Digital Personalization Product Manager

About the 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.

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
• 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

Benefits

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.

Pay

Pay Range for California: $123,100.00 to $184,800.00
Pay Range for Bay Area: $138,800.00 to $208,300.00

Schedule

Full time

Locations

• El Dorado Hills, CA, United States
• Long Beach, CA, United States
• Oakland, CA, United States
• Rancho Cordova, CA, United States
• Redding, CA, United States
• San Diego, CA, United States
• Woodland Hills, CA, United States

Note

Please note that this range represents the pay range for this and many other positions at Blue Shield that fall into this pay grade. Blue Shield salaries are based on a variety of factors, including the candidate experience, location (California, Bay Area, or outside California), and current employee salaries for similar roles. Role can be filled by a candidate requiring sponsorship : No