Senior Manager Digital Product - Digital Engagement

We're building a world of health around every individual - shaping a more connected, convenient and compassionate health experience. At CVS Health®, you'll be surrounded by passionate colleagues who care deeply, innovate with purpose, hold ourselves accountable and prioritize safety and quality in everything we do. Join us and be part of something bigger - helping to simplify health care one person, one family and one community at a time.

Medicaid serves approximately 88.8 million people - over 26% of the U.S. population - spanning children, working adults, individuals with disabilities, pregnant women, and seniors. This is one of the most diverse, dynamic, and underserved member bases in American healthcare, and it deserves digital experiences built with intention, empathy, and rigor.

• Develop and own the end-to-end Medicaid member digital engagement strategy, defining how members are activated, onboarded, retained, and re‑engaged across the full suite of digital tools - including member portals, mobile apps, telehealth platforms, AI‑powered bots, SMS/email campaigns, and self‑service features.
• Establish a digital‑first engagement framework that balances scalable digital channels with appropriate human touchpoints for members who face digital access or literacy barriers.
• Align digital engagement investments to measurable outcomes - including adoption rates, response rates, cost per engagement, care gap closures, and HEDIS/quality measure improvements - ensuring clear ROI accountability.
• Map and continuously refine the Medicaid member journey across touchpoints - from enrollment and eligibility renewal through care navigation and benefits utilization - identifying high‑impact moments for digital intervention.
• Design engagement strategies that address known barriers to adoption, including the digital divide, device and data plan affordability, health and digital literacy gaps, language and cultural barriers, and trust and privacy concerns.
• Integrate Social Determinants of Health (SDOH) insights into engagement strategies, leveraging digital platforms to proactively identify and address barriers related to housing, food security, transportation, and other social needs.

• Define and drive the product roadmap for digital engagement platforms and capabilities - including RCS, Email, In‑App Messaging, Push, and SMS - aligning product vision with business goals, member needs, and Medicaid‑specific engagement strategies.
• Own end‑to‑end digital engagement experiences, ensuring consistent, coordinated, and personalized messaging across all channels and touchpoints throughout the member lifecycle.
• Translate engagement strategies and business objectives into actionable features and user stories, driving execution within a SAFe train structure.
• Serve as the primary approver for stories marked complete, ensuring work meets quality expectations and agreed delivery standards.
• Inform product and UX roadmaps by translating deep Medicaid member understanding into design requirements that prioritize accessibility, low‑literacy readability, multilingual support, and mobile‑first experiences.

• Work closely with product leads, marketing, analytics, clinical, and operational stakeholders across business segments to ensure cohesive planning, prioritization, and execution of Medicaid engagement initiatives.
• Guide cross‑functional teams - including engineering, UX, data science, analytics, and marketing technology partners - through discovery, delivery, and continuous improvement of engagement capabilities.
• Build and manage relationships with external partners - including community‑based organizations, Managed Care Organizations (MCOs), digital health vendors, and technology platforms - to extend reach and enhance digital capabilities.
• Communicate strategy, progress, and results to senior leadership and stakeholders at all levels, translating complex data and member insights into clear, actionable narratives that build organizational buy‑in.
• Partner with state agencies,…