Director – Paid Search, Discovery & Performance

CVS Health•Woonsocket, RI

18h•$100,000 - $231,540•Hybrid

About The Position

We’re building a world of health around every individual — shaping a more connected, convenient and compassionate health experience. At CVS Health®, you’ll be surrounded by passionate colleagues who care deeply, innovate with purpose, hold ourselves accountable and prioritize safety and quality in everything we do. Join us and be part of something bigger – helping to simplify health care one person, one family and one community at a time. Position Summary The Director of Paid Search, Discovery & Performance will be responsible for Search leadership and AI Discovery strategy across Retail, Pharmacy, Health Services and emerging business units. You will be ensuring search investments drive measurable business outcomes, building capabilities around activating a holistic search strategy to drive business results. Primary focus is on leveraging data and analytics to drive tangible and material retail results such as incremental sales (Front Store / Ecomm / Omni), prescriptions and vaccinations (Pharmacy), clinic visits (Minute Clinic), and adoption of health services (Health Hubs). The Director of Paid Search, Discovery & Performance will orchestrate large-scale SEM & AI Advertising programs anchored in data and managed and optimized with rigorous analytics. You will utilize advanced analytical thinking, leverage existing data sources, and unearth insights to drive overall search strategy for the organization. You will continuously evaluate search marketing strategies to unlock opportunities, identify and communicate trends in search, and be a strategic and trusted advisor for marketing partners, analytics partners, internal media colleagues and executives. You will develop hypothesis based on data trends and design tests to unlock new areas of growth. You will develop business cases that support the opportunities for increased investment in the channel. The Director of Paid Search, Discovery & Performance will need to influence senior stakeholders in the organization and be able to demonstrate the on-going value of search campaigns to senior executives. You will work directly with the Omnichannel Marketing Strategy and Ecommerce teams to pursue the broader digital growth agenda. You will develop measurement plans for campaigns, ensuring that every investment is accountable, and every test is measurable. You will build relationships with essential business owners and marketing partners to understand their goals and provide strategic recommendations as to how SD&P can help achieve those goals. You will serve as the executive subject matter expert on Search, AI Discovery, and emerging AI advertising platforms, providing strategic recommendations to Vice Presidents, Executive Directors, and senior enterprise leadership. This position will work with the Director of SEO/AEO/GEO, SD&P and the Executive Director of SD&P to oversee collaborative strategy, opportunity and growth of our program. You will also work alongside business owners, marketing partners, media campaign managers, and analytics partners. You must have the ability to oversee the strategic development and execution of integrated and multi-layered search campaigns that support multiple departments and stakeholders. You will also be responsible for the development, growth and support of our Retailer Media Platform (CMX), allowing for the execution of co-op campaigns from vendor partners. In addition to excellent analytical and strategic skills, you must be able to manage a cross-functional team comprised of diverse skills and backgrounds and lead them as a highly productive unit.

Requirements

10 years + of search (SEM) analytics experience with an emphasis on results-oriented programs and history tying ‘brand marketing’ and ‘performance marketing’ together
Familiarity with Google Ads, Adobe, LiveRamp, Youtube, Agentix (Gemini, Chatgpt, OpenAI)
Experience leading a high-performing cross-functional team to create and implement strategic growth initiatives across SEM, SEO, Content and Commerce optimizations
Retail/Ecomm expertise, working with product-centric search campaigns (PLAs, LIAs), data feeds and retail media teams
Developing Generative Engine Optimization (GEO) ads strategies & testing emerging AI advertising capabilities
Able to think tactically and strategically through a customer-centric search journey
Understand and be comfortable with data and technology that facilitates audience targeting, triggering, and measurement
Strong organizational, problem-solving and communication skills with the ability to influence & impact others
Highly skilled in establishing, monitoring and analyzing key metrics respective to all forms of search and commerce functions, driving continuous improvement
Data analysis capabilities including ROI models and business case development
A demonstrated track record of increasing traffic and conversion
Bachelor’s Degree or equivalent experience

Nice To Haves

Thought-leader with innate curiosity and aptitude across search advertising
Has the understanding and capability to collaborate with SEO, Product and Content teams to maximize outcomes from Total Search strategies
Experience managing both paid and/or organic search programs for large enterprises
Collaborative spirit and disposition with internal and external constituencies
Familiarity with Media Mix Modeling and Multi-Touch Attribution
Experience with Pharmaceutical industry and associated policies a plus
Self-starter, independent worker, and problem-solver
Retail experience preferred, working with Shopping campaigns and data feeds
MBA

Responsibilities

Ensuring search investments drive measurable business outcomes
Building capabilities around activating a holistic search strategy to drive business results
Leveraging data and analytics to drive tangible and material retail results such as incremental sales (Front Store / Ecomm / Omni), prescriptions and vaccinations (Pharmacy), clinic visits (Minute Clinic), and adoption of health services (Health Hubs)
Orchestrating large-scale SEM & AI Advertising programs anchored in data and managed and optimized with rigorous analytics
Utilizing advanced analytical thinking, leveraging existing data sources, and unearthing insights to drive overall search strategy for the organization
Continuously evaluating search marketing strategies to unlock opportunities
Identifying and communicating trends in search
Serving as a strategic and trusted advisor for marketing partners, analytics partners, internal media colleagues and executives
Developing hypothesis based on data trends and designing tests to unlock new areas of growth
Developing business cases that support the opportunities for increased investment in the channel
Influencing senior stakeholders in the organization and demonstrating the on-going value of search campaigns to senior executives
Working directly with the Omnichannel Marketing Strategy and Ecommerce teams to pursue the broader digital growth agenda
Developing measurement plans for campaigns, ensuring that every investment is accountable, and every test is measurable
Building relationships with essential business owners and marketing partners to understand their goals and provide strategic recommendations
Serving as the executive subject matter expert on Search, AI Discovery, and emerging AI advertising platforms, providing strategic recommendations to Vice Presidents, Executive Directors, and senior enterprise leadership
Overseeing collaborative strategy, opportunity and growth of our program with the Director of SEO/AEO/GEO, SD&P and the Executive Director of SD&P
Working alongside business owners, marketing partners, media campaign managers, and analytics partners
Overseeing the strategic development and execution of integrated and multi-layered search campaigns that support multiple departments and stakeholders
Responsible for the development, growth and support of our Retailer Media Platform (CMX), allowing for the execution of co-op campaigns from vendor partners
Managing a cross-functional team comprised of diverse skills and backgrounds and leading them as a highly productive unit