Lead Director, RBE Marketing

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.

Title: Lead Director, RBE Marketing 

Location: Remote (or Chicago)

The Risk Bearing Entity (RBE) is responsible for bringing together proven health care interventions to support Medicare members in their healthcare journey. 

The Lead Director, RBE Marketing will play a strategic leadership role in shaping and executing marketing initiatives that engage and build trust with Medicare members. This individual will be responsible for setting the marketing strategy, measuring impact, optimizing initiatives, and making data-driven recommendations to enhance engagement and health outcomes.

As a key leader within the RBE, this role will connect insights and best practices across the broader CVS Health organization while ensuring alignment with internal teams and payor partners. The ideal candidate is a strategic thinker with strong creative instincts, consumer empathy, and analytical skills—able to craft compelling marketing initiatives that resonate with our audience while leveraging data to drive continuous improvement.

This is an opportunity to lead high-impact marketing initiatives that directly influence the healthcare journey of Medicare members. You will work in a collaborative and fast-paced environment, gain exposure to enterprise-wide marketing strategy, and make a meaningful difference in driving engagement and trust.

Core Responsibilities:

• Marketing Strategy & Execution: Develop and implement a strategic marketing vision that enhances engagement and trust with Medicare members through channels including direct mail, email, social media, call center scripting, field marketing assets, etc.

• Data-Driven Decision Making: Establish key performance metrics, analyze campaign effectiveness, and optimize marketing efforts based on data insights.

• Cross-Functional Leadership: Collaborate with CVS Health stakeholders, payor partners, and internal teams to develop integrated marketing strategies that align with broader organizational goals.

• Marketing Asset Development: Oversee the creation and optimization of marketing materials to support member engagement, field sales teams, and clinical teams.

• Field Marketing Operations & Budget Oversight: Manage the field marketing resource center, inventory, and vendor relationships while ensuring cost efficiency and budget alignment.

• Leadership & Team Development: Lead and mentor the Snr, Analyst, RBE Marketing, ensuring alignment with strategic priorities and supporting their professional growth.

What We’re Looking For

• 10+ years of experience in B2B or B2C marketing

• Proven track record of setting and executing marketing strategies that drive measurable impact.

• Experience working cross-functionally in large organizations, connecting marketing insights across teams and stakeholders.

• Strong analytical mindset, with the ability to identify trends, interpret data, and optimize campaigns accordingly.

• Creative and strategic thinker with the ability to craft compelling marketing messages that resonate with Medicare members.

• Experience leading direct mail, email, digital, and field marketing programs and managing marketing operations.

• Excellent leadership and project management skills, with the ability to manage multiple priorities in a fast-paced environment.

• Strong experience working with marketing technology platforms and managing vendor relationships.

• Consumer-Centric Approach: Utilize strong consumer insights and empathy to design marketing messages and materials that effectively resonate with our audience.

Pay Range

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