Creative Lead (Copywriting)

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.

Helping our members better understand their own health and their benefits is a critical part of Aetna’s mission to offer access to quality, affordable care. This position is directly responsible for the creative execution of behavior change marketing campaigns designed to improve the health of our members and lower the cost of their care.

Position Summary:

The Creative Lead (Copywriting) is responsible for producing highly compelling and persuasive customer-facing communications. This role owns the content and messaging strategy of industry-leading print and digital materials (including direct mail, email, SMS and landing pages) designed to help drive better health outcomes for over 25 million Aetna members.

This role is an integral member of the NYC-based Behavior Change Pods — an agile, cross-functional marketing team made up of creative, strategy, operations and technology roles. In addition to delivering behavior change campaigns to Aetna members, the Behavior Change Pods also serve as a test & learn innovation group inside CVS Health’s marketing organization.

On the Behavior Change Pods, Creative Leads are instrumental in how we translate marketing strategy and business objectives into member-centric materials. In this role, you will:

• Build content/messaging strategies for highly targeted behavior change campaigns
• Write compelling yet easy to understand copy with considerations for brand guidelines, industry best-practices and channel-specific requirements
• Tailor content to different audience segments or archetypes based on our campaign targeting and overall marketing strategy
• Ensure content is aligned to appropriate testing strategies as part of our test-and-learn approach
• Collaborate with designers to create engaging layouts for print and digital channels
• Present work to internal partners and business owners, outlining creative decision making and facilitating feedback discussions

To be successful in this role, you’ll need a strong strategic approach to creative development with the ability to create content tailor made for specific audiences. Collaboration is key as you’ll be working very closely with designers, strategists, operations leads and email/web developers in a fast-paced environment. And attention to detail is essential to ensure high-quality and error-free campaigns, particularly with constantly evolving needs.

REQUIRED QUALIFICATIONS: 

· 5+ years of experience in leading the development of content for direct-to-consumer marketing campaigns

· Experience writing for both long form (microsite, direct mail) and short form (email, SMS) content

· Strong communication and presentation skills

· A keen eye for detail

 

PREFERRED QUALIFICATIONS: 

· Experience working in an agile environment

· Experience working with marketing personas

· Familiarity with Adobe Creative Suite (InDesign, Photoshop, Illustrator, etc.) and Figma is a plus

 

EDUCATION: 

· Bachelor’s degree or equivalent experience

This role is a hybrid role based out of our NYC office (generally 2 days a week onsite).

Applicants must provide a digital portfolio (either website or PDF) with samples of their past work.

Anticipated Weekly Hours

40

Time Type

Full time

Pay Range

The typical pay range for this role is:

$72,360.00 - $159,120.00

This pay range represents the base hourly rate or base annual full-time salary for all positions in the job grade within which this position falls.  The actual base salary offer will depend on a variety of factors including experience, education, geography and other relevant factors.  This position is eligible for a CVS Health bonus, commission or short-term incentive program in addition to the base pay