Position Summary

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.

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.

Why This Role Matters

The healthcare industry is moving toward a digital-first engagement model, with rapid scaling of outreach through member portals, email, SMS, and AI-powered channels. Yet Medicaid members face disproportionate barriers to digital adoption — including limited broadband access (Medicaid households are 9% less likely to have broadband than non-Medicaid households), lower digital literacy, language barriers, and mistrust of digital platforms.

This role exists to close the gap between digital potential and real-world adoption for one of the most vulnerable populations in the U.S. healthcare system — while simultaneously driving best-in-class channel execution and engagement performance across Aetna's digital platforms.

Key Responsibilities:

Medicaid Digital Engagement Strategy

• 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.

Omnichannel Engagement Product Ownership

• 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.

Cross-Functional Collaboration & Stakeholder Management

• 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, MCOs, providers, and community-based organizations to align engagement strategies with the broader Medicaid member ecosystem.

Data, Analytics & Engagement Optimization

• Define and track KPIs such as open rates, click-through rates, conversion, engagement lift, channel effectiveness, member adoption, activation depth, and health outcomes.
• Leverage data, research, experimentation, and A/B testing to identify engagement opportunities, optimize channel performance, and improve member and colleague outcomes.
• Utilize predictive analytics and AI/ML insights to identify at-risk members, personalize outreach, anticipate care gaps, and automate targeted interventions at scale.
• Champion interoperability and data exchange standards (e.g., FHIR) to ensure seamless data flow across systems and enable a unified view of the member that supports personalized engagement.
• Monitor industry trends, emerging technologies, competitive intelligence, and CMS/state regulatory developments to continuously inform and evolve the engagement strategy.

Compliance, Health Equity & Digital Inclusion

• Ensure all digital engagement activities comply with federal and state regulatory requirements, including HIPAA, CMS guidelines, state Medicaid contract obligations, consent management frameworks, and relevant emerging legislation.
• Champion health equity and digital inclusion, ensuring engagement strategies actively reach members across the digital divide — including those in rural areas, those with limited English proficiency, and those with disabilities.
• Proactively manage interdependencies, platform constraints, vendor integrations, and delivery risks across engagement technologies.
• Foster a culture of continuous learning, experimentation, and human-centered design within the engagement team and across partner teams.
• Stay informed on digital engagement trends, emerging messaging technologies, and best practices in personalization, consent management, and customer communications.

Required Qualifications

• 7+ years of experience in digital product management or digital strategy, with a strong track record of delivering digital engagement, messaging, or customer communication platforms at scale. Experience in healthcare, digital health, marketing technology, or regulated industries preferred.
• 7+ years of experience developing product strategies and managing complex roadmaps for engagement channels such as Email, Push Notifications, In-App Messaging, RCS, SMS, or similar platforms.
• 7+ years of experience developing and executing digital engagement strategies that drove measurable adoption, retention, and health outcomes in complex, multi-stakeholder environments.
• 5+ years of experience working in Agile/SAFe environments, leading cross-functional teams and product ceremonies.
• 5+ years of experience partnering with marketing, analytics, and technology teams to deliver data-driven, personalized engagement experiences.
• 5+ years of experience using analytics, experimentation, and performance metrics including A/B testing, segmentation, and predictive models — to guide engagement optimization and product decisions.
• Must be able to work East Coast business hours.

Preferred Qualifications

• Experience in large, matrixed organizations, including experience leading or managing teams of engagement, marketing, or digital professionals.
• Experience with the Medicaid member ecosystem, including the roles and interactions of state agencies, MCOs, providers, CMS, and community-based organizations, and the unique needs of the populations they serve.
• Experience navigating healthcare regulatory environments, including familiarity with HIPAA, CMS regulations, state Medicaid contract requirements, and quality measurement frameworks (e.g., HEDIS, CAHPS).
• Familiarity with healthcare interoperability standards (FHIR, HL7) and Medicaid Management Information Systems (MMIS) modernization initiatives.
• Experience designing for health equity and digital accessibility, including ADA compliance, low-literacy design principles, and multilingual content strategies.
• Knowledge of Social Determinants of Health (SDOH) screening and referral workflows and how digital tools can support closed-loop SDOH interventions.
• Hands-on experience with engagement platforms, analytics tools, and marketing technology stacks (e.g., Braze, Salesforce Marketing Cloud, or similar).
• Familiarity with healthcare data, compliance frameworks, and consent-driven engagement strategies in regulated environments.
• Strong communication and business acumen skills, with the ability to bridge technical and non-technical audiences and influence senior stakeholders.

Education

Bachelor's degree in Business, Healthcare Administration, Public Health, Digital Strategy, or a related field and/or equivalent work experience required.

Master's degree (MBA, MPH, MHA, or related) preferred.