Job DescriptionYour RoleThe
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.
ResponsibilitiesYour WorkIn this role, you will:
- 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
- Implement and instrument the Marketing Cloud Personalization web SDK across member-facing digital properties, including event tracking, identity resolution, and consent-aware data capture
- Build Einstein decisioning models, strategies, and recipes that deliver personalized content, offers, and experiences to members in real time
- Design catalog architecture and sitemap configuration that enable contextual and behavioral personalization across care navigation, plan selection, and member education
- Activate Salesforce Data Cloud unified profiles, calculated insights, and predictive scores into MCP decisioning at the moment of member engagement
- Establish technical documentation, platform standards, and reusable patterns that allow the Personalization Engine to scale across business domains
QualificationsYour 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
HybridThis 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.
Physical Requirements:Office Environment - roles involving part to full time schedule in Office Environment. Based in our physical offices and work from home office/deskwork - Activity level: Sedentary, frequency most of work day.
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