Digital Personalization Product Manager

Digital Personalization Product Manager

The Platform Strategy & Operations team, within Blue Shield of California's Intelligent Automation & AI organization, owns BSC's member intelligence and orchestration layerunifying 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.

Responsibilities

In this role, you will:

• 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

Qualifications

Your knowledge and experience:

• 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. Graduate degree (e.g. MBA) is highly desirable
• 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
• 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

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.

About Us

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