Senior Marketing Manager, IVL Dental & Vision

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.

About CVS Health

At CVS Health, we’re building a world of health around every consumer, supported by 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, convenient, and compassionate.

Position Summary

The Senior Marketing Manager will lead the strategic development, execution, and optimization of marketing initiatives for Aetna’s Individual (IVL) Dental and Vision plans. This role is responsible for driving membership growth, enhancing brand awareness, and improving consumer engagement across digital and traditional channels. The ideal candidate is a collaborative marketer with a strong understanding of the healthcare benefits landscape, experience managing cross-functional initiatives, and a demonstrated entrepreneurial spirit - able to identify opportunities, innovate, and drive results in a dynamic environment.

Key Responsibilities

Strategic Planning & Leadership

• Contribute to annual marketing planning and roadmap development for IVL dental and vision plans.
• Support the creation and refinement of go-to-market strategies and value propositions.
• Participate in leadership check-ins and cross-functional alignment meetings.
• Leverage market research and competitive insights to inform strategy and messaging.

Campaign Strategy & Execution

• Develop and manage multi-channel acquisition campaigns (email, digital, paid media) targeting IVL Dental and Vision prospects.
• Lead creative development and testing (e.g., subject line A/B tests, ad formats, messaging variants).
• Oversee campaign deployment across priority states and cohorts.

• Craft compelling value propositions around key differentiators and align messaging with consumer priorities.
• Develop and execute targeted email journeys to acquire new prospects via DataAxle and re-engage individuals who begin but do not complete enrollment using Salesforce Marketing Cloud (SFMC).

Research & Insights Integration

• Refine audience segmentation based on research insights (e.g., income, age, coverage status).
• Translate consumer research findings into actionable marketing strategies.
• Monitor competitive positioning and identify opportunities to differentiate Aetna’s IVL offerings.

Performance Optimization

• Track KPIs including cost per sale, ROI, enrollment starts, and engagement metrics.
• Lead ongoing optimization efforts (e.g., frequency caps, domain bidding, creative rotation).
• Lead ongoing performance reporting by regularly analyzing and reporting on campaign effectiveness, providing actionable insights and recommendations to stakeholders.

Cross-Functional Collaboration

• Partner with analytics, paid media, product, Martech, SFMC and creative teams to align marketing efforts with business goals.
• Coordinate with Student Health and broker teams for implementation and enrollment support.

Project & Operations Management

• Track project timelines, deliverables, and performance metrics.
• Ensure consistent messaging across all channels and touchpoints.

Qualifications

• 7+ years in strategic marketing, preferably in health insurance or consumer services.
• Proven experience in digital acquisition, email marketing, and campaign analytics.
• Strong understanding of consumer segmentation and behavioral targeting.
• Ability to synthesize research into actionable insights and messaging.
• Experience managing cross-functional teams and external agencies.
• Demonstrated entrepreneurial spirit - proactive, innovative, and comfortable navigating ambiguity.

Preferred Experience

• Familiarity with IVL insurance products (DMO/PPO dental, standalone vision).
• Knowledge of regulatory and geographic nuances in plan availability.
• Experience with student health or young adult markets is a plus.
• Comfort wor