Job DescriptionYour RoleThe 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 will report to the Senior Manager of Product Marketing. In this role you will own GTM strategy and delivery for Digital Experience, including understanding enterprise priorities and product roadmap, translating insights to action in the creation of product marketing deliverables such as competitive positioning, messaging and value proposition, and ensuring a cohesive and consistent digital GTM execution. Collaborating with key Digital Experience, Product, Marketing and Sales partners, this role acts as a strategic advisor and proactively drives cross-functional alignment in the development and launch of digital offerings, enhancements, and experiences.
ResponsibilitiesYour WorkIn this role, you will:
- 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 to understand customer needs, pain points, and opportunities
- Translate insights into actionable strategies that inform the Digital Experience GTM
- Influence Senior Manager, Director, Senior Director, and cross-functional partners to challenge thinking and drive GTM strategy direction based on insights
- Partner with Digital Experience, Product, Marketing and Sales to craft a clear and compelling digital story including positioning, messaging, value proposition, and proof points that resonate with B2B/B2C audiences and differentiates Blue Shield of California's digital offerings in the marketplace
- 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 that enhance engagement and operational efficiency
- 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
- Be a representative in external forums and customer engagements when needed
- Work closely with Senior Manager for direction on large scale, complex projects
QualificationsYour Knowledge and Experience - Requires a bachelor's degree or equivalent experience
- Requires at least 10 years of prior relevant experience in product marketing, marketing, product strategy, or related field
- Requires experience leading digital transformation initiatives and delivering measurable business impact
- Requires experience driving go-to-market initiatives with multiple stakeholders
- Requires experience in digital products, marketing, product strategy, or technology-driven environments
- Requires experience using market research, competitive insights, and performance data to champion the voice of the customer to stakeholders
- Requires experience in B2B, B2C, and/or B2B2C environments
- Highly adaptive communicator and collaborative leader with a growth mindset
- Demonstrates ability to manage complex projects and influence senior stakeholders
- Strong business acumen with critical thinking, problem-solving and decision-making expertise in collaboration with cross-functional partners, driving clarity when and where needed
- Demonstrates strong personal, people, thought and results leadership, with excellent interpersonal, negotiation, written and verbal communication skills
- Digital health or SaaS experience strongly preferred
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.
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