Lead Product Manager, Member Communications (Braze / Lifecycle CRM)

We’re looking for a Lead Product Manager to own and scale the omni-channel member communication strategy across our Wellbeing and Health experiences. This role sits at the intersection of product, lifecycle/CRM, and member engagement, and will play a critical part in strengthening how millions of members enroll, onboard, engage, and take action toward better health.

This is an exciting opportunity for someone who has deep experience with Braze or modern lifecycle platforms and wants to drive strategy, roadmap, cross-functional alignment, and measurable member impact. You’ll lead the vision while partnering closely with Braze SMEs, Data, Engineering, and our DCO/Stitch teams to bring campaigns and journeys to life.

If you love lifecycle strategy, omni-channel journeys, and using communication to drive real behavioral outcomes at scale, this role is for you.

• Lead the product strategy for member communications across email, push, SMS, in-app, and emerging channels

• Define the roadmap for onboarding, lifecycle, and engagement journeys that drive enrollment, retention, and meaningful member actions

• Establish KPIs for communication performance and member behavior outcomes

• Work directly in Braze to build campaigns, design templates, & define data mappings

• Partner with Engineering, Data, Stitch, and DCO teams to ensure campaigns are enabled with the right data, triggers, and personalization

• Collaborate with Health, Wellbeing, and Live Services teams to align messaging across programs

• Drive governance of Braze usage and best practices across the organization

• Build lightweight campaigns, templates, or experiments in Braze as needed (light hands-on)

• Run A/B tests, evaluate performance, and refine journeys to drive continuous improvement

• Ensure communications are compliant, on-brand, and member-centric

• 5–7+ years of experience in lifecycle marketing, CRM product ownership, product growth, or omni-channel communications

• Proven experience owning or co-owning strategy for lifecycle journeys across channels

• Hands-on experience with Braze, Iterable, SFMC, or modern marketing automation platforms

• Strong understanding of segmentation, triggers, personalization, data-driven communications, and experimentation

• Experience partnering with engineering and data teams on data needs, campaign requirements, and system design

• Strong analytical skills — able to evaluate funnel performance, member behavior, and channel effectiveness

• Excellent communication and stakeholder leadership skills; able to align teams around a shared vision

• Experience working with health, wellness, behavioral change, or consumer engagement is a plus