• Leads the end-to-end product lifecycle, from concept and feasibility through development, launch, and performance evaluation to assure alignment with Sanford Health System and Sanford Health Plan strategic goals. • Collaborates with leadership, Performance Excellence, and cross-functional teams to ensure product feasibility, translating market needs into actionable requirements that drive the development of market-driven products and services. • Develops and manages comprehensive product plans, including cost-benefit analyses, budgets, schedules, and work plans to support the ongoing success of assigned product lines. • Coordinates and leads multidisciplinary teams to assess market opportunities, determine financial viability, and evaluate sales potential. • Maintains a strong understanding of marketing strategies including mobile applications, social media, and SEO/SEM to support the Health Plan's digital engagement and overall marketing outreach efforts. • Participates in and leads cross-functional initiatives that support Product Development goals, including product performance tracking, enhancement planning, and retirement strategies. • Evaluates and integrates data to inform lifecycle decisions and ensure continuous improvement. • Develops competitive intelligence tools to assess Sanford Health Plan and Sanford Health System product positioning in the market and identify opportunities for innovation and differentiation. • Integrates multiple complex business cases into a cohesive product portfolio strategy, making recommendations to achieve optimal product mix for target market segments. • Leads stakeholder engagement throughout the product development lifecycle, establishing regular communication, facilitating discussions, and preparing for executive and governance reviews. • Communicates the status of product line strategies and execution to Product Development leadership on an ongoing basis. • Ensures that all product offerings comply with applicable regulations by working closely with internal regulatory and legal teams, and when applicable, with external regulators to meet submission, filing, and reporting requirements. • Maintains ongoing competency in product management practices and regulatory requirements, ensuring the skills, knowledge, and abilities necessary to perform within scope.