Product Strategy Director, Customer Data Platform
📍 Job Overview
Job Title: Product Strategy Director, Customer Data Platform
Company: The Cigna Group
Location: Santa Monica, California, United States (Remote Option Available)
Job Type: Full-Time
Category: Product Management / Digital Strategy / Operations
Date Posted: December 03, 2025
Experience Level: 10+ Years (Implied Senior/Director Level)
Remote Status: Remote OK
🚀 Role Summary
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Lead the strategic vision, roadmap development, and execution for the Customer Data Platform (CDP) within Evernorth's Digital team, focusing on enhancing reliability, adoption, and Return on Investment (ROI).
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Drive the simplification of the data landscape by assessing and making build/buy/retire decisions for overlapping and legacy assets to reduce cost-to-serve.
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Enable personalization at scale by defining and delivering reusable, enterprise-wide platform capabilities that power omnichannel engagement across various communication channels.
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Ensure safe and compliant shipping of data-driven interactions by establishing robust governance for data layers, including AIE, Claims, PHI, and Registration, and enforcing secure access controls.
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Collaborate closely with Product & Technology leadership, Research, Analytics, Clinical teams, Development/Delivery teams, and senior executive stakeholders to define and deliver differentiating solutions.
📝 Enhancement Note: While the title is "Product Strategy Director," the core responsibilities and requirements strongly align with a senior Product Management role focused on a critical data platform. The emphasis on platform capabilities, data governance, cross-functional collaboration, and driving ROI positions this as a key GTM operations-adjacent role. The "Band 5 Management Career Track Role" designation suggests significant leadership and strategic influence.
📈 Primary Responsibilities
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Product Vision & Roadmap Development: Define, evolve, and manage the Customer Data Platform (CDP) vision and roadmap, ensuring alignment with overarching enterprise digital strategy and business objectives. Prioritize initiatives based on strategic impact, user needs, and technical feasibility.
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Requirements Definition & Execution: Translate high-level business objectives and stakeholder needs into detailed product requirements, epics, and user stories with clear, measurable acceptance criteria. Oversee the product lifecycle from ideation through launch and ongoing optimization.
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Platform Capability Enablement: Drive the design and delivery of reusable, enterprise-wide platform features and enablers, potentially including Large Language Models (LLMs), Content Management Systems (CMS), Enterprise Design Systems, and integrating with third-party vendors. Partner closely with engineering and architecture teams.
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Data Governance & Compliance Oversight: Establish and enforce robust governance frameworks for critical data layers (e.g., AIE, Claims, PHI, Registration). Ensure secure, compliant data activation and access controls are implemented and maintained across the CDP.
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Cross-Functional Stakeholder Engagement: Actively engage with executive stakeholders, business leads, functional owners, and teams across Product, Engineering, Analytics, Marketing, and Clinical to ensure CDP capabilities meet diverse business needs, drive adoption, and foster strategic alignment.
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Performance Measurement & Optimization: Define Key Performance Indicators (KPIs) for CDP capability utilization, business impact, and ROI. Monitor platform performance, analyze data, and identify opportunities for continuous enhancement and efficiency improvements.
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Adoption Evangelism & Enablement: Champion the CDP across the organization by supporting adoption through comprehensive training, clear documentation, and close collaboration with customer-facing teams to articulate product positioning, benefits, and use cases.
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Build/Buy/Retire Strategy: Assess the existing technology landscape, identify overlapping or legacy assets, and make strategic build, buy, or retire decisions to simplify the data ecosystem, reduce cost-to-serve, and enable advanced personalization capabilities.
📝 Enhancement Note: The responsibilities highlight a blend of strategic product leadership and deep operational execution, particularly concerning data platforms. The emphasis on "running platform with active customers" and "increase adoption, and ROI" points to a strong focus on operational efficiency and business impact, making this role highly relevant for operations professionals interested in the intersection of product, data, and business outcomes.
🎓 Skills & Qualifications
Education:
Experience:
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Minimum of 7+ years in digital product management, with a strong emphasis on platform products.
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Minimum of 5+ years specifically managing other product managers, demonstrating leadership and team development capabilities.
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5+ years of experience leading platform products (data, MarTech, CDP, decisioning) with a proven track record of achieving enterprise adoption at scale.
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Experience evaluating vendor solutions and legacy stacks, driving consolidate/modernize/retire decisions with demonstrable ROI and migration execution.
Required Skills:
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Product Strategy & Roadmap: Proven ability to define and articulate a compelling product vision and translate it into actionable roadmaps.
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Platform Product Management: Deep expertise in managing complex platform products, ideally within data, MarTech, or CDP domains.
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Data Architecture & Technologies: Technical fluency across data and event architectures (e.g., cloud warehouse/lake, streaming/CDC, identity/consent) and observability (metrics, tracing, logs).
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Cross-Functional Collaboration: Exceptional ability to engage and influence executive stakeholders and collaborate effectively across diverse teams (Product, Engineering, Analytics, Marketing, Clinical, Operations).
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Data-Driven Decision Making: Strong analytical skills with experience in defining KPIs, measuring business impact, and utilizing A/B testing for optimization.
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Communication & Presentation: Superior communication, presentation, and interpersonal skills, with the ability to articulate complex technical concepts to both technical and non-technical audiences.
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Agile Methodologies: Proficiency in Agile development processes, including defining requirements, epics, and user stories with clear acceptance criteria.
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Governance & Compliance: Understanding of data governance principles and experience enforcing compliance and security controls, particularly with sensitive data (PHI).
Preferred Skills:
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API/SDK Management: Ownership of APIs/SDKs, including versioning, deprecation strategies, and compatibility management.
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CDP/Engagement Technologies: Familiarity with specific CDP and engagement technologies (e.g., Redpoint, Adobe RTCDP/Journey Optimizer, Salesforce Marketing Cloud) and data platforms (e.g., Snowflake, Databricks).
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Streaming Frameworks: Experience with streaming data frameworks.
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Vendor Management: Experience in evaluating and managing third-party vendor relationships and solutions.
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Developer Experience: Focus on improving developer experience and driving platform adoption.
📝 Enhancement Note: The requirement for 5+ years managing other product managers and 5+ years in platform products, coupled with the Director title, strongly indicates a senior-level role requiring substantial leadership and strategic product development experience, particularly in data-centric platforms.
📊 Process & Systems Portfolio Requirements
Portfolio Essentials:
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Platform Strategy Case Studies: Demonstrable experience in developing and executing strategies for complex platforms, ideally a CDP or similar data-centric system, showcasing how you drove adoption, improved reliability, and increased ROI.
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Data Governance & Compliance Initiatives: Examples of establishing or significantly improving data governance frameworks, security protocols, and compliance measures for sensitive data (e.g., PHI, PII) within a platform context.
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Build/Buy/Retire Decision Frameworks: Case studies detailing the process of evaluating existing technology stacks, making strategic build/buy/retire recommendations, and managing the execution of such decisions, including ROI analysis.
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Cross-Functional Collaboration Examples: Evidence of successful engagement with diverse stakeholder groups (e.g., executive leadership, engineering, analytics, marketing, clinical) to define requirements, drive alignment, and deliver integrated solutions.
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Metrics & KPI Definition: Portfolio pieces that clearly articulate how you defined, tracked, and utilized KPIs (e.g., platform utilization, adoption rates, business impact, cost savings) to measure success and drive product optimization.
Process Documentation:
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Product Lifecycle Management: Showcase documentation illustrating your approach to managing the entire product lifecycle, from ideation and requirements gathering (epics, user stories) to development oversight, launch, and post-launch optimization.
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Workflow Optimization: Examples of process documentation that highlight how you identified inefficiencies or bottlenecks in data flows, user journeys, or platform operations and implemented solutions for improvement.
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Agile Development Artifacts: Samples of user stories, acceptance criteria, and backlog prioritization artifacts that demonstrate a structured approach to agile product development.
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Stakeholder Communication Plans: Documentation outlining strategies for communicating product roadmaps, strategy updates, and performance metrics to various internal stakeholders, including executive leadership.
📝 Enhancement Note: For a Director-level Product Strategy role overseeing a CDP, a portfolio should not only showcase successful product launches but also demonstrate strategic thinking in platform architecture, data governance, cross-functional leadership, and the ability to articulate business value and ROI. Emphasis should be placed on how processes were optimized or created to achieve these outcomes.
💵 Compensation & Benefits
Salary Range: $158,300 - $263,900 USD per year.
Benefits:
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Comprehensive Health Coverage: Medical, Vision, and Dental insurance plans.
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Holistic Well-being: Access to Well-being and Behavioral Health Programs designed to support overall employee health.
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Retirement Savings: 401(k) plan with a company match to support long-term financial security.
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Financial Protection: Company-paid Life Insurance.
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Professional Development: Tuition Reimbursement to support continued learning and skill enhancement.
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Work-Life Balance: A minimum of 18 days of Paid Time Off (PTO) annually, plus paid holidays.
Working Hours:
- Standard full-time role, likely around 40 hours per week. The remote nature may offer some flexibility, but core business hours and meeting availability are expected.
📝 Enhancement Note: The provided salary range is broad, reflecting a Director-level position with significant responsibility. The specific placement within this range will heavily depend on the candidate's depth of relevant experience, leadership track record, and potentially geographic location (though remote roles often have adjusted compensation bands). The benefits package is robust, typical for a large, established organization like Cigna.
🎯 Team & Company Context
🏢 Company Culture
Industry: Health Services / Insurance / Healthcare Technology. The Cigna Group is a prominent global health services company that "improves the health, well-being, and peace of mind of those we serve." Evernorth Health Services is a division focused on health services, likely encompassing digital health, pharmacy benefits, and care delivery solutions.
Company Size: The Cigna Group is a large enterprise, with tens of thousands of employees globally. This indicates a complex organizational structure with established processes and significant resources.
Founded: The Cigna Group has a long history, with roots tracing back to the 18th century, evolving through mergers and acquisitions. Evernorth was established more recently as a health services brand. This blend of legacy and innovation likely shapes its culture.
Team Structure:
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Reporting: This role reports to the Product Strategy Senior Director, indicating a clear hierarchy within the Product Management function.
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Cross-Functional Collaboration: The role emphasizes close partnership with Product & Technology leadership, Research, Analytics, Clinical teams, Development/Delivery teams, and senior leadership across various business units. This suggests a highly collaborative, matrixed environment.
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Digital Team Focus: The position is within the Evernorth Digital team, suggesting a focus on leveraging technology and data to drive innovation and improve health services.
Methodology:
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Data-Driven Approach: The role heavily emphasizes a data-driven mindset, requiring the use of analytics, A/B testing, and performance metrics to inform strategy and optimize product outcomes.
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Agile Product Development: The responsibilities imply the use of Agile methodologies for platform capability development, translating business objectives into actionable requirements and user stories.
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Strategic Planning & Execution: A core aspect involves strategic thinking, roadmap development, and ensuring execution of platform capabilities that align with broader business goals.
Company Website: https://jobs.thecignagroup.com/us/en
📝 Enhancement Note: Cigna's industry and size suggest a formal, process-oriented environment, but the focus on "Evernorth's Digital team" implies a dynamic, forward-thinking approach to technology and data. Operations professionals will find opportunities to influence efficiency, data utilization, and customer experience at a large scale.
📈 Career & Growth Analysis
Operations Career Level: This role represents a senior leadership position within Product Management, specifically focused on a critical data platform. It's a Director-level role, implying significant strategic responsibility, team leadership (managing other product managers), and direct impact on business outcomes. For operations professionals, this is a strategic GTM-adjacent role where they can leverage their understanding of process, data, and efficiency to drive product strategy and adoption.
Reporting Structure: The role reports to a Senior Director of Product Strategy, placing it within a broader product leadership structure. This provides exposure to higher-level strategic discussions and decision-making processes.
Operations Impact: The role has a direct impact on operational efficiency, cost-to-serve, and the ability to personalize customer interactions at scale. By improving the CDP, this role influences how data is managed, leveraged, and activated across the enterprise, which is fundamental to many sales, marketing, and customer success operations. Driving adoption and ROI for the CDP directly translates to better business performance and reduced operational friction.
Growth Opportunities:
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Leadership Expansion: Potential to grow into a Senior Director or VP-level role, managing larger product portfolios or entire product lines.
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Strategic Influence: Opportunity to shape the long-term digital and data strategy for Evernorth and The Cigna Group, influencing significant investments and organizational direction.
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Specialization Deepening: Further develop expertise in Customer Data Platforms, data governance, MarTech, and scalable platform architectures within a large, complex enterprise.
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Cross-Functional Leadership: Gain experience leading major initiatives that span multiple business units, enhancing skills in stakeholder management and driving enterprise-wide change.
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Mentorship & Development: As a manager of product managers, there's a direct opportunity to mentor and develop talent, honing leadership and coaching skills.
📝 Enhancement Note: This role offers significant growth potential for individuals looking to move into strategic product leadership, especially those with a strong background in operations, data management, or MarTech. The ability to impact enterprise-wide data strategy and drive adoption makes it a high-visibility position with clear advancement paths.
🌐 Work Environment
Office Type: The role is advertised with a primary location in Santa Monica, California, and also offers a remote option within the United States. This suggests a hybrid or fully remote work arrangement is supported. For those in Santa Monica, it would likely be a professional corporate office environment.
Office Location(s):
- Santa Monica, California, United States
Workspace Context:
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Remote Work: For remote employees, a reliable internet connection (cable broadband or fiber optic, minimum 10Mbps download/5Mbps upload) is required. This acknowledges the need for stable connectivity for collaboration and productivity.
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Collaborative Tools: Expect to utilize modern collaboration tools (e.g., Slack, Microsoft Teams, Zoom, Jira, Confluence) for communication, project management, and knowledge sharing, typical of a tech-forward digital team.
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Data-Centric Environment: The role operates within a data-intensive environment, requiring access to and analysis of various data sources and platforms. This implies a workspace equipped with the necessary tools and infrastructure for data handling and analysis.
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Cross-Functional Interaction: The role necessitates frequent interaction with diverse teams, suggesting a dynamic work environment where collaboration is key to success.
Work Schedule:
- Standard full-time hours (likely 40 hours/week) are expected. While remote work offers flexibility, availability during core business hours for meetings and collaboration with teams across different time zones will be crucial.
📝 Enhancement Note: The "Remote OK" status with specific internet requirements indicates a modern approach to work, catering to a distributed workforce. The emphasis on collaboration tools and data access suggests a tech-enabled environment conducive to Product Management and Operations roles.
📄 Application & Portfolio Review Process
Interview Process:
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Initial Screening: A recruiter or HR representative will likely conduct an initial screening to assess basic qualifications, experience, and cultural fit.
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Hiring Manager Interview: A discussion with the Product Strategy Senior Director to delve deeper into strategic thinking, product vision, CDP expertise, and leadership capabilities.
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Panel Interviews: Expect interviews with key cross-functional partners (e.g., engineering leads, analytics leads, business stakeholders) to evaluate collaboration skills, technical understanding, and ability to influence across departments.
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Case Study/Presentation: A common step for senior product roles involves a take-home or live case study. This might involve analyzing a hypothetical CDP challenge, developing a strategy, or presenting a product roadmap. The focus will be on strategic thinking, data-driven rationale, and communication clarity.
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Executive Interview: Potentially a final interview with a more senior leader (e.g., VP of Product, Head of Digital) to assess executive presence, strategic alignment, and overall fit for the organization.
Portfolio Review Tips:
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Focus on Impact & ROI: For each case study or project presented, clearly articulate the business problem, your strategic approach, the actions taken, and the measurable business impact (e.g., increased adoption, improved ROI, reduced cost-to-serve, enhanced personalization capabilities). Quantify results wherever possible.
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Demonstrate Strategic Thinking: Showcase how you developed the product vision, prioritized initiatives, and made critical build/buy/retire decisions. Highlight your understanding of market trends and competitive landscapes.
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Highlight Data Governance & Compliance: Include examples that illustrate your understanding and implementation of data governance, security, and compliance best practices, especially concerning sensitive customer data.
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Showcase Leadership & Collaboration: Provide examples of how you managed and mentored product managers, and how you effectively collaborated with diverse teams to achieve product goals.
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Structure for Clarity: Organize your portfolio with clear titles, concise descriptions, and visual aids (where appropriate) that make it easy for interviewers to understand your contributions and the outcomes.
Challenge Preparation:
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CDP Strategy & Use Cases: Be prepared to discuss common CDP use cases, the challenges of implementing and scaling a CDP, and how to drive adoption and measure ROI.
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Data Architecture & Technologies: Refresh your knowledge of relevant data technologies (cloud data warehouses, streaming, identity resolution) and MarTech/CDP platforms.
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Build vs. Buy Analysis: Understand frameworks for evaluating whether to build in-house, buy a third-party solution, or retire existing technologies, including the associated risks and benefits.
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Stakeholder Management: Prepare examples of how you've managed competing priorities, navigated complex organizational dynamics, and communicated effectively with executive stakeholders.
📝 Enhancement Note: The emphasis on a "running platform with active customers" and driving "adoption and ROI" suggests that the case study or portfolio review will likely focus on practical execution, operational efficiency, and demonstrable business value, rather than purely theoretical product development.
🛠 Tools & Technology Stack
Primary Tools:
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CDP Platforms: Familiarity with or direct experience in managing platforms like Redpoint, Adobe RTCDP/Journey Optimizer, Salesforce Marketing Cloud, or similar enterprise-grade CDPs.
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Data Warehousing & Lakes: Proficiency with cloud data warehouses (e.g., Snowflake) and data lake technologies (e.g., Databricks).
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Data Integration & Streaming: Experience with data integration tools and streaming frameworks (e.g., Kafka, Spark Streaming, CDC technologies).
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Project Management Tools: Tools like Jira, Confluence, Asana, or similar for backlog management, sprint planning, and documentation.
Analytics & Reporting:
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Business Intelligence (BI) Tools: Experience with tools for data visualization and reporting (e.g., Tableau, Power BI, Looker) to monitor KPIs and platform performance.
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Analytics Platforms: Understanding of web/product analytics tools (e.g., Google Analytics, Adobe Analytics) to track user behavior and campaign effectiveness.
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A/B Testing Tools: Familiarity with platforms used for experimentation and optimization.
CRM & Automation:
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CRM Systems: Experience with enterprise CRM systems (e.g., Salesforce) for customer data context.
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Marketing Automation Platforms: Knowledge of how CDPs integrate with and leverage marketing automation tools.
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API/SDK Management: Tools and processes for managing APIs and SDKs, including versioning and deprecation.
📝 Enhancement Note: The specific mention of Snowflake, Databricks, Redpoint, Adobe RTCDP, and Salesforce Marketing Cloud indicates these are highly relevant technologies. Candidates with hands-on experience or deep understanding of these platforms will have a significant advantage.
👥 Team Culture & Values
Operations Values:
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Data-Driven Excellence: A strong emphasis on using data to inform decisions, measure impact, and drive continuous improvement in platform capabilities and operational efficiency.
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Customer-Centricity: A commitment to understanding and serving the needs of internal customers (business units) and ultimately, external customers, by enabling personalized and effective interactions.
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Collaboration & Transparency: Fostering an environment where open communication, knowledge sharing, and cross-functional teamwork are paramount to achieving shared goals.
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Innovation & Agility: Encouraging a proactive approach to identifying new opportunities, embracing new technologies, and adapting to a rapidly evolving digital landscape.
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Accountability & Ownership: Taking responsibility for product outcomes, driving initiatives to completion, and demonstrating a clear impact on business objectives.
Collaboration Style:
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Cross-Functional Integration: The role requires seamless integration with engineering, analytics, marketing, clinical, and business operations teams. Collaboration is expected to be highly proactive and partnership-oriented.
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Process Optimization Focus: A culture that values identifying and improving workflows, data processes, and system integrations to enhance efficiency and effectiveness.
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Feedback Loops: Embracing a culture where regular feedback is exchanged, particularly between product, engineering, and business stakeholders, to ensure alignment and continuous improvement.
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Knowledge Sharing: Encouraging the sharing of best practices, lessons learned, and insights across teams to foster collective growth and elevate overall operational maturity.
📝 Enhancement Note: Given Cigna's industry and scale, expect a culture that balances innovation with a strong emphasis on compliance, data integrity, and measurable business outcomes. The "Evernorth Digital" aspect suggests a more agile, tech-focused sub-culture within the larger organization.
⚡ Challenges & Growth Opportunities
Challenges:
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Data Complexity & Silos: Navigating and unifying complex, potentially siloed data sources across a large enterprise to create a cohesive and actionable CDP.
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Scalability & Performance: Ensuring the CDP can scale to meet the growing demands of personalization and omnichannel engagement while maintaining high reliability and performance.
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Cross-Functional Alignment: Gaining consensus and driving adoption across numerous business units with diverse needs and priorities.
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Balancing Innovation with Compliance: Introducing new capabilities and technologies while strictly adhering to healthcare regulations, data privacy laws (e.g., HIPAA), and internal compliance policies.
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Legacy System Integration/Modernization: Strategically managing the transition from or integration with legacy systems, balancing cost, risk, and the speed of modernization.
Learning & Development Opportunities:
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Advanced Data Strategy: Deepen expertise in enterprise data strategy, data governance, and the application of advanced analytics and AI/ML in customer engagement.
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Platform Architecture: Gain in-depth knowledge of scalable cloud data architectures and MarTech/CDP ecosystem integrations.
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Healthcare Industry Insights: Develop a nuanced understanding of the healthcare industry's unique data challenges, regulatory landscape, and customer engagement nuances.
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Leadership & Management: Hone leadership skills through managing a team of product managers and influencing senior leadership.
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Industry Events & Certifications: Opportunities to attend relevant industry conferences (e.g., MarTech, data analytics, CDP specific events) and pursue certifications.
📝 Enhancement Note: These challenges are typical for a senior role managing a critical data platform in a highly regulated industry. Overcoming them will require strong strategic thinking, operational acumen, and excellent stakeholder management skills, all of which contribute to significant professional growth.
💡 Interview Preparation
Strategy Questions:
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"Describe your approach to developing a product strategy for a Customer Data Platform. How would you balance enterprise-wide needs with specific business unit requirements?" (Focus on stakeholder analysis, market trends, data governance, and phased rollout).
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"Walk me through a time you had to make a significant build/buy/retire decision for a platform component. What was your process, what factors did you consider, and what was the outcome?" (Highlight analytical rigor, ROI calculation, risk assessment, and execution management).
Company & Culture Questions:
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"Based on your understanding of The Cigna Group and Evernorth, what do you see as the biggest opportunities and challenges for a CDP in this organization?" (Demonstrate research into the company's business, digital initiatives, and industry context).
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"How would you foster collaboration between the CDP team, engineering, analytics, and various business units like marketing or clinical operations?" (Highlight your approach to building relationships, communication strategies, and conflict resolution).
Portfolio Presentation Strategy:
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Structure Your Narrative: For each project in your portfolio, follow a clear STAR method (Situation, Task, Action, Result). Focus on the "Action" and "Result" to showcase your strategic thinking and impact.
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Quantify Everything: Wherever possible, use numbers and data to demonstrate the scale of the problem, your actions, and the achieved results (e.g., "increased adoption by X%", "reduced cost-to-serve by Y%", "enabled Z new personalization campaigns").
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Highlight CDP Specifics: Emphasize your experience with CDP functionalities, data architecture, governance, and driving adoption. If you don't have direct CDP experience, draw parallels from similar data platform or MarTech roles.
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Address Challenges Proactively: Be prepared to discuss any challenges faced during projects and how you overcame them. This shows resilience and problem-solving skills.
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Tailor to Cigna/Evernorth: If possible, connect your portfolio examples to the known challenges or strategic objectives of The Cigna Group or Evernorth.
📝 Enhancement Note: Interview preparation should focus on demonstrating strategic product leadership, deep technical understanding of data platforms, a strong command of operations and efficiency principles, and the ability to navigate complex, regulated environments.
📌 Application Steps
To apply for this Product Strategy Director position:
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Submit Your Application: Utilize the provided link or application portal on The Cigna Group's careers site.
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Tailor Your Resume: Ensure your resume clearly highlights your experience in digital product management, platform products, data strategy, CDP-related technologies, team leadership, and driving measurable business outcomes (ROI, adoption, efficiency). Use keywords from the job description naturally.
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Prepare Your Portfolio: Curate a portfolio that showcases your most impactful projects, focusing on strategic thinking, data governance, cross-functional collaboration, and quantifiable results. Be ready to present 2-3 key case studies that align with the role's requirements.
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Research Cigna & Evernorth: Understand The Cigna Group's mission, Evernorth's role, their digital strategy, and the healthcare services landscape. This will help you articulate your fit and ask insightful questions.
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Practice Your Narrative: Rehearse your responses to common interview questions, particularly those related to product strategy, platform management, data governance, and leadership. Be ready to clearly articulate your experience and how it translates to success in this role.
⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with The Cigna Group hiring organization before making application decisions.
Application Requirements
Candidates should have a minimum of a Bachelor's degree and at least 7 years of experience in digital product management, including 5 years managing other product managers. Experience with platform products and technical fluency in data architectures is essential.