Portfolio · Product built and shipped

Head of Product who ships the code.

10+ years of product leadership across healthtech, eCommerce and fintech, now under one roof: I write the spec, run the growth engine, and build the software myself with Claude Code.

Sana Arshad Islamabad, Pakistan · remote with Canadian teams LinkedIn

What this page shows

Eight pieces of work at Your Doctors Online, each with screenshots and the numbers behind them.

  • Clinical operations: a Telnyx contact center with 174 documented features, and the PHD and PDR portals behind every consult.
  • Patients and growth: the iOS and Android apps, the acquisition funnel screen by screen, ROI reporting and a signal-first home-screen redesign.

Ayuda Health has its own portfolio →
So does Gemnote →

174documented features and behaviours in the Telnyx contact center, with 13 demo videos
70iOS defects mapped to source for the patient app, 378 flow steps documented
4.7★App Store rating from 9.8K ratings for the patient app
51consecutive days of per-ad-set ROI reporting across six reports
9scenario-aware screens in the post-consultation app-download funnel
5% → 15%payment conversion on the web booking widget after A/B testing

Every figure on this page traces to a build, a commit, a report or a published document. Internal financials, credentials and staff names are masked.

The work

Your Doctors Online

A Canadian telehealth service: patients reach a doctor in minutes for consults, prescriptions and sick notes. As Head of Product I owned the roadmap, the paid growth engine and the hands-on build of the patient apps, the clinical portals and the contact center.

Head of Product
Senior PM → Growth PM → Head of Product
5.5 years

Featured Telephony · Telnyx

YDO Contact Center on Telnyx

A browser softphone, SMS desk and clinical call-back loop for a telehealth care team: 174 documented features and behaviours across a 17-section guide and a 28-step fix check. The full inventory is at the end of this entry.

The Complete Feature Guide & Demo Book: 17 sections, each paired with a scripted demo video.
Fix Check: 28 steps with shared live results for a staging test round.

The care team needed to call and text patients from the browser without patient data leaking into URLs and without losing the clinical record. The Contact Center turns a presence pill into a registered phone line, adds a department-attributed dialer with caller-ID pools and Canadian/US number validation, two-way SMS with STOP and START compliance, voicemail with automatic transcripts, and admin views for every call, department, presence audit trail, business number, user and who is online right now.

A "Call from Telnyx" link on the staff portal opens the dialer with the patient's chat attached. Patient details are resolved server-side from the chat ID, and after the call the transcript is written back into that chat, where it feeds SOAP-note generation. Six Canadian and US business numbers route by rule, with Pharmacy on dedicated lines.

  • Presence model. Online, Offline and On call. One tab owns the line, sign-out is disabled mid-call, and a stale line shows a red banner telling the agent to re-register. Every transition is logged in the Audit Trail.
  • Dialer guardrails. Only valid Canadian and US numbers dial; bogus area codes, premium-rate and Caribbean toll numbers are blocked. Up to 15 concurrent calls across the team.
  • Privacy by design. Name and email are looked up from the chat ID so PII never rides a URL, and the transcript writes back only when the dialed number matches that chat's patient.
  • Routing without code. Setting a number's "Route inbound calls to" turns any department into a dedicated line; shared numbers ring Customer Support and texts thread to the country-matched line.
  • Search that finds the call. All Calls matches agent, phone in any format, patient email, chat ID or a transcript keyword with highlighted snippets; the detail view carries an AI summary, tags, action items and the recording.
  • Safety decisions on record. Answering-machine detection removed from live-call behaviour after a production incident; an open-redirect guard on login; SOAP notes grounded on the actual transcript.
  • Shipped with its own test kit. A 17-section guide and demo book, 13 scripted demo videos with on-screen captions, and a 28-step Fix Check page whose results save live to a shared database, with 22 issue rows triaged and decided.
Feature inventory 174 features and behaviours, taken from the Complete Feature Guide and the Fix Check
Sign-in and sessions
  1. Email and password sign-in that lands on the Dashboard
  2. Session persists across refresh and browser restart
  3. Deep links survive login and continue to the linked dialer
  4. Forgot-password flow with a reset email; links expire in about an hour
  5. "Not registered, contact your admin" message for staff without a portal account
  6. Deactivated-account message
  7. Single-use password-reset links an admin can email or copy
  8. Open-redirect guard on the login continuation
Presence and line ownership
  1. Presence pill with Online, Offline and On call states
  2. Online registers the browser as a phone line
  3. Offline banner reminding the agent they receive nothing
  4. On call flips back automatically when the call ends
  5. One tab owns the line, with a notice in any second tab
  6. Stale-line red banner after about a day, with the re-register instruction
  7. Sign-out disabled during a call
  8. Line created the first time a new agent goes Online
  9. Line health states: Connecting, Reconnecting, Not connected
Dialer
  1. "Calling as" department selector that attributes the call
  2. Caller-ID pool per department
  3. Auto-assign caller ID picking a free, country-preferred number
  4. Manual caller-ID picker for manual departments
  5. Patient Region selector, Canadian or US
  6. Only valid Canadian and US numbers dial
  7. Bogus area codes blocked
  8. Premium-rate 1-900 and 976 numbers blocked
  9. Caribbean +1 toll numbers blocked
  10. "Will dial:" confirmation line under the destination
  11. Team-wide capacity of 15 concurrent calls
  12. Optional press-any-key answer gate, configurable per department
  13. Recorded consent notice, later removed for speed
  14. Post-call strip with number, duration and Ended state
  15. Dial again from the strip with the number pre-filled
  16. Dismiss the strip and keep the dial pad
  17. Dial pad returns after every call without a reload
  18. Failure reasons on the strip: Call declined, Line busy, No answer
  19. No red error bar for an ordinary failed call
  20. Blocked-microphone guard: the call is not placed and two messages explain the fix
  21. "Line not ready" refused before ringing
  22. Line recovers by itself after a Wi-Fi drop, with a reconnecting bar
  23. Microphone failure at the moment of answer handled with a message
  24. Instant-answer race fixed so the agent is present the moment the patient answers
  25. Per-login outbound-calling permission with clear "not enabled" messaging
  26. Guard messages for no caller IDs, no numbers configured and all lines busy
  27. Post-call satisfaction survey (press 1 or 2) after conversations of 10 seconds or more
Call from Telnyx and chat filing
  1. "Call from Telnyx" button on the staff portal for family-doctor chats
  2. The same button for mental-health chats
  3. Dialer opens pre-filled with the patient's number and chat link
  4. Linked-patient panel with Name, Phone, Email and Chat ID
  5. Copy buttons that turn into a green tick
  6. Missing fields shown as a dash for manual entry
  7. Patient details resolved server-side from the chat ID; nothing personal in the URL
  8. Transcript written back into the patient's chat as a call bubble
  9. Transcript folded into SOAP-note generation
  10. Redial keeps the chat link, name and email
  11. Editing the number to a different one drops the stale link
  12. Write-back authorised only when the dialed number matches the chat's patient
  13. "Find patient (optional)" search by email on the dialer
  14. "Patient attached" card with the destination auto-filled
  15. "File transcript under" selector: Automatic, Don't file, or a specific open chat
  16. Explanatory lines for automatic filing, no open chats, and nothing filed
  17. Warning when the dialed number is not the attached patient's, with nothing filed
  18. Manual dials without a picked patient file nothing ("Dialed manually, no PHD record")
  19. "Don't file" obeyed, including on the redial
  20. Patient recognised from the number in call details
  21. Chat ID shown in call details when a call is filed
  22. Missed-call chat message, built and shipped switched off
  23. Post-call chat message no longer names the advisor or their designation
Messages (SMS)
  1. Two-way texting on the business numbers
  2. Thread list, conversation pane and composer layout
  3. Delivery ticks: queued, sent, delivered, failed
  4. Carrier error on hover for failed messages
  5. Inbound MMS thumbnails
  6. "Received on {number}" subtitle showing which line the patient texted
  7. STOP and ARRET opt-out, org-wide
  8. START opt-in
  9. Composer locks on opted-out threads
  10. Admin department filter for threads
  11. Inbound SMS re-homed to the country-matched support line, real destination preserved
All Calls, My Calls and search
  1. Org-wide call audit for admins
  2. My Calls view for agents
  3. Filter by date range
  4. Filter by direction
  5. Filter by status
  6. Filter by department
  7. Search by agent name
  8. Search by phone number in any format
  9. Search by patient email
  10. Search by chat ID
  11. Search by transcript keyword
  12. Highlighted transcript snippets in results
  13. Auto-paging search through older pages, up to about 1,000 rows
  14. Call detail with AI summary
  15. Tags on each call
  16. Action items on each call
  17. Full transcript
  18. Recording playback
  19. Status labels (Rejected, Busy, No answer, Failed) with the reason under each row
Department Calls
  1. Admin-only tab per department
  2. Strict attribution: inbound on the Support tab, outbound under the department it was dialed as
  3. Pharmacy's own lines under Pharmacy
  4. Direction, status and date filters plus the same search box
Audit Trail
  1. Presence accountability over a date range, default last 7 days
  2. Times online per agent
  3. Times offline
  4. Average shift
  5. Days active
  6. Total online
  7. Recent-events list with the reason for each transition: toggle
  8. Reason: sign-out
  9. Reason: tab closed
  10. Reasons: admin deactivation and stale sweep
Voicemails
  1. Voicemail after about 35 seconds unanswered
  2. Recordings up to 60 seconds
  3. Automatic transcript
  4. Duration and number on each voicemail
  5. One-click Call back that pre-fills the dialer
  6. Voicemail greeting for callers
Caller IDs and routing
  1. Admin inventory of business numbers
  2. Registered caller name (CNAM) per number
  3. Country per number
  4. Department visibility per number
  5. "Route inbound calls to" per number
  6. Org default: inbound rings Customer Support
  7. Dedicated-line mode for any department
  8. New departments appear in the routing dropdown automatically
  9. Six numbers: Canadian and US lines for Support, CareTeam and Pharmacy
Departments
  1. Create and edit teams
  2. Receive inbound calls toggle
  3. Default role
  4. Auto-assign caller ID toggle
  5. Max concurrent calls per department
  6. Per-department answer-gate setting
Users
  1. Create agents with email and a temporary password
  2. Adopt an existing YDO account
  3. Assign roles
  4. Assign departments
  5. Caller-ID allowlist per user
  6. Deactivate and reactivate accounts
  7. Outbound-calling permission per user
Who's online and Dashboard
  1. Live roster of every agent and their status
  2. Dashboard "Agents online" tile
  3. Names row listing each online agent exactly once
Incoming calls and in-call controls
  1. Incoming call card for every Online agent of the department
  2. Caller name and number on the card
  3. Department on the card
  4. "Support line" showing the country-matched number the call is handled as
  5. Accept and Decline; first Accept wins
  6. Country matching: Canadian callers handled as the CA line, US callers as the US line
  7. Mute
  8. Hold
  9. DTMF keypad
  10. Hang up
  11. Presence flips to On call and back automatically
  12. Desktop "Incoming call" notification
  13. Ringtone in the tab that holds the line
  14. Incoming calls still reach the agent after minutes in another tab
Multi-tab behaviour
  1. All tabs show the same Online or Offline status
  2. "Online · other tab" state with an orange strip
  3. "Ringing in your other tab" card with Decline only
  4. Cannot go Offline during a call, with a pop-up in every tab
  5. "Not connected" red strip with the reason and a retry countdown
  6. Retry backoff of roughly 5, 10, 20, 40 then 60 seconds, with Retry now
  7. "Reconnecting your line now (attempt N)" notice
  8. Line hand-over when the tab holding the line closes
Pharmacy dedicated lines
  1. Pharmacy calls ring Pharmacy only, gated by its inbound toggle
  2. Pharmacy texts stay on the pharmacy line
  3. Outbound from Pharmacy presents only pharmacy numbers
Reliability, safety and tooling
  1. No answering-machine detection in live-call behaviour
  2. Every call recorded, with the recording in call details
  3. SOAP notes grounded on the actual transcript
  4. Complete Feature Guide and Demo Book, 17 sections
  5. 13 scripted demo videos with on-screen captions and a recorder script
  6. Fix Check page with 28 steps and shared live results per tester
  7. Preview and main staging environments sharing one server
Featured Mobile · iOS & Android

Patient apps for iOS and Android

The Your Doctors Online patient app on both stores, owned end to end: requirements, design, AI-assisted build with engineering, QA sign-off and release.

App Store listing: 4.7 stars from 9.8K ratings, version 3.3.10.
Google Play listing: 100K+ downloads.
iOS QA Verification Console: 70 defects mapped to the Swift source, with filters, repro steps and a flow guide.
Transaction history: a Settings-to-receipts mockup that ships its backend contract.

The apps connect patients to doctors around the clock for consults, prescriptions and sick notes, with memberships and family plans billed through Stripe. I led the patient mobile app from requirements through implementation and release on both platforms, running sprint planning, ticket writing, design reviews and the QA and UAT sign-off before every release.

I read the iOS codebase end to end and turned it into a single-file tester console: every defect pinned to the class responsible, with severity, reproduction steps and expected versus actual behaviour, plus a flow guide testers can follow without the source.

  • 70 verified defects: 2 critical, 23 high, 20 medium, 25 low, with live severity filters, search and dark mode driven by an embedded data blob.
  • Flow guide of 10 subsystems, 63 flows and 378 steps, and 9 screen-size defects with fixes across iPhone SE, notched and Pro Max classes.
  • Critical find: a live payment secret shipped inside the binary, escalated to security with a verification step for the fix.
  • High-severity finds included a force-update wall comparing versions as strings, silent data loss on profile edits, and an Apple Watch app that never leaves its splash screen.
  • Feature specs that engineers can build from: the transaction-history mockup names its placement in Settings, shows paid and refunded charges inline, and defines the backend call and fields.
Featured Web · Clinical portals

Clinical portals: PHD staff portal and PDR physician portal

The two web portals behind every consult: staff work the case in PHD, the supervising physician approves, declines and chats in PDR.

Results Chat QA Run Sheet: every pass and fail line checked against the exact staging builds.

PHD is the staff portal where patient-care assistants work a consult: lab and imaging requisitions, medical notes, referral letters, prescriptions, payment links and SOAP notes, plus the Call from Telnyx link into the contact center. PDR is the physician portal where the supervising physician reviews delegated items in Pending, Active and Past tabs and chats with the patient inside a scheduling window.

I owned these flows as product: specifying behaviour, deciding the edge cases, and writing the run sheets that pin every expected outcome to a build so testers, engineers and I are looking at the same thing.

  • Scenario D, reopened physician chat: re-reviewing an ended consult reopens the previous chat; 5 pass lines and 7 fail lines checked against server build b444740 and PDR build 168c47b, plus re-checks of four results-chat scenarios from the week before.
  • Approval loop timed: an edited requisition reappears in PDR's Pending list within about a minute, approve moves it to Active consultations, and the patient's app receives the update.
  • Chat-window rules encoded: windowed physicians' chats hold during a closed slot and open when it ends, with staging and production hours kept separate.
  • Privacy pass line: physician notifications must reference the consult ID, never the patient's name.
  • Cross-portal integration: Call from Telnyx on both family-doctor and mental-health chats, with the call transcript written back to the consult.
Featured Growth · Landing, sign-up, plans, payment & app download

Acquisition funnel: ad landing page, sign-up, plans and app download

From a paid click to a registered patient on a recommended plan, through a payment page tested from 5% to 15% conversion, and from a finished web consultation into the app.

"Skip the walk-in. Talk to a doctor now." Desktop layout.
Mobile layout, where most ad traffic lands.
The registration funnel the CTA points to.
The post-consultation download page, previewed per scenario (prescription, refill, note, lab, referral, and more).

Paid social traffic needed a fast, self-contained landing page and a registration funnel that converts. The page pairs the headline with three tick-list value props, a Trustpilot trust bar, a simulated doctor chat and a family video-call photo, then closes on one call to action into the registration funnel, tagged to its ad set.

Acquisition was my main focus at YDO, so I owned the funnel end to end: landing pages, the sign-up on register.yourdoctors.online, the plans, the payment page and the hand-off into the app. On the payment page of the web booking widget I tested step order, form fields, pricing display and CTA placement, and conversion went from 5% to 15%.

The second half of the funnel is the post-consultation download flow. A patient who has just finished a web consultation is moved into the app by anchoring the download to what they now own, rather than by thanking them for signing up.

  • Payment page test, 5% to 15%. Session recordings and funnel data showed where people dropped; the winning variant tripled completed purchases.
  • Analytics behind every change: funnels, retention and feature adoption tracked in Google Analytics and Mixpanel, with Hotjar and Microsoft Clarity heatmaps and session recordings showing exactly where patients drop off.
  • Plans and packages: care sold as family plans, Yearly at $20/month as the recommended default and Premium at $300/month, each opening into its benefits with tooltips.
  • Sign-up built for speed and trust: Google and Apple sign-in, a live count of providers online, a password checklist with inline errors, and consent gated before the visit starts. Every stage is in the folder below.
  • Landing page: zero JavaScript, zero external requests. Fonts and images are embedded, so the page ships as one file of about 264 KB, with six media queries and reduced-motion support.
  • Compliance on every page: non-emergency care, call 911 in an emergency.
  • Scenario-aware download screens: nine variants (prescription, refill, medical note, lab requisition, referral, follow-up, mental health, family, and a default) generated from one screen definition, each with a headline written for that outcome.
  • The open-loop hook: a doctor card at the top of the prescription, note and lab screens shows the supervising physician, a "1 new" chip and a truncated message preview, with "Your consultation isn't complete yet" and a locked "Open the app to read their message" line.
  • Device-aware: QR code plus App Store and Google Play badges on desktop; the QR hides on mobile, where a direct link does the work.
  • Handed off as code: a Phase 2 handoff package for engineering, with the new block marked in the file and the doctor name bound to the consulting physician from the consult record in production.
  • The registration funnel is the destination for every paid campaign tracked in the weekly ROI reports below.

Sign-up flow on register.yourdoctors.online

13 screens in flow order, from the first tap to a live chat with the care team. Tap a screen to enlarge.

A coral splash holds while the booking app loads, so the first thing a patient sees is never a blank page.

Splash

Screens recreated from the live funnel. Patient details are sample data; staff names, license numbers and clinic contacts are placeholders.

Training · Acquisition.com, US

Acquisition.com Scaling Workshop

Business training in the US, taken to go deeper on the part of YDO I owned. I scored YDO on the workshop's valuation scorecard and took the levers straight back into the funnel, pricing and retention.

The Scaling Workshop workbook.
The valuation scorecard, filled in for YDO. Figures are hidden.
  • Valuation lens. Revenue and EBITDA set the baseline; growth, retention, margin and LTV:CAC add value; key-person, client, channel, market and data risks take it away. Scoring YDO on it showed which levers to pull first.
  • Offer first. Care structured into plans and packages, with the yearly family plan as the recommended default and benefits stacked onto it.
  • The funnel as one system. Every step from ad click to paid consult measured and tested, including the payment page test that took conversion from 5% to 15%.
  • Retention counts as acquisition. Post-consult flows that move web patients into the app, where follow-ups and repeat visits are easier.
  • Reporting on what each ad set earns. Weekly ROI reports joining ad spend, the funnel and Stripe revenue, so budget follows profit.
Growth · Analytics

Weekly Google Ads ROI reports

Six consecutive reports joining Google Ads spend, the app funnel and Stripe revenue per ad set, packaged as a one-click Gmail email kit.

A weekly report with copy-to-Gmail buttons. Figures masked; the reports are internal.
Companion diagnosis with three inline-SVG charts (next entry).

Stakeholders needed a weekly answer to "what did every ad set earn". Each report gives a per-day revenue, cost and profit summary and a 17-column table per ad set: spend, clicks, impressions, registrations, app installs, private pay, revenue, profit, ROI, Stripe gross and net, organic activation and renewals. From the fourth report the page became an email kit: copy buttons push To, Subject and the formatted tables to the clipboard as rich HTML so they paste into Gmail with colours intact.

  • 51 consecutive days across six reports, two fortnightly and then weekly and part-week, each day with a summary and a per-ad-set table.
  • Coverage: Ontario, BC and Nova Scotia search campaigns, branded keywords, Meta social and creator-partnership ad sets, and new after-hours and walk-in launches as they appeared.
  • Gmail kit: a ClipboardItem carrying text/html and text/plain, a fallback for older browsers, and inline cell styles so the tables survive the paste.
Growth · Root-cause analysis

Google Ads performance diagnosis

A return-on-ad-spend slide traced to two manual target-CPA raises and a timezone artifact, not a broken account.

A sudden drop in return on ad spend looked like a broken account. The diagnosis joined 57 days of daily click, spend, registration, payment and revenue data with a live check of change history, auction insights and campaign status. A log decomposition attributed most of the decline to cost per click, which stepped up the day after each of two target-CPA raises; the alarming last-day collapse was an unclosed Eastern-Time day. The page ends with reversible recommendations.

  • Verdict: nothing broken. ROAS 1.21 against a 1.43 baseline, a 15.6% drop, with CPC up 11.5%.
  • Attribution: CPC 64%, registration rate 26%, pay rate 22%, offset by 13% from a better plan mix; delivery not a factor, with 0% impression share lost to budget.
  • Auction insights showed the CPC step-up was our own bidding: own impression share and top-of-page rate rose while the main competitor's fell.
  • Flagged an ad-group target override that could mute the campaign-level target, and a single ad group carrying most of the spend.
  • Three inline-SVG charts with hover tooltips and dark-mode re-render, in a single 30 KB file with no dependencies.
Product design · Research

Signal to Consult: home-screen redesign

An eight-track research audit turned into a seven-artboard design canvas for a signal-first telehealth home.

Signal to Consult: the research page and product thesis. The seven-artboard design canvas is linked below; it renders live on claude.ai.
  • First-time home: value is felt before the paywall. Describe a symptom, see a real doctor reviewing it, then one all-inclusive plan with a transparent trial timeline.
  • Member morning home: one Health Signal ring, curated favourites, a "Noticed" feed that ends in a doctor, care continuity, services demoted below the data.
  • Live-chat state: stacked thread cards with role chips and unread badges; the signal collapses to a compact row; patient-facing labels never use internal acronyms.
  • Signal engine: detection runs against the member's own 30-day baseline, wording stays regulatory-safe, every card terminates in one coral action with the trend attached.

Telehealth homes are service menus and wearable apps are score screens; nobody closes the loop from a detected health signal to a doctor one tap away. The research page synthesises an audit of competitors and adjacent apps across eight tracks into that thesis: eleven patterns to borrow, a two-state dashboard, a rule-based signal engine and eight explicit guardrails. The companion canvas holds the first-time home, the paywall after value, the member morning home, the live-chat state, a heart-rate signal detail, the "Noticed" card family and lab results.

  • Finding: all eight direct competitors open on a service grid; only one syncs Apple Health, and only for weight loss.
  • Signal engine: resting heart rate elevated seven or more days against a 30-day personal baseline, sleep below baseline, cycle rules over six months, lab drift across draws; never more than two live cards; auto-suppress once a cause is logged.
  • Eight "will not do" rules: no opaque composite scores, no streak guilt loops, no burying one-tap actions, no re-asking what is on file, no alarm fatigue, no hidden billing, no commerce inside advice, no fake data states.
  • Paywall only after value: shown after "a doctor is reviewing your symptom", with a visible trial timeline.
Growth · Social content

Approval-gated social run: 13 posts

One reel and twelve feed images for Instagram and Facebook, captioned, tagged and staged so nothing posts until approved.

The approval page: every asset with date, format, caption and the decisions still open.
  • Cadence of one post per day at 2:00 PM ET, placed four hours clear of the existing queue.
  • Every caption carries a non-emergency disclaimer; product claims are consistent across posts.
  • The reel-audio trade-off surfaced plainly: the scheduler cannot attach sound, the platform cannot schedule, so three options were offered.
  • Media uploaded through presigned URLs so nothing on Drive is made public.
13 assetsReel · Trend · Seasonal · Bottom-of-funnelZernio schedulingMeta API constraints

Practice

How I work

Product, growth and delivery in one seat, with Claude Code as the build partner. The habits below show up in every entry above.

Evidence before opinion

When the ads account "broke", the answer came from 57 days of daily data and the change history, not a hunch. Every run sheet pins its pass and fail lines to the exact staging build.

Test kits ship with the feature

The contact center shipped with a 17-section guide, 13 demo videos and a 28-step fix check whose results save live. The iOS app got a 70-defect console that testers can work without the source.

Nothing goes out without a go

Thirteen social posts staged until the owner said go; 22 contact-center issues triaged with a recorded decision each; a paywall shown only after a doctor has started reviewing.

Privacy as a design input

Patient details never travel in a URL, notifications carry consult IDs instead of names, and this page masks internal figures and staff names for the same reason.

Capabilities

Skills, as demonstrated above

Product leadership

  • Roadmaps, PRDs and specs engineers build from
  • Competitive research synthesis and design guardrails
  • Owner decisions captured and turned into runbooks
  • Store policy and compliance: App Store 2.3.10 and 3.1.1, Play Health Connect
  • Regulated healthcare: HIPAA, EMR, prescription flows, GDPR, FCA, KYC vendor selection

Telephony and clinical ops

  • Telnyx softphone, REST calling and SMS with STOP/START compliance
  • Caller-ID pools, department routing, voicemail and transcription
  • Staff and physician portal flows, delegated approvals
  • Transcript write-back into the clinical record

Growth and analytics

  • Paid ads: Google and Meta, ROAS decomposition, auction insights
  • Weekly ROI reporting joining ads, funnel and Stripe
  • Landing pages, registration funnels, store listings
  • A/B testing and CRO: payment conversion from 5% to 15%
  • Product analytics: Google Analytics, Mixpanel, Hotjar, Microsoft Clarity, heatmaps and session recordings
  • Social content operations with approval gates

QA and AI-assisted workflows

  • Source-level defect mapping and tester run sheets pinned to builds
  • Shared-results QA pages on the Claude artifact runtime
  • Scripted demo video generation
  • Multi-agent review and verification with Claude Code

Background

Experience

10+ years across healthtech, eCommerce and fintech: shipping patient apps, optimising funnels and checkout through A/B tests, and running the analytics that decide what to fix. A mechatronics engineering education still shapes how I debug.

5.5 years · Canada, remote

Your Doctors Online · Head of Product

Joined as Senior PM, moved through Growth PM to Head of Product. Built the patient apps from scratch, owned the funnel end to end and took payment conversion from 5% to 15% through A/B tests driven by funnel data, heatmaps and session recordings; scaled revenue from zero to seven figures while keeping US and Canadian healthcare compliance intact.

2 years · Canada

Ayuda Health · Vice President of Product

Owned strategy and roadmap for an AI-assisted medication reminder app, balancing AI features with regulatory compliance; later returned to build hands-on.

2 years · USA

Gemnote · Senior Product Manager

Directed eCommerce and branded-merchandise product development for B2B and B2C, delivering revenue features for clients including Google, Reddit and Amazon. See the Gemnote portfolio →

1 year · UK

Marketplug · Product Manager

Contributed to a multi-vertical super app spanning chat, crypto and eCommerce across 30-plus niches.

Contract engagements

Sidq Capital · BlockMed Pro · Digital Twin platform

FCA-regulated fractional property investment MVP (payments, wallet, KYC and e-signature vendor decisions); a GDPR-compliant patient health-data marketplace with blockchain-anchored consent; a pharma digital-twin simulation platform scoped from vision to MVP.

Education

Mechatronics Engineering, Air University

PhD in progress; MS with gold medal; BS. Certifications in generative AI for product managers, agile project management and Scrum, plus the Acquisition.com Scaling Workshop in the US.