Marketing Strategy Manager – Medicaid Acquisition & Web Experience

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.

Overview

At CVS Health, we are building a world of health around every consumer. As the nation’s leading health solutions company, we serve millions of Americans through our local presence, digital channels, and more than 300,000 purpose-driven colleagues. We care for people where, when, and how they choose, delivering connected, convenient, and compassionate experiences every day.

We are seeking a strategic, data-driven Marketing Strategy Manager to lead initiatives that drive Medicaid member acquisition and optimize the unauthenticated web experience for Aetna prospects. This role blends strategic planning, campaign innovation, and performance optimization to fuel brand growth and deepen consumer engagement.

Key Responsibilities

• Medicaid Marketing Strategy & Execution
  • Lead strategic partnership with state Medicaid marketing teams to develop and execute paid acquisition campaigns across digital, social, and out-of-home (OOH) channels.
  • Collaborate with local Medicaid marketing teams, Media team, Analytics team & paid advertising agency to influence campaign timing, channels, targeting & messaging to enhance awareness and consideration of Aetna Medicaid plans.
  • Align acquisition strategies with central marketing goals and ensure campaigns are optimized for performance
  • Provide strategic oversight to ensure all marketing materials and campaign plans are on-strategy, on budget, and delivered on time, consistently meeting marketing and brand guidelines.

• Web Experience Optimization
  • Support the strategy and execution of the unauthenticated Aetna.com experience for prospects.
  • Partner with MarTech, product, and analytics teams to improve site content, navigation, and conversion paths.
  • Leverage consumer insights and performance data to inform enhancements and personalization strategies.

• Performance Analysis & Innovation
  • Track and analyze campaign performance using Media Performance reports, Adobe Analytics and Tableau.
  • Present insights and strategic recommendations to senior leadership, in-campaign reports and optimization roadmaps.
  • Maintain a pulse on competition through consistent analysis and reporting, sharing insights to inform strategy and decision-making.

• Cross-Functional Collaboration
  • Coordinate with media, creative, analytics, product, legal, and compliance teams to ensure campaign initiatives are aligned and executed effectively.
  • Use tools like SharePoint and lead updating work plans to manage campaign calendars, documentation, and feedback loops, ensuring organized tracking and collaboration across teams.

Required Qualifications

• 3+ years in strategic marketing, growth strategy, or related roles with a strong foundation of business and consumer understanding
• 2+ years of B2C digital marketing experience, with a focus on email and web
• Experience with A/B and multivariate testing
• Strong expertise in data analytics, market research, and performance measurement
• Proficiency in Adobe Analytics and Tableau
• Strong analytical skills and ability to synthesize complex data into actionable insights
• Experience working in cross-functional, matrixed environments
• Strong proficiency in Microsoft Word, Excel, and PowerPoint
• Act as an independent self-starter and anticipate requests to properly execute projects and initiatives
• Be able to negotiate compromises, have difficult conversations, and manage up/across/down within and across teams in a positive and collaborative spirit

Preferred Qualifications

• Experience managing multi-channel campaigns and agency partnerships
• Strong presentation and communication skills
• Budget management experience for integrated campaigns
• Intellectual curiosity and a continuous improvement mindset
• Thrives in a culture of open communication and collaboration, where team members work together to achieve common goals
• Proactively self-educate around insurance and marketing industry trends to identify best practice opportunities and influence marketing strategies

Education

• Bachelor’s degree in M