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:

As the Executive Director of Customer Relationship Management, you will set the vision and lead a team in developing and executing next best action marketing programs that drive customer acquisition, adoption, and retention.

Acquisition programs will attract new customers to CVS and drive enrollment into both ExtraCare and CarePass loyalty and subscription programs. Adoption marketing will introduce and engage CVS customers and ExtraCare members in new product and service offerings, while retention marketing will be highly personalized and relevant, using next best action artificial intelligence to drive online and in-store trips, build customer relationships, and ultimately increase customer lifetime value (LTV).

Additionally, you will lead a team of business analysts who continually mine our member data to document trip behavior and unlock actionable insights. This role will report to the VP, Front Store & Omnichannel Marketing, and will have consistent exposure and engagement with Executive Director peers, VPs, and SVPs.

Responsibilities:

• Lead a team of ~20 in acquisition, adoption, and retention marketing program development and execution to increase the number of active CVS customers, the number of active ExtraCare and CarePass members, and the customer penetration rate with CVS digital products, services, and capabilities. Manage and develop direct reports.
• Drive incremental trips and profitable sales growth from the CVS loyalty and subscription member base, and ultimately customer LTV, by leveraging and innovating across a variety of marketing programs and communication channels including but not limited to:
  • ExtraCare member acquisition, program engagement, and trip-driving communications via paid and owned channels including email, SMS/push, and direct mail.
  • CarePass member acquisition and benefit engagement communications that are synergistic with and complementary to ExtraCare program communications.
  • Next best action member adoption of new products, services, and capabilities with a primary focus on engagement with CVS Retail offerings, and a secondary focus on introducing CVS Health enterprise offerings as appropriate.
  • In partnership with the enterprise customer value team, identify strategies to engage retail customers with relevant enterprise health services offerings.
  • Targeted customer acquisition segment tests (e.g., college students) and bank partnerships.
• Demonstrate a customer-first mentality, effectively partnering and collaborating with colleagues in Retail/Enterprise Marketing and Front Store Merchandising to deliver an integrated marketing communications customer experience. Plan, forecast, and report CRM impacts including impressions, ROAS, and customer P&L with key stakeholders.
• Develop a CRM innovation agenda that leverages customer data and marketing technology in new ways to deepen customer relationships and drive profitable retail business growth. Opportunities may include advancing capabilities in customer knowledge/insights, customer journeys, personalization, channel orchestration, etc.
• Foster a continual test and learn approach, inspiring colleagues to create learning agendas, test hypotheses, analyze results, and scale new marketing communications that advance CVS’s relationship with the consumer.
• Identify data, media, and technology partners and solutions that can extend how we reach our customers in a personalized way and meet them where they are.
• Lead a results-oriented focus with the team through partnership with Finance and Analytics to understand post-analysis measurement efforts against established metrics.
• Proactively self-educate around retail and marketing industry trends/best practices to identify opportunities that are consistent with and reinforce the CVS Health brand.
• Travel required: up to 15%, particularly to our physical stores to deeply understand how the customer will experience the strategies you build.

Required Qualifications:

• 10-15 years of marketing experience with a strong foundation of business, retailer, and consumer understanding.
• 6+ years of cross-functional leadership experience.
• 5+ years of retail marketing or retail agency/strategy experience.
• 5+ years of digital marketing experience including examples of testing and validating emerging opportunities.

Preferred Qualifications:

• Experience with customer relationship management (CRM) systems and marketing automation tools.
• Proven track record of driving customer acquisition, engagement, and retention through innovative marketing strategies.
• Strong analytical skills with the ability to interpret data and make data-driven decisions.
• Excellent communication and interpersonal skills, with the ability to collaborate effectively across departments and with senior leadership.
• Passion for data-driven marketing and digital innovation.

Education:

• Bachelor’s degree required

• Master’s degree in Marketing, Business Administration, or a related field is preferred

Pay Range

The typical pay range for this role is:

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

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