Digital Product Manager

Blue Cross Blue Shield of Michigan•Detroit, MI

19h

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. 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.

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
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
Familiarity with tools such as Optimizely, Adobe Target, Google Analytics, or similar platforms

Responsibilities

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.
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.