Marketing Strategy & Operations Director
About The Position
The Director of Behavior Change Marketing, also called a Pod Lead, leads an agile marketing team responsible for end-to-end consumer engagement campaigns for Aetna members, including Commercial and Medicare members. Campaigns use predictive models and advanced analytics to encourage behavior change, improve health outcomes, and lower medical costs. The role is part of CVS Enterprise Marketing’s Behavior Change Pods, a test-and-learn innovation group. The Pod Lead oversees a matrixed cross-functional team and partners with analytics, data science, business, and marketing teams to develop campaign strategies, guide creative work, launch and measure campaigns across multiple channels, and turn results into reusable learnings. The role also contributes to department leadership, operations, planning, culture, hiring, onboarding, and broader initiatives. This work is consequential and visible, typically occupying 20–40% of a Pod Lead’s time and potentially more during peak periods. The position is based in the New York City office and requires on-site work two days per week.
Requirements
- Demonstrated experience successfully delivering consumer experiences through strategy and operations, with measurable business impact.
- At least 10 years of work experience.
- Bachelor’s degree or equivalent experience.
- Ability to work on-site in the New York City office two days per week.
Nice To Haves
- Experience managing end-to-end consumer marketing campaigns or programs across multiple channels, with sophisticated member journey design and behavior-change marketing tactics.
- At least 5 years leading a cross-functional team on campaign development and execution.
- Experience with agile methodology or rapid test-and-learn and iterative cycles, in marketing campaigns or product development.
- Degree or coursework in behavioral economics, behavior-change science, or a related area.
- Advanced graduate degree, such as an MBA or MPH.
Responsibilities
- Own end-to-end execution of behavior-change marketing campaigns in an agile, test-and-learn environment, determining effective strategies for content, channels, and behavioral economics principles.
- Oversee a cross-functional, matrixed team that includes marketing strategy, operations, creative, Salesforce architecture, and marketing technology, while partnering with data scientists, data engineers, developers, and proofreaders.
- Guide campaign creative and copy through well-developed briefs, ensuring content uses appropriate marketing tactics for each cohort and can be rapidly modified within the defined test strategy.
- Ensure accurate and timely campaign implementation across channels, including email, SMS, RCS, direct mail, web, provider fax, and calls; quality-check and launch campaigns with business program managers, establish tracking and measures, and relaunch as needed.
- Partner with data scientists, senior management, and marketing clients to develop marketing and testing strategies for multichannel communications across targeted audience segments.
- Support creation of campaign measurement and tracking plans with analytics partners, focusing on behavior change, improved health outcomes, lower medical costs, and Medicare quality revenue.
- Manage portfolio delivery through prioritization and resource allocation, guiding project management across multiple campaigns and campaign phases while initiating test planning for additional campaigns.
- Guide the team in synthesizing campaign results into high-quality learnings that can inform and scale future iterations and campaigns.
- Contribute to department operations, strategy, and culture by providing senior leaders visibility into activities and business impact, participating in cross-pod planning, upholding team norms, supporting hiring and onboarding, and taking on department-wide initiatives.
Benefits
- Medical coverage
- Dental coverage
- Vision coverage
- Paid time off
- Retirement savings options
- Wellness programs
- Other resources to support physical, emotional, and financial well-being, based on eligibility
- CVS Health bonus, commission, or short-term incentive program eligibility
- Company equity award program target
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What This Job Offers
Job Type
Full-time
Career Level
Director
