Digital Product Manager
Blue Cross Blue Shield of Michigan, Detroit, MI, United States
Lead the strategic vision and roadmap for a consumer-facing digital experience on our public bcbsm.com site, owning the full unauthenticated journey — from first-touch marketing and acquisition through account creation and self-service conversion. Partner with marketing, design, engineering, and business stakeholders to translate customer needs and business objectives into a cohesive digital product strategy, measured by clear OKRs and conversion outcomes.
Define and evolve the digital product vision for unauthenticated .com experiences, including marketing pages, acquisition flows, and onboarding journeys, informed by customer research, competitive analysis, and market trends.
Own and maintain a prioritized product roadmap aligned to business OKRs; communicate progress, tradeoffs, and outcomes to leadership and governance stakeholders.
Drive conversion rate optimization strategy across the funnel identifying friction points, defining hypotheses, and partnering with analytics and UX teams to improve acquisition and onboarding metrics.
Establish feature definitions, acceptance criteria, and success metrics for the product backlog; manage scope and schedule tradeoffs with transparency.
Champion the end-to-end digital customer experience; own resolution of experience gaps and usability issues across unauthenticated surfaces.
Serve as the subject matter expert and internal advocate for the public digital experience; communicate product direction to customers, partners, and internal stakeholders.
Lead business readiness activities in partnership with marketing, IT, compliance, and operations; anticipate blockers and elevate appropriately.
Partner with analytics teams to define KPIs, build dashboards, and drive data-informed decisions around visitor behavior, conversion funnels, and acquisition performance.
Actively participate in scaled agile ceremonies including PI Planning, Backlog Refinement, Cross-Platform Coordination, Discovery & Framing, and Stakeholder Governance.
QUALIFICATIONS
Bachelor’s degree in a related field required. Master’s Degree in Computer Science or Business Administration preferred.
A minimum of seven (7) years of experience as a Product Manager, Digital Product Manager, or related role required.
Experience with consumer-facing digital products, .com platforms, or marketing/acquisition-focused web experiences strongly preferred.
Background in healthcare, insurance, third-party administration, benefits consulting, or healthcare IT preferred.
Deep understanding of digital product management for consumer web, including SEO fundamentals, conversion funnels, and unauthenticated user journeys.
Proven experience defining and tracking OKRs, KPIs, and funnel metrics (acquisition, activation, conversion).
Hands‑on experience with CRO strategy; familiarity with tools such as Optimizely, Adobe Target, Google Analytics, or similar platforms.
Strong command of Agile methodologies including SAFe and SCRUM; comfortable operating in a scaled agile environment.
Ability to translate complex business and technical requirements into clear user stories and acceptance criteria.
Excellent communication and storytelling skills, able to present product strategy and performance data clearly to both executive and cross‑functional audiences.
Strong analytical and problem‑solving skills; comfortable working in a data‑informed, test‑and‑learn culture.
Proven ability to manage competing priorities and navigate a matrixed organization.
Demonstrated track record of developing Product Owners and contributors across the product lifecycle.
Strong relationship management and stakeholder alignment skills.
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Define and evolve the digital product vision for unauthenticated .com experiences, including marketing pages, acquisition flows, and onboarding journeys, informed by customer research, competitive analysis, and market trends.
Own and maintain a prioritized product roadmap aligned to business OKRs; communicate progress, tradeoffs, and outcomes to leadership and governance stakeholders.
Drive conversion rate optimization strategy across the funnel identifying friction points, defining hypotheses, and partnering with analytics and UX teams to improve acquisition and onboarding metrics.
Establish feature definitions, acceptance criteria, and success metrics for the product backlog; manage scope and schedule tradeoffs with transparency.
Champion the end-to-end digital customer experience; own resolution of experience gaps and usability issues across unauthenticated surfaces.
Serve as the subject matter expert and internal advocate for the public digital experience; communicate product direction to customers, partners, and internal stakeholders.
Lead business readiness activities in partnership with marketing, IT, compliance, and operations; anticipate blockers and elevate appropriately.
Partner with analytics teams to define KPIs, build dashboards, and drive data-informed decisions around visitor behavior, conversion funnels, and acquisition performance.
Actively participate in scaled agile ceremonies including PI Planning, Backlog Refinement, Cross-Platform Coordination, Discovery & Framing, and Stakeholder Governance.
QUALIFICATIONS
Bachelor’s degree in a related field required. Master’s Degree in Computer Science or Business Administration preferred.
A minimum of seven (7) years of experience as a Product Manager, Digital Product Manager, or related role required.
Experience with consumer-facing digital products, .com platforms, or marketing/acquisition-focused web experiences strongly preferred.
Background in healthcare, insurance, third-party administration, benefits consulting, or healthcare IT preferred.
Deep understanding of digital product management for consumer web, including SEO fundamentals, conversion funnels, and unauthenticated user journeys.
Proven experience defining and tracking OKRs, KPIs, and funnel metrics (acquisition, activation, conversion).
Hands‑on experience with CRO strategy; familiarity with tools such as Optimizely, Adobe Target, Google Analytics, or similar platforms.
Strong command of Agile methodologies including SAFe and SCRUM; comfortable operating in a scaled agile environment.
Ability to translate complex business and technical requirements into clear user stories and acceptance criteria.
Excellent communication and storytelling skills, able to present product strategy and performance data clearly to both executive and cross‑functional audiences.
Strong analytical and problem‑solving skills; comfortable working in a data‑informed, test‑and‑learn culture.
Proven ability to manage competing priorities and navigate a matrixed organization.
Demonstrated track record of developing Product Owners and contributors across the product lifecycle.
Strong relationship management and stakeholder alignment skills.
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