Lead Director, Aetna MWB 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.

Position Summary

The Lead Director, Aetna Mental Well-being Marketing Strategy, will be responsible for the development of marketing strategies, positioning, and go-to-market plans for Aetna’s mental well-being offerings. These strategies will focus on driving awareness, consideration and demand of our mental well-being offering amongst prospective Aetna clients, as well as engagement and adoption from existing clients. It’s a unique opportunity to shape how we show up for our customers in one of the most important areas of health.

As Lead Director, you will act as a thought leader and trusted advisor to drive strategic decisions about our mental well-being marketing strategy and product marketing across teams and platforms. You must be an innovator and a change agent with a passion for B2B client-centric, needs-based marketing. You will be responsible for the creation, development and delivery of data-driven marketing programs and campaigns that will convert prospects to clients and convert clients to brand loyalists.  

You will be responsible for mental well-being marketing product specific portfolios – understanding the product value propositions, target audience, and how, when and where to bring product messages to market within client-centric marketing strategies and programs. The Lead Director will partner with the marketing leadership team to help define Aetna’s mental well-being differentiation and promote our solutions to relevant B2B and B2G decision makers and influencers.

This leader will be responsible for leveraging competitive benchmarking, market research, and sales insights to identify and prioritize marketplace needs and opportunities. The Lead Director will support the Executive Director, Marketing strategy team and cross-functional partners to translate these needs and opportunities into winning marketing strategies that showcase Aetna’s mental well-being value proposition and competitive differentiation.

Vital to the role is to demonstrate a deep understanding of Aetna’s mental well-being sales and retention strategies, product and program strategies, B2B audience insights, which vary from small group to large group employers, state influencers and across all industry verticals, and the ability to articulate a differentiated narrative.

This leader will collaborate cross-functionally with internal and external partners to bring our mental well-being strategies to life through impactful marketing content, assets and programs that drive growth through each phase of the buying journey and customer lifecycle. 

The Lead Director will report to the Executive Director, Aetna B2B Marketing Strategy. 

What you will do:

• Lead the creation of marketing strategies and plans for Aetna’s mental well-being offering, including building positioning, messaging, value proposition and reasons to believe.
• Partner with the mental well-being team, sales and strategy teams to translate marketplace insights and competitive landscape to inform marketing strategies.
• Partner with cross-functional teams to develop go-to-market approach to drive demand across B2B and B2G audiences and enable sales success.
• Partner with broader B2B marketing teams to leverage and optimize digital capabilities, tools and platforms to support execution and deployment of marketing strategies
• Develop differentiated and impactful content to promote Aetna’s mental well-being products and programs, tailored to key external audiences
• Lead the development of marketing plans, creative briefs, marketing campaign collateral/assets and related analytics. 
• Ensure messaging strategies and narratives are consistently woven throughout all communication.
• Stay up to date with industry trends and best practices in marketing and contribute innovative ideas to enhance marketing efforts.

Required Qualifications

• 10+ years of experience in marketing, brand management, consulting or a related field
• Strong strategic, critical thinking, and conceptual abilities; ability to contribute to strategic planning discussions
• Excellent written and verbal communication skills, including sharing ideas and information across diverse audiences and creating compelling presentations<