Product Marketing Strategist, Principal - Digital GTM

Blue Shield of California•El Dorado, AR

1d•Hybrid

About The Position

The Product Marketing team oversees the Go-to-Market (GTM) strategy and delivery of multiple Blue Shield products enabling Marketing, Product (e.g., Digital Experience, Product Strategy, Healthcare Quality & Affordability), and Sales to bring offerings to market successfully. The Product Marketing Strategist, Digital GTM, Principal will report to the Senior Manager of Product Marketing. In this role you will own GTM strategy and delivery for Digital Experience, including understanding enterprise priorities and product roadmap, translating insights to action in the creation of product marketing deliverables such as competitive positioning, messaging and value proposition, and ensuring a cohesive and consistent digital GTM execution. Collaborating with key Digital Experience, Product, Marketing and Sales partners, this role acts as a strategic advisor and proactively drives cross-functional alignment in the development and launch of digital offerings, enhancements, and experiences. 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

Requires a bachelor's degree or equivalent experience
Requires at least 10 years of prior relevant experience in product marketing, marketing, product strategy, or related field
Requires experience leading digital transformation initiatives and delivering measurable business impact
Requires experience driving go-to-market initiatives with multiple stakeholders
Requires experience in digital products, marketing, product strategy, or technology-driven environments
Requires experience using market research, competitive insights, and performance data to champion the voice of the customer to stakeholders
Requires experience in B2B, B2C, and/or B2B2C environments
Highly adaptive communicator and collaborative leader with a growth mindset
Demonstrates ability to manage complex projects and influence senior stakeholders
Strong business acumen with critical thinking, problem-solving and decision-making expertise in collaboration with cross-functional partners, driving clarity when and where needed
Demonstrates strong personal, people, thought and results leadership, with excellent interpersonal, negotiation, written and verbal communication skills

Nice To Haves

Digital health or SaaS experience strongly preferred

Responsibilities

Own GTM strategy development for digital offerings and enhancements, ensuring alignment with business objectives and customer needs
Build strong relationships across teams and stakeholders to ensure alignment and collaboration on digital GTM initiatives
Champion the voice of the customer using market research, competitive intelligence, and data analytics to understand customer needs, pain points, and opportunities
Translate insights into actionable strategies that inform the Digital Experience GTM
Influence Senior Manager, Director, Senior Director, and cross-functional partners to challenge thinking and drive GTM strategy direction based on insights
Partner with Digital Experience, Product, Marketing and Sales to craft a clear and compelling digital story including positioning, messaging, value proposition, and proof points that resonate with B2B/B2C audiences and differentiates Blue Shield of California’s digital offerings in the marketplace
Distill complex problems, connect strategic insights, and craft resolutions that align with your strategic go-to-market
Drive digital GTM strategy and execution across teams to maximize target audience reach and engagement, delivering on-time and on-budget
Serve as a thought leader on digital trends and best practices with a clear understanding of Blue Shield of California’s emerging digital technologies that enhance engagement and operational efficiency
Define KPIs and leverage analytics to measure the success of Digital Experience GTM, continuously optimizing for improved outcomes
Create and deliver presentations to appropriate audiences
Be a representative in external forums and customer engagements when needed
Work closely with Senior Manager for direction on large scale, complex projects