Coupon Strategy & Experience - Senior Manager

We’re building a world of health around every individual — shaping a more connected, convenient and compassionate health experience. At CVS Health®, you’ll be surrounded by passionate colleagues who care deeply, innovate with purpose, hold ourselves accountable and prioritize safety and quality in everything we do. Join us and be part of something bigger – helping to simplify health care one person, one family and one community at a time.

Role summary

The Senior Manager, Coupon Strategy & Experience leads the strategy, governance, and executional oversight for personalized coupon experiences. This role ensures the offer ecosystem drives customer engagement (trips, retention), supports enterprise priorities, and delivers profitable outcomes (margin, efficiency).

This role is accountable for in-market offer strategy optimization, weekly offer assignment management, alignment with CRM lifecycle initiatives, and strategy + execution oversight for special coupon projects.

Key responsibilities

1) Own coupon strategy and customer experience simplification

• Drive coupon strategy & experience focus areas, including simplifying the coupon experience and reducing unintended friction for customers
• Partner on capability roadmaps that support the Price & Value vision and correct off-strategy behaviors.

2) Manage markdown investment and performance narratives

• Own our markdown budget and spend management, optimizing across channels and initiatives and driving our core KPIs forward.
• Build executive-ready materials and updates that connect offer decisions to outcomes (e.g., engagement, redemption, scan margin, efficiency).

3) Guide offer creation, assignment, and operational execution (multi-channel)

• Act as a core partner for offer creation and assignment—ensuring offers are customer-relevant, operationally feasible, and aligned to strategy across touchpoints.
• Lead weekly offer assignment and support cross-functional planning cadences (including CRM + coupon strategy forums).

4) Lead test design and learning agendas (customer, channel, and experience tests)

• Sponsor and shape test plans and learning questions to validate new capabilities and improve outcomes (e.g., evaluating audience selection logic and leveraging new selection algorithms in ML backend).
• Partner on adoption of new analytics tooling and insights hubs to enable better decisioning and stakeholder self-serve.

5) Special coupon projects: end-to-end strategy, approvals, and quality

• Provide strategic and execution oversight for special coupon projects, including approvals, partner coordination, and ensuring operational readiness (e.g., coupon functionality testing, batch delivery, stakeholder alignment).
• Troubleshoot and resolve customer/colleague-impacting issues tied to coupon rules, exclusions, and fixed promotional periods.

6) Mitigate “outlier behavior” and protect profitability against fraud

• Partner on strategies that address outlier coupon behavior—translating insights into guardrails, tests, and governance recommendations.
• Contribute to enterprise and field readiness communications when coupon distribution or redemption patterns create risk (e.g., clarifying intended usage rules).

Success measures (example KPIs)

• Driving customer experience metrics (e.g. Net Promoter Score)
• Improved offer efficiency and reduced unintended margin leakage from stacking/outlier behavior.
• Stronger strategic alignment and execution quality across channels (Direct Mail, mobile, email, receipt/app experiences).
• High-quality, decision-ready test plans and learning agendas adopted by cross-functional partners.

Qualifications

Required

• Bachelor’s degree in Marketing, Business, Economics, Analytics (or related).
• ~6–10+ years relevant experience in marketing strategy, loyalty/CRM, pricing/promo, analytics, or adjacent strategic roles.
• Strong leadership skills, with the ability to prioritize and deliver on multiple concurrent initiatives that have significant financial impact.
• Strong strategic thinking and analytical skills. Demonstrated ability to synthesize facts and insights into concrete, actionable strategies, and tactical plans.
• Excellent communicator, both verbal and written, with the ability to influence at all levels of the organization
• Demonstrated ability to lead complex cross-functional initiatives, translate analysis into strategy, and communicate to senior leadership.
• Strong analytical and business case skills; comfort translating performance into clear recommendations.