Digital Product Manager

Job description

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 tra...