Director of Product Management - Strategy, M&A, Competitive Analysis & Technical Alliances

Petal is a Canadian-owned and operated health technology company on a mission to revolutionize access to care. We are building the country’s leading real-time care orchestration platform, connecting patients, providers, and health systems through integrated scheduling, compensation management, and patient flow solutions.

Our vision is to enable value-based healthcare and transform how care is coordinated across Canada and beyond. As a high-growth SaaS organization, we are scaling rapidly and looking for visionary leaders who are energized by complexity, opportunity, and high impact.

Our commitment to fostering an exceptional workplace culture has earned us notable recognitions, including being listed as a Great Place to Work in both the technology and healthcare sectors. Join us in our mission to empower healthcare innovators and improve healthcare differently.

What you can expect when joining the team

As Director of Product Management, you will act as the transversal strategic force behind Petal’s growth roadmap, defining the long-term market expansion strategy, identifying high-value adjacencies, and driving strategic inorganic opportunities (M&A, partnerships, joint ventures) in alignment with our channel and product strategies.

This is a high-impact, cross-functional leadership role at the intersection of competitive strategy, market development, and corporate growth initiatives. It is not a traditional Corporate Development position; this leader partners closely with Channel Owners, Product Executives, Marketing, and the Executive Team to define where Petal goes next and how we get there faster.

Key Responsibilities

Strategic Growth and Market Expansion

• Define 3-year product vision aligned with company OKRs and market trends;

• Define and continuously refine Petal’s long-term growth roadmap across geographic, vertical, and adjacency dimensions;

• Lead structured market scans and adjacent opportunity analysis (e.g., pharmacy, primary care, LTC, third-party billing, US outpatient) to identify future TAM expansion zones;

• Build structured opportunity matrices that prioritize new markets based on addressable value, strategic fit and execution feasibility;

• Act as strategic “air traffic control” across all channels to identify white space, cross-channel leverage points, and avoid overlap or fragmentation;

• Present strategy updates to Board of Directors twice annually.

Corporate Development and M&A Strategy

• Identify, evaluate, and prioritize M&A targets that accelerate Petal’s strategic roadmap;

• Lead proactive target sourcing in partnership with the executive team and external advisors;

• Build business cases and financial/strategic impact models for potential acquisitions or strategic alliances;

• Orchestrate due diligence workstreams and post-merger integration plans aligned with product and go-to-market execution.

Market Intelligence & Competitive Foresight

• Build and maintain a structured competitive intelligence framework across key markets and verticals, such as SWOT assessments;

• Develop response playbooks for competitive threats including new market entrants, pricing wars, and disruptive technology shifts. Run war game simulations with cross-functional teams twice yearly;

• Work closely with VP of Product Management to bring external context into roadmap and positioning decisions;

• Conduct customer advisory board sessions (quarterly) to validate direction;

• Deliver quarterly competitive landscape reviews to CEO and Executive Leadership Team. Present emerging threats, market share analysis, and strategic recommendations for maintaining leadership position;

• Act as “external eyes” for the product and channel teams, spotting emergent trends, disruptors, and partner opportunities before they hit the mainstream.

Technical Alliance Partnership

• Collaborate with the Marketing and Product Ops teams to define market creation strategies, including co-marketing, co-investment, and ecosystem positioning;

• Partner cross-functionally with the VP of Alliances, Legal, and Procurement to shape partnership agreements, revenue-sharing models, and service-level terms. Lead negotiations on technical interoperability, data sharing, and API access requirements;

• Represent Petal in select external engagements related to M&A, partnerships, or investor/market opportunity discussions;

• Maintain quarterly business reviews with top 5 alliance partners covering integration roadmap, joint customer success, and co-marketing initiatives. Escalate partnership issues to VP level.