CRM Strategy 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 member, patient, and 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, collaborative and agile environment. 

At CVS Health, our retail business is a critical part of our strategy as the primary customer-facing piece of our portfolio. Our CRM channels and communications are some of our most important marketing activities, driving sales, customer engagement and retention. We are currently investing significantly in CRM to revolutionize the way we communicate with customers and are looking for an experienced CRM professional to help lead this change.

The Lead Director of CRM Strategy owns the contact strategy for CVS across email, SMS, PUSH and direct mail. This role has several key pieces:

• Guiding POD teams to develop the customer contact strategy and journeys across lifecycles (acquisition, onboarding, active and lapsing/winback), tailoring for customer segments
  • Aligning journeys with retail goals while also facilitating personalization that deepens CVS’ relationship with the customer
  • Develop customer-first, cross-channel CRM strategies ensuring deployment of the right messages to the right customer at the right time to drive customer engagement & sales
  • Work cross functionally and be one of the primary decision makers in establishing and implementing an overarching governance model that automates customer contact decisions.

• Improving performance & customer reporting & analytics, conducting deep dives and training the team to identify opportunities within lifecycles
  • Metrics include channel health (engagement, CTR, etc), financials (revenue, markdowns, etc.) as well as articulating areas of opportunity & tactics to take advantage (reach, better targeting, etc.)

• Understanding the business drivers and their relation to CRM performance; working closely with cross functional teams across the organization to optimize performance
  • Prioritize business needs with minimal direction; understand implications of decisions on financials (sales, markdowns, redeemers, etc.)
  • Effectively influence different partners across the organization
  • Actively develop open and trusting relationships across a large, complex organization to create clear goals, accountability, and outcomes

• Technical proficiency in how overall CRM marketing stacks work (data, decisioning, delivery)
  • Oversee the SME who works with MarTech, Marketing Operations, Analytics and Retail IT on the roadmap to achieve Orchestration and real time decisioning across all CRM channels
  • Quickly and accurately synthesize technical needs or investments to senior, non-technical audiences

• Managing & coaching a team of 5+ direct reports and 8+ high performing individuals
  • Foster a positive and high performing environment that allows the team to excel as well as have fun
  • Coach team to perform their best work and strengthen gaps; coach team to understand priorities and how to effectively articulate and advocate for the best approach with cross functional teams
     

WORK HOURS: Please note that candidate selected will be required to work East Coast hours and must be willing to travel as needed to Woonsocket, RI.

Required Qualifications:

• 10+ years of work experience that includes managing people in a marketing function
• 5+ years of experience in CRM, lifecycle marketing, product management or business strategy.

Preferred Qualifications:

• 10+ years of experience in CRM, Digital Product or Marketing Technology roles.<