Strategic Marketing Director, Loyalty Acquisition & Experience

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.

Overview:

At CVS Health, our retail business is a critical part of our strategy. We are looking for a marketing leader who thinks big and pushes boundaries to use data, technology, and insights to drive business results.

Location:

• We are looking for candidates located on the East Coast or Chicago

• Should a candidate be located near one of our HUB offices, they will be encouraged to come into the office Tues-Thurs. HUBS are NY NY, Wellesley, MA, Woonsocket, RI and Chicago, IL. 

Key Responsibilities:

The Strategic Marketing Director, Loyalty Acquisition & Experience will support the foundational pillar of the CVS retail business: our ExtraCare and CarePass loyalty programs. They will drive forward our loyalty agenda through helping set the marketing and business strategy, working closely with cross-functional partners in merchandising, digital product and seasonal marketing:

• Marketing

  • Sets the 1-3 year marketing vision and strategy for loyalty at CVS; understands how to right-size investments for our program and customer and how to build long lasting acquisition & retention campaigns across both digital and brick & mortar

  • Develops effective annual marketing plan(s) that will support the ExtraCare and CarePass loyalty programs (from an acquisition, benefits usage and retention perspective); develops programs with an eye to LTV and attracting high quality leads

  • Able to leverage cross-functional teams from insights, loyalty benefits, store experience and other specialists to drive full 360 marketing campaigns that efficiently acquires new, high-quality members into our program

  • Effectively advise and influence loyalty benefits, promo structure and field/ops teams based on customer and competitive insights

  • Oversee development and reporting of performance dashboard in partnership with analytics partners; ability to succinctly deliver results to executive audiences and guide teams on channel, creative and other optimizations

  • Identifies customer growth segments and builds strategies to target and personalize communications at relevant moments to motivate program trial and upsell
     

• Strategic & Business Analyses

  • Leads team competitive set and regular benchmarking to understand how other retailers/competitors market their loyalty business (claims/benefits, marketing campaign insights, etc.)

  • Strong business sense of how loyalty programs work, the right types of investments and levers to drive sales / engagement

  • Influence annual agenda of priorities within our loyalty portfolio through helping develop the annual roadmap that includes marketing, merchant and digital investments

  • Serve as a resource on the business of loyalty; understand the economics of our program and of competitor programs
     

• Leadership and Collaboration

  • Ability to effectively influence different partners across the organization (merchandising, marketing and digital)

  • Actively develops open and trusting relationships across a large, complex organization to create clear goals, accountability and outcomes

  • Acts as a trusted coach and mentor; manages a team

  • Adapts plans and priorities to meet business objectives and/or operational challenges

  • Strong organization and prioritization abilities

An ideal candidate has a deep background in at least one of these areas:

• Product Marketing

  • Develop competitive set and regular benchmarking of other retailer/loyalty apps and digital experiences; assess digital flow, access & use of rewards, and understands how concepts like leader boards & challenges can incent return trips and loyalty

  • Work closely with digital product to develop annual and quarterly roadmap, surfacing priorities and dependencies

  • Develop roadmap for marketing functionality needed to better target & enroll ExtraCare and CarePass members