisition and conversion funnels, WhatsApp and multi-channel messaging, and analytics.
• Own the release cadence, QA sign-off and post-launch performance review for D2C features.
• Translate goals into a prioritised backlog with crisp PRDs, acceptance criteria and success metrics.
• Instrument every journey for analytics and experimentation; run A/B tests and act on the data.
• Partner with Business Owner to convert product improvements into topline and margin outcomes.

Areas of Cross-Functional Collaboration:

• Business Owner: co-own the integrated journey; align product roadmap to business targets.
• CRM & Analytics: lifecycle and journey requirements; consume performance insight.
• Tech / Engineering: direct builds across shared tech + agency + AI; sequence and unblock delivery.
• Operations & Clinical: ensure journeys reflect real fulfilment constraints (phlebotomist scheduling, lab TAT, pharmacy inventory, doctor availability).
• Finance: validate business cases for new features; align on unit-economics impact.