Lead Personalization Platform Engineer
Blue Shield of CA, Rancho Cordova, CA, United States
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 in real-time via Salesforce Marketing Cloud, Data Cloud, and Marketing Cloud Personalization.
Reporting to the Senior Manager of Product Management, the Lead Personalization Platform Engineer is the hands-on technical builder of our real-time personalization capability - owning instrumentation, decisioning, and content activation that shape what each member sees at the moment of engagement, turning unified data and predictive insight into personalized action.
You'll partner across Product Management, Strategy, Architecture, Orchestration Ops, Analytics, and Data to build a capability that scales across business domains without re-engineering.
Your Knowledge and Experience
Minimum 6 years of experience in Product Management, Management Consulting, or Entrepreneurship required - or equivalent hands-on experience as a personalization platform engineer, MarTech engineer, or solutions engineer on enterprise real-time personalization platforms
Requires a BA/BS in Business, Finance, Economics, Public Health, Computer Science, Engineering, or Information Technology or equivalent experience. Graduate degree (e.g. MBA) is highly desirable
Production experience with real-time personalization platforms (e.g., Salesforce MCP/Interaction Studio, Adobe Target, Adobe Experience Platform, Optimizely, Dynamic Yield), including web SDK deployment, event schema design, tag management (GTM, Tealium), and real-time campaign delivery; deep experience on adjacent platforms considered in lieu of direct MCP experience - MCP-specific ramp will be provided for strong fundamentals
Experience building decisioning strategies and ML-driven personalization (e.g., Einstein Decisioning, Pega Next-Best-Action, Adobe Sensei), including next-best-action/offer logic, recommendation recipes, and A/B or multivariate testing - required
Working fluency with customer data platforms (CDPs) (e.g., Salesforce Data Cloud, Adobe Real-Time CDP, Segment, Tealium AudienceStream), 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
Comfort reading and debugging JavaScript, JSON, HTML/CSS, and web instrumentation across modern web architectures - required
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.
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 in real-time via Salesforce Marketing Cloud, Data Cloud, and Marketing Cloud Personalization.
Reporting to the Senior Manager of Product Management, the Lead Personalization Platform Engineer is the hands-on technical builder of our real-time personalization capability - owning instrumentation, decisioning, and content activation that shape what each member sees at the moment of engagement, turning unified data and predictive insight into personalized action.
You'll partner across Product Management, Strategy, Architecture, Orchestration Ops, Analytics, and Data to build a capability that scales across business domains without re-engineering.
Your Knowledge and Experience
Minimum 6 years of experience in Product Management, Management Consulting, or Entrepreneurship required - or equivalent hands-on experience as a personalization platform engineer, MarTech engineer, or solutions engineer on enterprise real-time personalization platforms
Requires a BA/BS in Business, Finance, Economics, Public Health, Computer Science, Engineering, or Information Technology or equivalent experience. Graduate degree (e.g. MBA) is highly desirable
Production experience with real-time personalization platforms (e.g., Salesforce MCP/Interaction Studio, Adobe Target, Adobe Experience Platform, Optimizely, Dynamic Yield), including web SDK deployment, event schema design, tag management (GTM, Tealium), and real-time campaign delivery; deep experience on adjacent platforms considered in lieu of direct MCP experience - MCP-specific ramp will be provided for strong fundamentals
Experience building decisioning strategies and ML-driven personalization (e.g., Einstein Decisioning, Pega Next-Best-Action, Adobe Sensei), including next-best-action/offer logic, recommendation recipes, and A/B or multivariate testing - required
Working fluency with customer data platforms (CDPs) (e.g., Salesforce Data Cloud, Adobe Real-Time CDP, Segment, Tealium AudienceStream), 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
Comfort reading and debugging JavaScript, JSON, HTML/CSS, and web instrumentation across modern web architectures - required
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.