Product Marketing Strategist, Principal - Digital GTM

Job Description

Your Role

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.

Responsibilities

Your Work

In this role, you will:

• 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

Qualifications

Your Knowledge and Experience

• 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
• Digital health or SaaS experience strongly preferred

Hybrid

This role requires employees to be in-office based on our hybrid workplace model, balancing purposeful in-person collaboration with flexibility. For most teams, this means coming into the office two days each week.

Employees living more than 50 miles from an office location will work with their manager to determine in-office time based on business need.

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About the Team

About Blue Shield of California

As of January 2025, Blue Shield of California became a subsidiary of Ascendiun. Ascendiun is a nonprofit corporate entity that is the parent to a family of organizations including Blue Shield of California and its subsidiary, Blue Shield of California Promise Health Plan; Altais, a clinical services company; and Stellarus, a company designed to scale healthcare solutions. Together, these organizations are referred to as the Ascendiun Family of Companies.


At Blue Shield of California, our mission is to create a healthcare system worthy of our family and friends and sustainably affordable. We are transforming health care in a way that genuinely serves our nonprofit mission by lowering costs, improving quality, and enhancing the member and physician experience.


To achieve our mission, we foster an environment where all employees can thrive and contribute fully to address the needs of the various communities we serve. We are committed to creating and maintaining a supportive workplace that upholds our values and advances our goals.

Blue Shield is a U.S. News Best Company to work for, a Deloitte U.S. Best Managed Company and a Top 100 Inspiring Workplace. We were recognized by Fair360 as a Top Regional Company, and one of the 50 most community-minded companies in the United States by Points of Light. Here at Blue Shield, we strive to make a positive change across our industry and communities - join us!


Our Values:

• Honest. We hold ourselves to the highest ethical and integrity standards. We build trust by doing what we say we're going to do and by acknowledging and correcting where we fall short.
• Human. We strive to listen and communicate effectively, showing empathy by understanding others' perspectives.
• Courageous. We stand up for what we believe in and are committed to the hard work necessary to achieve our ambitious goals.

Our Workplace Model


We believe in fostering a workplace environment that balances purposeful in-person collaboration with flexibility - providing clear expectations while respecting the diverse needs of our workforce. Our workplace model is designed around intentional in-person interaction, collaboration, connection, creativity and flexibility:

• For most teams, this means coming into the office two days per week.
• Employees living more than 50 miles from an office location, out of state employees, and employees in certain member-facing roles should work with their manager to determine in-office time based on business need.
• For employees with medical conditions that may impact their ability to work in-office, we are committed to engaging in an interactive process and providing reasonable accommodations to ensure their work environment is conducive to their success and well-being.

The Company reserves the right to require more presence in the office based on business needs, and requirements are subject to change with periodic reviews.


Physical Requirements:

Office Environment - roles involving part to full time schedule in Office Environment. Based in our physical offices and work from home office/deskwork - Activity level: Sedentary, frequency most of work day.

Please click here for further physical requirement detail.


Equal Employment Opportunity:

External hires must pass a background check/drug screen. Qualified applicants with arrest records and/or conviction records will be considered for employment in a manner consistent with Federal, State and local laws, including but not limited to the San Francisco Fair Chance Ordinance. All qualified applicants will receive consideration for employment without regards to race, color, religion, sex, national origin, sexual orientation, gender identity, protected veteran status or disability status and any other classification protected by Federal, State and local laws.