Digital Personalization Product Manager

Blue Shield of California•El Dorado Hills, AR

1d•Hybrid

About The Position

The Platform Strategy & Operations team, within Blue Shield of California’s Intelligent Automation & AI organization, owns BSC’s member intelligence and orchestration layer—unifying member data, generating predictive insights, and activating personalized experiences across web, mobile, and connected channels through Salesforce Marketing Cloud, Data Cloud, and Marketing Cloud Personalization. Reporting to the Senior Manager of Product Management, the Digital Personalization Product Manager owns the real-time personalization roadmap, decisioning strategy, and member experience outcomes across web and mobile. This role translates member intelligence and predictive insight into scalable, governed personalization capabilities, partnering with Digital Strategy, Product, Architecture, Engineering, Analytics, Data, and Orchestration Ops to deliver contextually relevant, measurable experiences across business domains. Our leadership model is about developing great leaders at all levels and creating opportunities for our people to grow – personally, professionally, and financially. We are looking for leaders that are energized by creative and critical thinking, building and sustaining high-performing teams, getting results the right way, and fostering continuous learning.

Requirements

Minimum 6 years of experience in Product Management, Management Consulting, or Entrepreneurship required — with demonstrated ownership of a digital personalization, experimentation, or member experience product on enterprise real-time personalization platforms
Requires a BA/BS in Business, Marketing, Economics, Public Health, Computer Science, Engineering, or Information Technology or equivalent experience.
Production product management experience on real-time personalization platforms (e.g., Salesforce Marketing Cloud Personalization/Interaction Studio, Adobe Target, Adobe Experience Platform, Optimizely, Dynamic Yield), including roadmap ownership, decisioning strategy, and experimentation discipline; deep experience on adjacent platforms considered in lieu of direct MCP experience — MCP-specific ramp will be provided for strong fundamentals
Experience defining and operationalizing decisioning strategies and ML-driven personalization (e.g., Einstein Decisioning, Pega Next-Best-Action, Adobe Sensei), including next-best-action/offer logic, recommendation strategies, and A/B or multivariate testing programs - required
Working fluency with customer data platforms (CDPs) (e.g., Salesforce Data Cloud, Adobe Real-Time CDP, Segment, Tealium AudienceStream) as a product partner — including identity resolution, audience segmentation, computed traits/calculated insights, and activation into personalization channels; familiarity with supporting data infrastructure (Snowflake, SQL, Kafka, MuleSoft) is a plus
Functional fluency with web and mobile instrumentation — web SDK deployment, event schema design, tag management (GTM, Tealium), and consent-aware data capture — sufficient to own the integration contract with engineering and digital properties partners - required
Demonstrated experience running stakeholder partnership and intake at the Director level across Marketing, Digital, and Analytics organizations, including leading prioritization rituals, governance forums, and executive roadmap reviews

Nice To Haves

Graduate degree (e.g. MBA) is highly desirable
Experience integrating personalization platforms with enterprise CMS and DAM systems (e.g., Adobe Experience Manager, AEM Assets) for content authoring, asset governance, and personalized content delivery workflows is a plus
Experience integrating MCP with Salesforce Marketing Cloud Engagement and broader Customer 360 architectures preferred
Background in regulated industries (healthcare, financial services, insurance) with understanding of consent management and PII handling is a plus

Responsibilities

Demonstrate high-level understanding of technical concepts and architectural impact
Utilize and synthesize qualitative and quantitative data to continuously drive product improvements
Determine and analyze KPIs at a product level to establish experience success, failures, and next steps through iteration
Perform as a product area SME to educate others of the product
Effectively work within an Agile framework for predictable product outcomes
Own the product roadmap, vision, and prioritization for Marketing Cloud Personalization across BSC's member-facing web and mobile properties, balancing member experience, business outcomes, and technical feasibility
Define decisioning strategy, experimentation framework, and content activation patterns that translate unified member data and predictive insight into measurable personalization outcomes across care navigation, plan selection, and member education
Partner with Digital Strategy, Marketing, Analytics, and Data Cloud product owners to design unified personalization journeys that span audience activation, real-time decisioning, and experience delivery
Establish and govern the experimentation backlog, A/B and multivariate testing standards, and personalization measurement framework that connects on-property behavior to business outcomes
Manage the product relationship with Salesforce on Marketing Cloud Personalization — owning roadmap alignment, capability adoption, license utilization, and executive escalation
Establish product documentation, intake patterns, and governance standards that allow the Personalization Engine to scale across business domains while preserving consent, identity, and compliance integrity