Aetna Paid Media - Lead Director

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.

Our Customer Success and Growth Organization is at the heart of our customer experiences as we have a unique focus on defining meaningful moments for those we serve. Our north star is creating heartfelt, personalized moments by listening to feedback to remove existing obstacles and simplify enterprise experiences. You are joining a team that cares for the well-being of our colleagues by working together in a supportive, collaborate and agile environment.

This position will be hybrid with anticipated in office days Tuesday, Wednesday, and Thursday. Candidates will be within a reasonable commuting distance to one of the following CVS HUBS:

• New York, NY
• Hartford, CT
• Wellesley, MA
• Chicago, IL

Position Summary
The Lead Director reports to the Executive Director within Aetna’s Paid Media Team.  This individual is responsible for the development and execution of national and local paid campaigns in support of our numerous lines of business (Commercial, Enterprise, and Government) & sales initiatives to drive growth. This individual will act as a critical liaison between our internal acquisition and retention marketing teams in addition to our external media agency partner, ensuring every investment in Paid Media is strategically aligned and effectively achieves business goals. The Lead Director will work with the Executive Director of Paid Media to ensure national & local efforts synergistically align with the holistic marketing strategies. This person will need to manage multiple projects and team members simultaneously and have the flexibility to take on opportunistic ad-hoc requests.

Responsibilities include:

• Paid Media Strategy: Oversee the planning, execution, and optimization of all paid media campaigns targeting core audience groups. Constantly refine strategies to maximize conversion rates and ROI.
  Provide guidance on integrated media plans, inclusive of offline/online channels (TV, Print, Out-of-Home, Radio, Digital, Video, Social, and Search, and experiential/local media sponsorships
• Adherence to Compliance: Ensure all paid media activities comply with guidelines and regulations.
• Data-Driven Decision Making: Utilize analytics tools to analyze performance metrics, derive actionable insights, and continually refine paid media strategies for optimal results.
• Collaboration: Work together with cross-functional teams across the Aetna/CVS enterprise, including Marketing, Creative, and Compliance, to ensure cohesive and compliant execution of paid media campaigns.
• Budget Management: Manage the paid media budget for Medicare and Medicaid programs, allocating resources effectively and optimizing spend for maximum impact.
• Stakeholder Communication: Work closely with internal teams to provide insights into campaign performance, fostering a collaborative and informed approach to marketing initiatives.
   

Required Qualifications

• 8+ years of prior, relevant marketing and media strategy experience
   

Preferred Qualifications

• Agency experience or within internal media department preferred
• Previous experience with Medicare or Medicaid campaign strategy development is an advantage
• Motivated self-starter, process-oriented with high attention to detail
• Flexibility to accommodate multiple projects with competing priorities
• Experience building media campaigns, preferably using multiple media channels (e.g., TV, Radio, Digital)
• Experience in hyper-local media planning/execution, and targeting low-income populations preferred
• Ability to find creative solutions to meet our business challenges, then manage feedback from multiple stakeholders and adjust accordingly 
• Strong analytical skills with the ability to think creatively
• Strong persuasive skills; able to gain consensus through influence
• Demonstrated ability to collaborate with cross-functional teams across multiple disciplines 
• Experience in Direct Response and Branding
• Strong communication, collaboration, and relationship development skills