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Blue Cross Blue Shield of Massachusetts Health Engagement Senior Product Manager (Digital Products) in Boston, Massachusetts

Ready to help us transform healthcare? Bring your true colors to blue.

This role is approved for the following personas: e-worker, mobile and resident. The Health Engagement Senior Product Manager role is part of the Health Engagement Division. This position reports to the Senior Director of Health Engagement.

Job Description:

The Health Engagement Senior Product Manager will develop and manage digital products. This position is responsible for the active development and management of BlueFit and other digital products including performance measurement against KPIs. This management position is also responsible for product strategy in development including the creation of product roadmaps to support the development of next generation products.

The Health Engagement Senior Product Manager will exhibit effective cross-functional product management and leadership, implement nimble business strategies, build and market innovative new products benefits and services, develop strong internal and external relationships; and communicate effectively at all levels of the organization.

Key Accountabilities:

Strategy and Planning

  • Provide oversight and direction to advance the BlueFit strategy

  • Track product performance against goals

  • Monitor market developments and digital product trends

  • Evaluate effectiveness of new digital product concepts and assess alignment or fit with our strategy

  • Partner with key stakeholders i.e., Product Management, Digital Marketing, Indigo, Finance, Sales and Product Marketing to help inform, define and develop market leading products to serve customers.

  • Fully understand provider, employer and customer marketplace needs, external environmental influences, and competitive offerings to inform product solution strategies

  • Maintains a solid understanding of corporate strategies, directions, offerings, services, market and competition.

  • Grow and evolve digital products as needed and assess options to expand to new markets


  • Understand the business and industry in order to clarify business issues and be able to deliver results that are measured against defined KPIs.

  • Monitor the performance and effectiveness of BlueFit to ensure BCBSMA remains competitive and is achieving strategic objectives.

  • Leverage analysis and planning for products including market research, needs assessments, competitive analysis, membership and revenue potential, etc. to create product plans, develop and build new products and identify needed changes to existing products.

  • Apply understanding and insights regarding how to evolve products in support of the BCBSMA consumer engagement strategy and that create exceptional


  • Responsible for implementing new products and product features

  • Follow the established BCBSMA Market Launch Planning (MLP) process for applicable projects, with specific focus on the product development and portfolio management phases.

  • Ensure all market facing components or new product and program launches are addressed.

  • Submit Corporate Business Plan (IT) projects that are identified. Develop business cases and champion requests for support of future development of the product portfolio and market enhancements as required.

  • Collaborate with Marketing team(s) to incorporate brand and advertising and multi-channel marketing strategies into product launches and the creation of marketing communications materials, including press and product releases, collateral and direct mail activities, ensuring the content accuracy, quality, messaging and timeliness.

  • Partner with IT for high level and detailed business requirements; create end-to-end design

Qualifications: (Knowledge, skills and abilities)


  • Experience with health care products and digital marketing

  • Must have a good grasp of health care industry


  • Demonstrates excellent oral and written communications through organizing and leading meetings and work teams, analysis and report generation, correspondence, and preparing and delivering presentations at all levels of the organization.


  • Customer focused with strong strategic, analytical, planning and goal setting skills.

  • Problem solver who thrives in a fast-paced environment.

  • Develop and maintain effective working relationships and provide high quality service with key internal customers.

  • A self-motivator who can gather, interpret and distribute information quickly and clearly both verbally and in writing.

  • Long-range planning skills, and ability to prioritize and integrate with short-term activity.

  • Ability to read, analyze, and interpret contracts, regulations, common policies and procedures, reports, and legal documents.

  • Demonstrated ability and willingness to make sound business recommendations and decisions.

  • Ability to engender trust and confidence; high sense of integrity and ethics.

Education/Relevant Experience:

  • Bachelor’s Degree required, Master’s Degree preferred in business or health related industry with 5 - 10 years’ relevant industry experience.

Minimum Education Requirements:

High school degree or equivalent required

LocationBoston, QuincyTime TypeFull time

At Blue Cross Blue Shield of Massachusetts, we believe in wellness and that work/life balance is a key part of associate wellbeing. We provide a flexible hybrid work model in which roles are designated as resident (on site 4-5 days/week), mobile (on site 1-3 days/week), or eworker (on site 0-3 days/month).

Blue Cross Blue Shield of Massachusetts, has a COVID-19 vaccination requirement for building entry. Your offer of employment is dependent upon either being fully vaccinated for COVID-19, or receiving an eworker exemption and/or accommodation based on a disability or sincerely held religious belief, practice, or observance by submitting a request to Human Resources.

Voted as the highest in member satisfaction among Massachusetts commercial health plans by JD Power , Blue Cross Blue Shield of Massachusetts is a community-focused, tax-paying, not-for-profit health plan headquartered in Boston. We have been a market leader for over 75 years, and are consistently ranked among the nation's best health plans. Our daily efforts are dedicated to effectively serving our 2.8 million members, and consistently offering security, stability, and peace of mind to both our members and associates.

Our Commitment to You

We are committed to investing in your development and providing the necessary resources to enable your success. We are dedicated to creating a refreshing and rewarding workplace that promotes excellence and provides opportunities for employees to forge their unique career path. We take pride in our diverse, community-centric, wellness-focused culture and believe every member of our team deserves to enjoy a positive work-life balance.

Blue Cross Blue Shield of Massachusetts is an Equal Employment / Affirmative Action Employer. Applicants are considered for all positions without regard to race, color, religion, sex, national origin, age, veteran status, disability, sexual orientation, gender identity or expression, or any other characteristics protected by law.

Blue Cross Blue Shield of Massachusetts will not discharge or in any other manner discriminate against employees or applicants because they have inquired about, discussed, or disclosed their own pay or the pay of another employee or applicant. However, employees who have access to the compensation information of other employees or applicants as a part of their essential job functions cannot disclose the pay of other employees or applicants to individuals who do not otherwise have access to compensation information, unless the disclosure is (a) in response to a formal complaint or charge, (b) in furtherance of an investigation, proceeding, hearing, or action, including an investigation conducted by the employer, or (c) consistent with Blue Cross Blue Shield of Massachusetts's legal duty to furnish information.