Digital Product Manager

Blue Cross Blue Shield of Michigan • Detroit, MI

21h

About The Position

Lead the strategic vision and roadmap for a consumer-facing digital experience on our public bcbsm.com site, owning the full unauthenticated journey — from first-touch marketing and acquisition through account creation and self-service conversion. Partner with marketing, design, engineering, and business stakeholders to translate customer needs and business objectives into a cohesive digital product strategy, measured by clear OKRs and conversion outcomes.

Requirements

• Bachelor’s degree in related field required.
• A minimum of seven (7) years of experience as a Product Manager, Digital Product Manager, or related role required.
• Deep understanding of digital product management for consumer web, including SEO fundamentals, conversion funnels, and unauthenticated user journeys.
• Proven experience defining and tracking OKRs, KPIs, and funnel metrics (acquisition, activation, conversion).
• Hands-on experience with CRO strategy; familiarity with tools such as Optimizely, Adobe Target, Google Analytics, or similar platforms.
• Strong command of Agile methodologies including SAFe and SCRUM; comfortable operating in a scaled agile environment.
• Ability to translate complex business and technical requirements into clear user stories and acceptance criteria.
• Excellent communication and storytelling skills, able to present product strategy and performance data clearly to both executive and cross-functional audiences.
• Strong analytical and problem-solving skills; comfortable working in a data-informed, test-and-learn culture.
• Proven ability to manage competing priorities and navigate a matrixed organization.
• Demonstrated track record of developing Product Owners and contributors across the product lifecycle.
• Strong relationship management and stakeholder alignment skills.

Nice To Haves

• Master's Degree in Computer Science or Business Administration preferred.
• Experience with consumer-facing digital products, .com platforms, or marketing/acquisition-focused web experiences strongly preferred.
• Background in healthcare, insurance, third-party administration, benefits consulting, or healthcare IT preferred.

Responsibilities

• Define and evolve the digital product vision for unauthenticated .com experiences, including marketing pages, acquisition flows, and onboarding journeys, informed by customer research, competitive analysis, and market trends.
• Own and maintain a prioritized product roadmap aligned to business OKRs; communicate progress, tradeoffs, and outcomes to leadership and governance stakeholders.
• Drive conversion rate optimization strategy across the funnel identifying friction points, defining hypotheses, and partnering with analytics and UX teams to improve acquisition and onboarding metrics.
• Establish feature definitions, acceptance criteria, and success metrics for the product backlog; manage scope and schedule tradeoffs with transparency.
• Champion the end-to-end digital customer experience; own resolution of experience gaps and usability issues across unauthenticated surfaces.
• Serve as the subject matter expert and internal advocate for the public digital experience; communicate product direction to customers, partners, and internal stakeholders.
• Lead business readiness activities in partnership with marketing, IT, compliance, and operations; anticipate blockers and escalate appropriately.
• Partner with analytics teams to define KPIs, build dashboards, and drive data-informed decisions around visitor behavior, conversion funnels, and acquisition performance.
• Actively participate in scaled agile ceremonies including PI Planning, Backlog Refinement, Cross-Platform Coordination, Discovery & Framing, and Stakeholder Governance.

What This Job Offers

• Job Type: Full-time
• Career Level: Senior
• Number of Employees: 5,001-10,000 employees