Our customers include integrative GPs, naturopaths, nutritionists, herbalists, and other healthcare professionals working in the natural and integrative health industry.

Externally, the platform supports wholesale ordering for clinic dispensaries, advanced prescribing workflows with built-in clinical safety features, and digital prescriptions sent directly to patients for online fulfilment - all powered by Australia's most comprehensive complementary medicine reference tools.

Internally, the platform is the backbone of our distribution business, turning prescriptions into deliveries. It provides customised workflows and tools for practitioner access, patient data, inventory, orders and reference content, making this ecosystem uniquely powerful.

The vital.ly platform sits at the centre of our business, with product decisions directly impacting practitioner experience, operational scalability and commercial performance.

What makes the opportunity unique for the right product manager

vital.ly has been operating for 12 years, generates significant revenue, is profitable and continues to deliver consistent double-digit year-on-year growth.

We have no external investors and do not rely on funding rounds - we grow from profit and reinvest directly into long-term innovation, technology and practitioner support.

With a clear 10-year vision and defined 3-year business roadmap, we're now scaling our product capability to deliver the next stage of growth.

The role reports to the Head of Product.

To better understand the market positioning and long-term direction of vital.ly, you can watch the vital.ly Announcement from Re:Formulate 2026:

https://www.vital.ly/blog/vital-ly-Announcement-Re-Formulate-2026/post=542/

vital.ly is growing fast, and we've made a conscious choice to keep decision-making quick as we scale. This is a hands-on individual contributor role with end-to-end ownership of key product areas, from discovery through to shipped outcomes, and meaningful authority to make product decisions.

Who this role is for

You are a hands-on product manager who wants genuine ownership of meaningful product areas, not a roadmap handed to you to execute;

You have worked in a scaling business and know how to operate without the established processes and specialist support of a large enterprise. When the right product process does not exist, you can help build it;

You are commercially minded and expect to be accountable for measurable customer and business outcomes, not just whether features shipped on time;

You are strong across the full product cycle. You can discover the right problem, make prioritisation and trade-off decisions, and stay close to Design and Engineering through delivery and post-launch iteration;

You can make practical product decisions when customer needs, commercial outcomes, regulatory requirements, privacy and clinical safety do not all point in the same direction;

You use customer insight, qualitative and quantitative data, and signals from Sales and Service to make decisions. You are comfortable making the call when those signals conflict or the evidence is incomplete;

You work effectively across Product, Engineering and commercial teams. You can build alignment, explain your decisions clearly and move forward without needing everyone to agree;

You already use AI tools as part of your day-to-day work and are interested in where AI can create meaningful customer value, not adding AI simply because it is available;

You want to remain a hands-on individual contributor, with meaningful decision-making authority and direct accountability for the product areas you own.

THE RESPONSIBILITIES

Discovery and strategy

• Run continuous discovery across customer interviews, usability testing, support and sales signals, churn analysis, feedback analysis, and market trend analysis to maximise the customer and business impact of the planned delivery;
• Own the quarterly focused roadmap for the managed product areas that is linked tightly to company growth and customer satisfaction;
• Track competitors and market movements relevant to the managed product areas;
• Own and regularly analyse usage and behaviour data to guide future priorities and iterations;
• Build business cases that connect product investment to revenue, margin, retention, or cost-to-serve outcomes;

Delivery and Execution

• Write PRDs, generate prototypes, and run validation and iteration before committing delivery;
• Partner with Design, Engineering, Sales, and Service through discovery, build, QA and post-launch;
• Run structured rollouts, feature flags, iteration plans and post-launch monitoring;
• Scope and sequence integration work with third-party systems;
• Identify changes requiring regulatory, privacy or clinical review and ensure the required review occurs before release;

Go-to-market and enablement

• Lead go-to-market coordination for the managed product areas with Sales, Service, Community, and Content, including positioning, launch timing, and enablement;
• Ensure relevant teams are briefed and equipped before release;

Stakeholder management

• Partner with Service, Sales, and Community on the customer feedback loop, issues raised, feature requests and other feedback;
• Lead prioritisation and trade-off decisions for the managed product areas;
• Clearly explain priorities, decisions and trade-offs to affected stakeholders.

REQUIREMENTS

Must haves:

• Has owned a product area end to end and driven a number of discovery-to-shipped outcomes, with accountability for a committed roadmap and measurable business or customer metrics, not just delivery of features to spec;
• Bachelor's degree in Computer Science, Engineering, Information Systems or a related field or equivalent relevant experience;
• Demonstrated ability to balance customer needs, commercial outcomes and regulatory or safety requirements when making product decisions;
• Experience using AI, no-code or low-code tools for product discovery and prototyping, including AI-assisted prototyping to validate concepts;
• Demonstrated experience partnering with Sales, Service and Marketing on go-to-market planning and execution;
• Track record of using both qualitative and quantitative inputs to prioritise the roadmap and backlog;
• Experience owning commercial outcomes, not just product delivery;
• Unrestricted and ongoing work rights in Australia.

Nice to have:

• Prior experience in health-tech (clinical software, complementary, allied wellness, practice management, telehealth or adjacent);
• Experience shipping products in a regulated environment such as healthcare, finance, legal or similar;
• Experience operating in a two-sided or B2B2C commercial model;
• Experience shipping AI-powered products or applying AI throughout product development, including prototyping, testing and evaluating AI features.
•