At CVS Health, our retail front store business is a critical part of our strategy – it’s where and how consumers can take care of their everyday well-being with products that help with physical, mental, social/emotional well-being. We are looking for innovative customer-centric marketing leaders with a background in CRM strategies who think big and push boundaries to use data, technology, and insights to drive business results. Sounds like you? Read on.

What you’ll do:

As the Lead Director of the Customer Retention Marketing Strategy Team, you will be responsible for driving the vision and leading a team in identifying, developing, and executing highly personalized CRM campaigns that include next best action artificial intelligence to drive online and in-store trips, build customer relationships, and increase LTV. This role will report to the Executive Director, Retail Marketing – CRM Strategy, and will have consistent exposure and engagement with Lead Director Peers, Executive Director, VPs, and SVPs. This role will have 5 main components:

• Overseeing a team building customer journeys that include affinity modeling of customer preferences and machine learning/business rules to make content, offer and channel decisions

• Leading a team of CRM channel experts in SMS, Push, Email, Direct Mail that also have the ability to link with paid channels (search, social, affiliate, TV/Streaming)

• Working closely with the Offer Strategy and Customer Acquisition team that is developing hyper-personalized coupons using AI decisioning

• Developing the marketing and launch strategy for any re-brandings or innovations in our loyalty programs or retail offerings

• Exploring new ways to deepen the customer relationship including expanding the base and value of loyalty members, increasing app downloads & usage, etc.

Major Responsibilities

• Articulate and drive our vision for CRM and serve as an ambassador for the team across cross-functional partners. Inspire the team and cross functional partners to deliver best in class work on time, while developing a collaborative and supportive environment.

• Lead a team of ~8-10 in retention marketing program development and channel strategy to increase the number and value of active CVS customers, the number of active loyalty members, and the customer penetration rate of categories, CVS digital products, services, and capabilities. Actively manage and develop direct reports.

• Drive profitable sales growth and customer LTV through reaching consumers at the right time, with the right message, through the right channel(s)

• Develop customer journeys across owned channels (SMS/push, email, and direct mail); ideally has an understanding of paid channels and when to use

• Drive the vision to scale Next Best Action framework to drive member adoption of new products, services and capabilities

• Support the planning, forecasting and reporting of CRM impacts including impressions, ROAS and customer P&L with key stakeholders

• Drive a CRM innovation agenda that leverages customer data and marketing technology in new ways to deepen customer relationships and drive profitable retail business growth

• Travel required: up to 15%, particularly to our physical stores to deeply understand how the customer will experience the strategies you build.

Pay Range
The typical pay range for this role is:
Minimum: 100,000
Maximum: 227,000

Please keep in mind that this range represents the pay range for all positions in the job grade within which this position falls. The actual salary offer will take into account a wide range of factors, including location.

Required Qualifications

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

Preferred Qualifications

• Deep knowledge of multiple CRM channels (performance, management, best practices, etc.); ideally has knowledge of paid channels and how they interact with CRM

• Experience leading and using customer-centric orchestration/customer journeys and developing associated rules/logic

• Track record of managing and inspiring teams to achieve outsized results and impact. High EQ. Strong collaborative leader who is able to articulate the vision, drive it forward, and forge strong relationships with XFN teams.

• Prior experience working with Finance and Analytics to understand post-analysis measurement efforts against established metrics.

• A passion for marketing, digital innovation and retail; proactively stays up to date on retail and marketing industry trends and best practices

• Experience with branding and marketing loyalty programs.

• Creative problem solver who can incorporate new learnings into existing plans and act decisively and independently.

Education

• Bachelor’s degree required or equivalent work experience.
• MBA preferred.

Business Overview
Bring your heart to CVS Health Every one of us at CVS Health shares a single, clear purpose: Bringing our heart to every moment of your health. This purpose guides our commitment to deliver enhanced human-centric health care for a rapidly changing world. Anchored in our brand — with heart at its center — our purpose sends a personal message that how we deliver our services is just as important as what we deliver. Our Heart At Work Behaviors™ support this purpose. We want everyone who works at CVS Health to feel empowered by the role they play in transforming our culture and accelerating our ability to innovate and deliver solutions to make health care more personal, convenient and affordable. We strive to promote and sustain a culture of diversity, inclusion and belonging every day. CVS Health is an affirmative action employer, and is an equal opportunity employer, as are the physician-owned businesses for which CVS Health provides management services. We do not discriminate in recruiting, hiring, promotion, or any other personnel action based on race, ethnicity, color, national origin, sex/gender, sexual orientation, gender identity or expression, religion, age, disability, protected veteran status, or any other characteristic protected 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.