VP Product

Description

We are seeking a VP Product to own and scale the product organization of DoktorABC. This role is responsible for defining product strategy, driving execution across multiple platforms, and ensuring that the product serves as the backbone of a complex, regulated telehealth marketplace.

Reporting directly to the COO, the VP Product will act as a central integrator between Business, Engineering, Medical, Operations, and Marketing - translating company strategy into clear product direction and shipped outcomes.

This is a senior leadership role for a proven product builder who can operate at both strategic and hands-on levels in a fast-growing, high-complexity environment.

Helfy is a technology-driven group building the next generation of digital healthcare infrastructure. At the core of the group is DoktorABC, a leading telehealth marketplace operating across multiple international markets.

DoktorABC functions as an end-to-end telehealth marketplace, connecting:

• Patients seeking fast, convenient access to care
• Licensed doctors providing online consultations and prescriptions
• Pharmacies fulfilling prescriptions and OTC products
• Medication & OTC products, including regulated treatments
• Delivery partners ensuring fast, reliable home delivery

The platform seamlessly combines medical consultation, prescription handling, pharmacy fulfillment, and last-mile delivery into a single digital experience. Operating in regulated environments, DoktorABC enables millions of patients to receive treatment without queues, friction, or unnecessary in-person visits.

Responsibilities

Product Strategy & Vision

• Define and own the B2C product strategy aligned with growth and revenue goals
• Translate COO-level objectives into clear product roadmaps and measurable outcomes
• Balance short-term growth experiments with long-term SaaS platform scalability
• Own product discovery, experimentation, and prioritization frameworks

B2C Marketplace, SaaS & Platform Ownership

• Own the full marketplace product experience across patients, doctors, pharmacies, and internal operations
• Ensure healthy balance between supply, demand, and operational constraints
• Build tools that scale doctor throughput, pharmacy efficiency, and patient satisfaction
• Drive product solutions for multi-market and multi-regulation environments

Retention, Activation, PLG & Lifecycle (Critical Ownership Area)

• Own product-led growth (PLG) across the entire user journey
• Drive activation, habit formation, repeat usage, and long-term engagement
• Design onboarding and activation flows that demonstrate value within minutes
• Optimize B2C funnels from first visit to repeat purchase and subscription usage
• Partner with Marketing and Data to improve cohort retention, LTV, and expansion
• Use retention as the primary product success metric, ahead of feature velocity

Execution & Delivery

• Partner closely with Engineering to deliver high-quality, scalable solutions
• Ensure strong product rituals: planning, discovery, delivery, and retrospectives
• Make clear trade-offs and unblock teams in high-pressure environments
• Ensure product releases meet regulatory, medical, and operational requirements

Leadership & Team Building

• Build, lead, and mentor a large, multi-disciplinary product organization (Product Managers, UX, Research)
• Directly manage senior product leaders and managers
• Establish clear ownership, accountability, and career paths
• Build a culture of outcome ownership, clarity, and execution excellence

Cross-Functional Leadership

• Act as a key partner to Engineering, Marketing, Medical, Operations, Legal, and Data
• Align stakeholders around clear priorities and trade-offs
• Represent Product at the leadership level and in strategic discussions

Requirements

Must-Have

• 8+ years of experience in senior product leadership roles (VP / Head of Product)
• Strong B2C product background (not internal tools or pure enterprise)
• Proven experience with PLG, SaaS products, and eCommerce flows
• Proven experience driving retention, activation, conversion, and LTV through product
• Experience leading consumer-facing funnels at scale
• Proven experience leading complex, multi-sided platforms or marketplaces
• Experience managing and scaling product teams of 8+ people
• Strong background in product strategy, discovery, experimentation, and execution
• Deep understanding of data-driven decision making (funnels, cohorts, A/B testing)
• Experience working closely with Engineering, Marketing, and Operations
• Strong leadership, communication, and stakeholder management skills
• Fluent English

Big Advantage

• Experience in regulated B2C industries (healthcare, pharma, fintech)
• Strong eCommerce, subscription, or marketplace background
• Experience scaling B2C products from Israel to global markets