Digital Personalization Product Manager

Blue Shield of CA; San Diego (CA); Hybrid; USD 120,000 - 150,000; Full time

Job summary

Blue Shield of CA seeks an experienced Digital Personalization Product Manager to lead the personalization roadmap and decisioning strategy for enhancing member experiences across digital platforms. You will work closely with various teams to integrate innovative solutions focused on improving member engagement through personalized interactions.

Ideal candidates will have at least 6 years of relevant experience, particularly in product management with an emphasis on real-time personalization platforms. This role follows a hybrid model, requiring attendance in the office two days a week.

Qualifications

• Minimum 6 years of experience in Product Management or related fields.
• Experience with real-time personalization platforms is required.
• Fluency with customer data platforms and decisioning strategies.

Responsibilities

• Own the real-time personalization roadmap and decisioning strategy.
• Translate member intelligence into scalable personalization capabilities.
• Partner across teams to deliver measurable personalized experiences.

Skills

Digital personalization

Product management

Decisioning strategies

Customer data platforms

Stakeholder management

A/B testing

Education

BA/BS in Business, Marketing, Computer Science, or equivalent

Graduate degree (e.g. MBA)

Tools

Salesforce Marketing Cloud Personalization

Adobe Target

SQL

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.