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 88.8million 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. The Sr. Manager, Digital Product – Medicaid Digital Engagement is a member of the Aetna Digital Communication and Engagement Team and is responsible for owning both the product execution and strategic vision for how Medicaid members discover, adopt, and meaningfully engage with the digital tools and platforms available to them.

This role operates at the intersection of omnichannel engagement delivery, health equity, behavioral science, and data analytics — and serves as a force multiplier for the broader digital product organization. This position owns the product vision and end‑to‑end execution for Medicaid‑focused digital engagement capabilities — including RCS, Email, In‑App Messaging, SMS, and Push — ensuring messaging, orchestration, and personalization experiences are delivered through the right channel, at the right time, with measurable impact on member outcomes.

The role defines and refines user stories, prioritizes the team backlog, and serves as the primary approver for stories marked complete. If you are a strategic thinker with a passion for equitable digital access, a collaborative leader who can rally cross‑functional teams around a shared mission, and someone who sees the digital divide not as a limitation but as a challenge to be solved — we want to hear from you.

• 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…