Product Owner - D2C
First seen by Alion on Sep 2, 2026.
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.
Skills
IT Product Management, D2C, IT Product Strategy