Baseball cap

Leading Product and Design at HotDoc

Context

HotDoc is Australia's largest patient engagement platform, serving thousands of clinics and millions of patients. I joined in October 2023 as Business Operations Lead before becoming Head of Product in August 2024.

When I took over, the product function was under-resourced, reactive, and needed a clearer strategic direction. The product org needed to deliver both commercial impact and operational maturity to support our business goals.

What I Did

Rebuilt the Org:

  • Grew the product, design and product operations team from 2 to 5 FTE.

  • Hired and onboarded senior PMs and designers across multiple domains.

  • Introduced a performance framework that became a shared language for expectations, feedback, and growth.

Established Strategic Planning:

  • Created a structured quarterly and annual planning process tied to board OKRs.

  • Led roadmap definition in collaboration with engineering, GTM, and leadership.

Launched and Turned Around Products:

  • Led the launch of Telehealth On Demand from concept to nationwide rollout. This involved running discovery, acting as both PM and EM, working closely with clinics and GTM teams, and aligning stakeholders across the business.

  • Turned around a product line through new revenue growth and optimised operations, coordinating GTM and engineering efforts.

Drove Cross-Functional Impact:

  • Built strong feedback loops with support and customer teams, presented at industry and HotDoc-hosted events.

  • Played a key role in board reporting, providing metrics, narrative, and framing.

Strengthened Leadership and Culture:

  • Coached PMs, designers and operators through role transitions and career growth, including internal mobility.

  • Managed performance and team dynamics.

  • Established role clarity, team norms, and operating cadences to reduce confusion and build trust.

Why It Matters

This role marked my transition from senior IC to true product leader. I owned what we built and how the team operated and grew. I balanced commercial growth with product quality, led through complexity, and built the systems that enabled great teams to thrive.