What are the responsibilities and job description for the Lead Personalization Platform Engineer position at Blue Shield of CA?
Your Role
The Platform Strategy & Operations team, within Blue Shield of California's Intelligent Automation & AI organization, owns BSC's member intelligence and orchestration layer - unifying member data, generating predictive insights, and activating personalized experiences across web, mobile, and connected channels in real-time via Salesforce Marketing Cloud, Data Cloud, and Marketing Cloud Personalization.
Reporting to the Senior Manager of Product Management, the Lead Personalization Platform Engineer is the hands-on technical builder of our real-time personalization capability - owning instrumentation, decisioning, and content activation that shape what each member sees at the moment of engagement, turning unified data and predictive insight into personalized action.
You'll partner across Product Management, Strategy, Architecture, Orchestration Ops, Analytics, and Data to build a capability that scales across business domains without re-engineering.
Your Knowledge and Experience
- Minimum 6 years of experience in Product Management, Management Consulting, or Entrepreneurship required - or equivalent hands-on experience as a personalization platform engineer, MarTech engineer, or solutions engineer on enterprise real-time personalization platforms
- Requires a BA/BS in Business, Finance, Economics, Public Health, Computer Science, Engineering, or Information Technology or equivalent experience. Graduate degree (e.g. MBA) is highly desirable
- Production experience with real-time personalization platforms (e.g., Salesforce MCP/Interaction Studio, Adobe Target, Adobe Experience Platform, Optimizely, Dynamic Yield), including web SDK deployment, event schema design, tag management (GTM, Tealium), and real-time campaign delivery; deep experience on adjacent platforms considered in lieu of direct MCP experience - MCP-specific ramp will be provided for strong fundamentals
- Experience building decisioning strategies and ML-driven personalization (e.g., Einstein Decisioning, Pega Next-Best-Action, Adobe Sensei), including next-best-action/offer logic, recommendation recipes, and A/B or multivariate testing - required
- Working fluency with customer data platforms (CDPs) (e.g., Salesforce Data Cloud, Adobe Real-Time CDP, Segment, Tealium AudienceStream), including identity resolution, audience segmentation, computed traits/calculated insights, and activation into personalization channels; familiarity with supporting data infrastructure (Snowflake, SQL, Kafka, MuleSoft) is a plus
- Comfort reading and debugging JavaScript, JSON, HTML/CSS, and web instrumentation across modern web architectures - required
- Experience integrating personalization platforms with enterprise CMS and DAM systems (e.g., Adobe Experience Manager, AEM Assets) for content authoring, asset governance, and personalized content delivery workflows is a plus
- Experience integrating MCP with Salesforce Marketing Cloud Engagement and broader Customer 360 architectures preferred
- Background in regulated industries (healthcare, financial services, insurance) with understanding of consent management and PII handling is a plus
Hybrid
This role requires employees to be in-office based on our hybrid workplace model, balancing purposeful in-person collaboration with flexibility. For most teams, this means coming into the office two days each week.
Employees living more than 50 miles from an office location will work with their manager to determine in-office time based on business need.
External hires must pass a background check/drug screen. Qualified applicants with arrest records and/or conviction records will be considered for employment in a manner consistent with Federal, State and local laws, including but not limited to the San Francisco Fair Chance Ordinance. All qualified applicants will receive consideration for employment without regards to race, color, religion, sex, national origin, sexual orientation, gender identity, protected veteran status or disability status and any other classification protected by Federal, State and local laws.