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 a new product 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.