Senior Manager, Customer Retention Strategy & Owned Channel Performance

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 front store business is a critical part of our strategy – it’s where and how consumers can take care of their everyday well-being with products that help with physical, mental, social/emotional well-being. We are looking for passionate, innovative, customer-centric thinkers who are comfortable using data, technology, and insights to drive business results.

The Senior Manager, Customer Retention & Owned Channel Marketing Strategy at CVS Health plays a pivotal role in driving consistent customer engagement and deepening customer loyalty. In this role, you will be responsible for leveraging customer and channel data to create and optimize retention and engagement strategies within owned channels, including email, SMS, push notifications, and direct mail. The Senior Manger will be responsible for developing cross-channel CRM strategies that ensure the right messages reach the right customers at the right time, ultimately delivering on Front Store Marketing goals. This role will also evaluate overall and financial performance of owned channel strategies, and identify opportunities for improvement, working closely and in constant collaboration with cross-functional teams.

Key Responsibilities:

• Develop customer-first, cross-channel CRM strategies that align with retail and CRM strategic goals.
• Lead agile teams in developing and refining Front Store customer contact strategies and journeys for email, SMS, Push/Mobile, and Direct Mail.
• Create yearly/quarterly roadmaps, own and deliver on KPIs, and lead cross-functional team to design and execute cross-channel customer journeys.
• Understand business drivers and analyze ongoing customer performance metrics to uncover and address new strategic engagement opportunities.
• Build channel analytics frameworks across Email, SMS, Push/App, and Direct Mail to optimize loyalty engagement campaigns. Measurement includes channel health guardrails, financials, content performance and A/B testing.
• Leverage customer data & engagement metrics to inform channel growth and churn mitigation strategies.
• Report channel & active lifecycle journey performance to key business partners, capturing retention impact and channel optimizations.
• Foster a positive and high-performing environment for the team.
• Coach and mentor team members to perform their best work, including understanding priorities and context of decision making.

Required Qualifications:

• 7+ years of experience in marketing with an emphasis on customer lifecycle, customer relationship management, or retention marketing, owned channel marketing, or loyalty marketing leveraging omnichannel capabilities.
• 3+ years experience in a Retail organization
• 2+ years experience leading / managing a team
• 2+ years working with CRM platforms such as Oracle, Salesforce, Braze, or Adobe
• Must be willing to work a hybrid schedule out of one of our Hub Locations ( NY, RI, CT, IL, MA) 3 days a week

Preferred Qualifications:

• 10+ years of experience in B2C marketing
• Excellent communication skills, both written and spoken
• Strong business acumen and understanding of business and CRM performance drivers.
• Familiarity with marketing KPIs in a retail environment and comfort owning and reporting on CRM related metrics.
• Experience using customer segmentation and channel interaction data with predictive analytics to designing impactful lifecycle journeys and personalized customer communications.
• Proven track record of delivering positive ROI results through collaboration with internal and external partners.
• Self-motivated, high-capacity individual who can function and deliver in a dynamic, performance-driven environment.
• Strong judgment to effectively prioritize and focus on high-impact activities.
• Creative problem solver who can incorporate new learnings into existing plans and act decisively and independently.
• Experience working in a fast paced, highly matrixed environme