Building a direct-to-consumer health business
As consumer expectations in healthcare shifted toward digital-first, retail-like experiences, I helped launch a new direct-to-consumer business within Optum. This zero-to-one initiative spanned three connected verticals—Commerce, Online Care, and Pharmacy.
Building Optum's first health marketplace
In August 2020, we set out to design and build the Optum Store—a seamless, consumer-first experience that brought prescriptions, health products, and virtual care together in one place. The goal: make managing health simpler, more accessible, and more connected for everyone.
Our team delivered:
- Pharmacy: 900+ medications, including cash and on-benefit pricing
- E-Commerce: Thousands of health, wellness and diagnostic items (most of which were H/FSA eligible)
- Care: Virtual urgent care and behavioral health care, and on-demand prescriptions
My Role
As Vice President, I reported directly to our CEO, Faiz Ahmad, and provided leadership across design, product, and site merchandising. I was responsible for shaping the experience strategy, building high-performing teams, and delivering a cohesive, consumer-first platform that spanned pharmacy, care, and commerce.
