Senior Manager, Marketing Strategist (behavior change marketing)

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.

Driving member behavior change is a critical strategy in Aetna's mission to offer our members affordable health benefits coverage and access to quality care. This position is directly responsible for executing behavior change campaigns that improve member health outcomes and lower total cost of care. 
 
POSITION SUMMARY 
The Behavior Change Marketing Strategist leads end-to-end delivery of consumer engagement campaigns to drive better health outcomes and lower total cost of care for over 25 million Aetna members – driven by predictive models and advanced analytics. There will be a heavy focus on improving healthcare outcomes for members as well as for the Aetna Medicare STARS/CAHPS team performance, through targeted outreaches focused on closing care gaps, improving member experience, and encouraging members to better utilize Aetna resources. 

This role is required be based in our New York City office, 2-3 days a week on-site, with flex days 

Fundamental Components:

• Drive end-to-end delivery of behavior change marketing campaigns (a mix of pilots and scaled programs) in a cross-functional, test & learn environment – with the goal to create and determine most effective marketing strategy (i.e. content, channel, and incentives)  

• Ensure all campaigns are driven by bold hypotheses, leveraging historical learnings and data insights, behavioral economics where possible, with a constant eye on expanding our learning agenda 

• Partner with data scientists, senior management, and marketing clients to develop marketing and testing strategies for multi-channel marketing communications across targeted audience segments 

• Develop and maintain Agile artifacts such as Test Briefs, Hypothesis Backlogs, and Execution Plans 

• Partner with copywriters and graphic designers to develop compelling creative and copy for campaigns that push the envelope of member communications without compromising brand integrity 

• Partner with Salesforce Marketing Cloud architects, channel owners, and vendors to ensure accurate and timely implementation of campaigns across a variety of channels (email, direct mail, SMS, paid digital channels, outbound phone calls, websites, incentives, etc.), with quality checks and accurate tracking 

• Heavily ‘project manage’ the deployment of your behavior change programs, operationalizing the work in full – but taking an agile philosophy for rapid velocity and daily iteration 

Required Qualifications

• Demonstrated past experience in leading direct consumer marketing campaign strategy and/or operations; ideally 7+ years relevant work experience 

• Strong marketing background, with proven result