CRM Strategy Director

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.

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 director will report into the Executive Director of CRM Marketing.

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

• Guiding cross functional POD teams to develop the customer contact strategy and journeys across lifecycles (acquisition, onboarding, active and lapsing/winback), tailored to key 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, unsubscribes, etc.), financials (revenue, margin, markdowns, etc.) as well as articulating areas of opportunity & tactics to take advantage (reach, better targeting, etc.)
  • Robust understanding and experience utilizing universal control and/or holdout groups to support value articulation

• 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)
  • Maintain an active collaborative partnership with MarTech, Marketing Operations, Analytics and Retail IT to set and execute an omnichannel and dynamic content roadmap
  • Assist in building the case for change and championing the need for transformation and additional investment

• Managing & coaching a team of 8+ high performing marketers (4 direct)
  • Foster a highly engaged, positive and high performing culture that allows the team to excel as well as have fun
  • Coach team to perform their best work; 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 occasionally as needed to Woonsocket, RI.

Required Qualifications:

• 10+ years of work experience in a marketing function
• 5+ years of specific experience in CRM, lifecycle, or loyalty marketing or product management
• 3+ years of experience managing a team

Preferred Qualifications:

• Experience with implementing message orchestration/arbitration and/or customer lifecycle management strategies using new advanced analytics and/or technological enablement
• Strong business acumen and understanding of business and CRM performance drivers
• Experience with scaling personalized communications for a large, consumer facing brand.
• Deep understanding of omni-channel orchestration and lifecycle journey management.
• Experience with translating customer insights, behavior triggers, and segmentation data into cohesive and compelling lifecycl