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

Overview 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. Responsibilities Lead the product strategy for member communications across email, push, SMS, in-app, and emerging channelsDefine the roadmap for onboarding, lifecycle, and engagement journeys that drive enrollment, retention, and meaningful member actionsEstablish KPIs for communication performance and member behavior outcomesWork directly in Braze to build campaigns, design templates, & define data mappingsPartner with Engineering, Data, Stitch, and DCO teams to ensure campaigns are enabled with the right data, triggers, and personalizationCollaborate with Health, Wellbeing, and Live Services teams to align messaging across programsDrive governance of Braze usage and best practices across the organizationBuild lightweight campaigns, templates, or experiments in Braze as needed (light hands-on)Run A/B tests, evaluate performance, and refine journeys to drive continuous improvementEnsure communications are compliant, on-brand, and member-centric Qualifications 5–7+ years of experience in lifecycle marketing, CRM product ownership, product growth, or omni-channel communicationsProven experience owning or co-owning strategy for lifecycle journeys across channelsHands-on experience with Braze, Iterable, SFMC, or modern marketing automation platformsStrong understanding of segmentation, triggers, personalization, data-driven communications, and experimentationExperience partnering with engineering and data teams on data needs, campaign requirements, and system designStrong analytical skills — able to evaluate funnel performance, member behavior, and channel effectivenessExcellent communication and stakeholder leadership skills; able to align teams around a shared visionExperience working with health, wellness, behavioral change, or consumer engagement is a plus