Lead Director, Behavior Change Marketing ("Pod Lead")

At CVS Health, we're building a world of health around every consumer and surrounding ourselves with dedicated colleagues who are passionate about transforming health care.

As the nation's leading health solutions company, we reach millions of Americans through our local presence, digital channels and more than 300,000 purpose-driven colleagues - caring for people where, when and how they choose in a way that is uniquely more connected, more convenient and more compassionate. And we do it all with heart, each and every day.

POSITION SUMMARY

The Director of Behavior Change Marketing (a "Pod Lead") will lead an agile marketing team to be the end-to-end owner of consumer engagement campaigns to drive better health outcomes for our Aetna membership (up to 25M+ members) - driven by predictive models and advanced analytics. They will lead a cross-functional team within the NYC-based "Behavior Change Pods" agile marketing organization -- this is the CVS Enterprise Marketing test & learn innovation group. There will be a heavy focus on lowering medical cost, promoting annual care and expanding caregiver outreach.

This role is required be based in our New York City office, 2 days a week on-site

Fundamental Components:

• Accountable for end-to-end execution of behavior change marketing campaigns in an agile / test & learn environment, with the goal to create and determine the best campaign strategy (e.g., content, channel, behavioral economics principles) to influence cohorts that are typically defined by an advanced analytics team
• Oversee a cross-functional, matrixed team that includes a Marketing Strategist, an Operations Specialist, Creative Leads such as graphic designers and copywriters, Salesforce Architect / martech leads, while deeply partnering with data scientists, data engineers, web/email developers, proofreaders.
• Guide the creative and copy for each of the campaigns, ensuring it utilizes proven marketing tactics for each cohort. Able to work directly with creatives to rapidly modify creative and content while adhering to a defined test strategy
• Accountable for ensuring accurate and timely implementation of the campaign across a variety of channels (email, SMS, direct mail, web, provider fax, calls, etc.), which entails working with the business program managers to quality check and launch each campaign, ensure accurate tracking and measures are in place, and re-launch as needed
• Partner with data scientists, senior management, and marketing clients to develop marketing and testing strategies for multi-channel marketing communications across targeted audience segments
• Support the creation of a measurement / tracking plan for each campaign, working with the analytics counterpart, ensuring focus on changing behavior and improved health outcomes / lower medical cost
• Responsible for portfolio delivery supported by prioritization and resource allocation; guide team to project manage across multiple campaigns: handle iterations associated with multiple phases of a behavior change campaign while also starting to engage in the test plan creation of another campaign
• Guide team to synthesize campaign results for high quality learnings that future iterations and multiple campaigns can apply and scale
• As member of the leadership team, contribute to department operations, strategy and culture

Required qualifications:

Demonstrated past experience in successfully delivering consumer experiences (strategy & operations) with measurable business impact

6+ years work experience minimum

Preferred qualifications:

• Past experience in managing end-to-end consumer marketing campaigns / programs through the use of multiple channels and sophisticated member journey design, and marketing tactics focused on changing behavior; 10+ years work experience with 5+ years leading a cross-functional team on campaign development and execution
• Experience working in an agile methodology and/or rapid test and learn / iterative cycles either directly with marketing campaigns or in a product development environment

EDUCATION
Minimum Bachelor's degree or equivalent experience. Advanced graduate degree preferred (e.g., MBA, MPH).

Degree or coursework in behavioral economics, the science behind behavior change, etc. (preferred)

Pay Range

The typical pay range for this role is:

$100,000.00 - $231,540.00

This pay range represents the base hourly rate or base annual full-time salary for all positions in the job grade within which this position falls. The actual base salary offer will depend on a variety of factors including experience, education, geography and other relevant factors. This position is eligible for a CVS Health bonus, commission or short-term incentive program in addition to the base pay range listed above. This position also includes an award target in the company's equity award program.

Our people fuel our future. Our teams reflect the customers, patients, members and communities we serve and we are committed to fostering a workplace where every colleague feels valued and that they belong.

Great benefits for great people

We take pride in our comprehensive and competitive mix of pay and benefits - investing in the physical, emotional and financial wellness of our colleagues and their families to help them be the healthiest they can be. In addition to our competitive wages, our great benefits include:

• Affordable medical plan options, a 401(k) plan (including matching company contributions), and an employee stock purchase plan.
• No-cost programs for all colleagues including wellness screenings, tobacco cessation and weight management programs, confidential counseling and financial coaching.
• Benefit solutions that address the different needs and preferences of our colleagues including paid time off, flexible work schedules, family leave, dependent care resources, colleague assistance programs, tuition assistance, retiree medical access and many other benefits depending on eligibility.

For more information, visit https://jobs.cvshealth.com/us/en/benefits

We anticipate the application window for this opening will close on: 05/04/2025

Qualified applicants with arrest or conviction records will be considered for employment in accordance with all federal, state and local laws.