Digital Personalization Product Manager

Blue Shield of CA; Los Angeles (CA); Hybrid; USD 100,000 - 140,000; Full time

Job summary

Blue Shield of CA is looking for a Digital Personalization Product Manager to lead the personalization roadmap and strategy. This role focuses on enhancing member experiences across web and mobile channels through advanced personalization techniques.

The ideal candidate will have at least 6 years of experience in product management and expertise in digital personalization platforms, with a strong understanding of data-driven decision-making processes. This position follows a hybrid work model, requiring in-office collaboration for part of the week.

Qualifications

• 6+ years in Product Management, Management Consulting, or Entrepreneurship.
• Working fluency with customer data platforms and web/mobile instrumentation.
• Experience defining decisioning strategies and ML-driven personalization.

Responsibilities

• Own the real-time personalization roadmap and decisioning strategy.
• Translate member intelligence into scalable personalization capabilities.
• Collaborate with various departments to deliver measurable experiences.

Skills

Digital personalization

Product management

Experimentation

Stakeholder partnership

Education

BA/BS in Business, Marketing, or related field

Graduate degree (e.g., MBA)

Tools

Salesforce Marketing Cloud

Adobe Target

Customer data platforms (CDPs)

Job description

Your 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.

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.

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.