CVS Health Senior Director, Strategic Marketing-Digital Health Products in Wellesley, Massachusetts
CVS Health is seeking a Senior Director, Strategic Marketing to lead the go to market strategy and growth engine for our most innovative enterprise digital health products – notably Attain (www.attainbyaetna.com) and virtual care. Reporting to the Executive Director, Strategic Marketing – Enterprise Health Services, you will lead a growing team of 9+ marketers to deliver the end-to-end strategy and execution of these products across the Enterprise, which includes: market definition, segmentation, value proposition, packaging/naming and omnichannel strategies. The focus will be on new Enterprise-level offerings to be sold to health plans, employers, governments, and direct to consumers – and integration with care providers.You will partner with leaders across the Enterprise, including those in the Marketing groups of each of CVS Health's lines of business (Caremark, Aetna and Retail). Additionally, you will partner with marketing centers of excellence, Analytics, and Sales to maximize the power of our enterprise capability to build, sell, and optimize these offerings. We’re looking for someone who brings a history of digital product marketing, B2B marketing, strategic thinking, and experience leading complex, teams. Given the nature and pace of our business, this leader must be able to lead and do. This role is ideal for a dynamic marketer with experience thinking big and pushing boundaries to achieve results.Key Responsibilities:• Partner with product leads in conceptualization of new offerings and development of the strategic business plan, bringing insights on the B2B customer, consumer/end user, routes to market, and competitive differentiation• Lead a business-aligned marketing team that articulates, packages, and helps bring a compelling story to promote successful market awareness, lead generation, member/customer engagement, acquisition and retention• Partner with our in-house and approved external agencies and various sales organizations to define the value story and develop effective product collateral, presentations, customer case studies and digital content• Work with our marketing analytics team to develop convincing proof points that bring value to our members and differentiates us for our customers, employers and plan sponsors• Develop separate plans and programs to market several products and sell through multiple channels, including our pharmacy benefits management business, core medical insurance business, retail channels, and broader out-of-footprint channels• Coordinate the complex web of connections needed across the enterprise to bring these products to market and evolve them over time• Lead and maintain relationships with peers across the enterprise to bring strategic value to our business leads• Manage the financials of a gradually scaling, functional team• Foster sharing of best practices across Marketing, Product and Sales teamsEssential Skills: Business Mindset - Understands line of business strategy and goals and drives marketing campaigns to meet our goals; possess business lead's mentality for lines of business with B2B, B2B2C, B2C and DTC goals. Digital - Experienced in all digital channels; deep appreciation and understanding of marketing technology and digital analytics. Segmentation and Targeting - Partners with analytics to develop segmentation and targeting strategies based on insights and data to promote consumer behavior. Brand - Maintains brand integrity and ensures the member experience aligns to the brand strategy, B2B, B2B2C, B2C and DTC Experience; design and maintain an omni-channel customer experience across all our segments; develop relevant content based on the customers context in their journey. Acquisition & Retention - Data and results-driven marketer; expert in best practices for B2B proof points; using both digital and traditional direct channels.Our Perks• Comprehensive health, dental and vision insurance• 401k• PTO and family leave• Employee discounts
• 15 years of progressive marketing, senior level experience in related industry (health care background preferred, with hands-on experience in launching portfolios of new products, and running multiple and diverse programs across channels, likely including senior agency roles)• 10+ years of Strategy and/or Digital experience in Healthcare or Consumer related industry• 5+ years in Management leading teams
• Promote a culture of cross-functional teamwork and high energy• Lead strategic planning discussions and bring substantive presence into senior discussions
• Bachelor's Degree (required)• Master's Degree preferred
At CVS Health, we are joined in a common purpose: helping people on their path to better health. We are working to transform health care through innovations that make quality care more accessible, easier to use, less expensive and patient-focused. Working together and organizing around the individual, we are pioneering a new approach to total health that puts people at the heart.
We strive to promote and sustain a culture of diversity, inclusion and belonging every day. CVS Health is an equal opportunity and affirmative action employer. We do not discriminate in recruiting, hiring or promotion based on race, ethnicity, sex/gender, sexual orientation, gender identity or expression, age, disability or protected veteran status or on any other basis or characteristic prohibited by applicable federal, state, or local law. We proudly support and encourage people with military experience (active, veterans, reservists and National Guard) as well as military spouses to apply for CVS Health job opportunities.
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