• 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. • 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. • Leads stakeholder engagement throughout the product development lifecycle, establishing regular communication, facilitating discussions, and preparing for executive and governance reviews.