Position Summary:

The Director of Product Lines is a strategic leadership role responsible for owning and optimizing a comprehensive portfolio of Wellness at Home products throughout their complete lifecycle. This position drives category growth through strategic planning, cross-functional collaboration, and execution excellence while ensuring alignment with reimbursement frameworks and operational requirements.

Essential Functions and Job Responsibilities:

Product Portfolio Management

• Own end-to-end product lifecycle management for Wellness at Home portfolio, including product onboarding, expansion strategies, and discontinuation decisions.
• Develop and execute comprehensive category strategies that drive sustainable growth across key sub-segments.
• Monitor product performance metrics and implement optimization strategies to maximize portfolio value.
• Conduct regular portfolio reviews and make data-driven recommendations for product mix optimization.

Strategic Planning & Analysis

• Define category strategies aligned with overall business objectives and market opportunities.
• Conduct market research and competitive analysis to identify growth opportunities and threats.
• Develop business cases for new product introductions and existing product enhancements.
• Create and maintain category roadmaps that support long-term strategic goals.
• Develop and implement plans to increase acquisition, conversion, and retention.

Cross-Functional Collaboration

• Partner with clinical, operations, and regulatory teams to ensure product offerings meet quality and compliance standards.
• Collaborate with reimbursement teams to align product strategies with coverage and payment models.
• Work closely with sales and marketing teams to drive go-to-market execution and field adoption.
• Coordinate with supply chain and vendor management to optimize product sourcing and availability.
• Lead relationships and quarterly business reviews with manufacturers.

Performance Management

• Establish key performance indicators (KPIs) and successful metrics for product lines.
• Monitor category performance against targets and implement corrective actions when needed.
• Prepare regular reporting on category performance, market trends, and strategic initiatives.
• Drive continuous improvement initiatives to enhance product performance and customer satisfaction.

Market & Customer Insights

• Analyze customer needs, preferences, and map patient journey to inform product strategy.
• Monitor industry trends and regulatory changes affecting the Wellness at Home market.
• Gather and synthesize feedback from sales teams, customers, and key stakeholders.
• Identify emerging opportunities and potential market disruptions.
• Develop and maintain working knowledge of current products and services offered by the company.
• Maintain patient confidentiality and function within the guidelines of HIPAA.
• Complete assigned compliance training and other educational programs as required.
• Maintain compliance with AdaptHealth’s Compliance Program
• Perform other related duties as assigned.

Competency, Skills, and Abilities:

• Strategic thinker with the ability to connect dots and translate vision into action plans.
• Strong business acumen, with P&L management and performance score development experience
• Proven ability to manage complexity and prioritize effectively across multiple workstreams.
• Excellent analytical, problem-solving, and project management skills
• Exceptional written and verbal communication skills; comfortable presenting to cross-functional teams and senior leadership
• Able to craft strategic narratives and high impact presentations, translating insights and data into engaging content that drives alignment and decision making.
• Collaborative and entrepreneurial mindset; self-starter who thrives in a fast-paced environment.
• Customer-centric with a passion for improving healthcare access and experiences.
• Demonstrated ability to drive cross-functional initiatives and exceptional business outcomes.
• High comfort level with ambiguity and shifting priorities.

Education and Experience Requirements:

• Bachelor's degree in business, Marketing or Healthcare required.
• 7–10+ year's experience in product category management, or general management roles
• Experience in home healthcare, durable medical equipment (DME), or wellness technology strongly preferred.
• Experience with e-commerce, digital workflows and marketing is a plus.
• Background in payer relations or reimbursement strategy
• Experience in managing diverse teams across multiple geographies.

Physical Demands and Work Environment:

• Work environment may be stressful at times, as overall office activities and work levels fluctuate.
• Must be able to bend, stoop, stretch, stand, and sit for extended periods of time.
• Subject to extended periods of sitting and exposure to computer screen.
• Ability to perform repetitive motions of wrists, hands, and/or fingers due to extensive computer use.
• Mental ability to lead others and change processes in a fast-paced work environment.
• May be exposed to angry or irate customers or patients.
• Able to effectively communicate with internal and external customers with the ability to demonstrate empathy, compassion, courtesy, and respect for privacy.
• Physical and mental ability to analyze data, solve problems, and think critically.
• Requires periodic travel and occasional use of personal vehicle.