Product Marketing Strategist, Principal - Digital GTM

Your Role
The Product Marketing team oversees the Go-to-Market (GTM) strategy and delivery of multiple Blue Shield products, enabling Marketing, Product (e.g., Digital Experience, Product Strategy, Healthcare Quality & Affordability), and Sales to bring offerings to market successfully. The Product Marketing Strategist, Digital GTM, Principal reports to the Senior Manager of Product Marketing and owns GTM strategy and delivery for Digital Experience. This includes understanding enterprise priorities and product roadmap, translating insights to action, creating competitive positioning, messaging, and value proposition deliverables, and ensuring consistent digital GTM execution.

Responsibilities

Own GTM strategy development for digital offerings and enhancements, ensuring alignment with business objectives and customer needs.

Build strong relationships across teams and stakeholders to ensure alignment and collaboration on digital GTM initiatives.

Champion the voice of the customer using market research, competitive intelligence, and data analytics.

Translate insights into actionable strategies that inform the Digital Experience GTM.

Influence senior leaders and cross‑functional partners to challenge thinking and drive GTM strategy direction.

Partner with Digital Experience, Product, Marketing, and Sales to craft a clear digital story, including positioning, messaging, value proposition, and proof points that resonate with B2B/B2C audiences.

Distill complex problems, connect strategic insights, and craft resolutions that align with your strategic go‑to‑market.

Drive digital GTM strategy and execution across teams to maximize target audience reach and engagement, delivering on‑time and on‑budget.

Serve as a thought leader on digital trends and best practices with a clear understanding of Blue Shield of California’s emerging digital technologies.

Define KPIs and leverage analytics to measure the success of Digital Experience GTM, continuously optimizing for improved outcomes.

Create and deliver presentations to appropriate audiences.

Represent Blue Shield in external forums and customer engagements when needed.

Work closely with the Senior Manager for direction on large‑scale, complex projects.

Qualifications

Bachelor’s degree or equivalent experience.

At least 10 years of relevant experience in product marketing, marketing, product strategy, or related field.

Experience leading digital transformation initiatives and delivering measurable business impact.

Experience driving go‑to‑market initiatives with multiple stakeholders.

Experience in digital products, marketing, product strategy, or technology‑driven environments.

Experience using market research, competitive insights, and performance data to champion the voice of the customer to stakeholders.

Experience in B2B, B2C, and/or B2B2C environments.

Highly adaptive communicator and collaborative leader with a growth mindset.

Demonstrated ability to manage complex projects and influence senior stakeholders.

Strong business acumen with critical thinking, problem‑solving, and decision‑making expertise, collaborating with cross‑functional partners to drive clarity.

Excellent interpersonal, negotiation, written, and verbal communication skills.

Digital health or SaaS experience strongly preferred.

Hybrid Work
This role requires employees to work in‑office at least two days per week, with flexibility based on business needs. Employees living more than 50 miles from an office location will work with their manager to determine in‑office time.

Equal Employment Opportunity
External hires must pass a background check and drug screen. Qualified applicants with arrest records and/or conviction records will be considered for employment in a manner consistent with Federal, State and local laws, including the San Francisco Fair Chance Ordinance. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, sexual orientation, gender identity, protected veteran status, or disability status and any other classification protected by Federal, State and local laws.

Job Information
Job Identification: 20261035

Job Category: Marketing and Product Management

Posting Date: 2026-06-04T16:17:48+00:00

Job Schedule: Full time

Locations:

El Dorado Hills, CA, United States

Long Beach, CA, United States

Lodi, 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

Pay Range for California: $148,940.00 to $223,300.00

Pay Range for Bay Area: $167,896.00 to $251,720.00

Role can be filled by a candidate requiring sponsorship: No

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