Digital Personalization Product Manager

Blue Shield of California; California (MO); Hybrid; USD 120,000 - 160,000; Full time

Job summary

Blue Shield of California is seeking a Digital Personalization Product Manager to own the real-time personalization roadmap and decisioning strategy for member experiences across web and mobile. This role partners with Digital Strategy, Product, Architecture, Engineering, Analytics, Data, and Orchestration Ops to deliver contextualized experiences.

The position requires translating member insights into scalable personalization capabilities, driving measurable outcomes, and aligning with

Qualifications

• Minimum 6 years of experience in Product Management, Management Consulting, or Entrepreneurship with ownership of a digital personalization/product on real-time personalization platforms.
• BA/BS in Business, Marketing, Economics, Public Health, CS, Engineering, or IT (Graduate degree MBA desirable).
• Production PM experience on real-time personalization platforms with roadmap ownership, decisioning strategy, and experimentation discipline.

Responsibilities

• Own the product roadmap, vision, and prioritization for Marketing Cloud Personalization across web and mobile properties.
• Define decisioning strategy and experimentation framework for personalized experiences.
• Partner with Marketing, Analytics, Data, and Engineering to design unified personalization journeys.
• Establish governance and measurement framework linking user behavior to business outcomes.
• Work within an Agile framework to deliver measurable product improvements.

Skills

Product management

Stakeholder management

Agile methodologies

Data-driven decision making

ML-driven personalization

CDP integration

Education

BA/BS in business, marketing, economics, public health, CS, engineering, or IT

MBA desirable

Tools

Salesforce Marketing Cloud Personalization

Adobe Target

Adobe Experience Platform

Optimizely

Dynamic Yield

Job description

Our Role

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

The Digital Personalization Product Manager reports to the Senior Manager of Product Management and 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.

Responsibilities

• 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

• 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.

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.