Digital Marketing and Customer Growth Strategy - Director

Job Description
The CVS Front Store Marketing strategy team drives the strategic roadmap, prioritization, and execution of marketing strategies, campaigns, and digital touchpoints that deepen relationships with our customers. We are a customer obsessed, data driven team that drives growth & deepens customer relationships on our quest to reinvent healthcare.

We are looking for a Lead Director - Digital Marketing and Customer Growth Strategy to help lay the foundation for step-change growth for our ecommerce business & digital properties. This person will be marketing strategy athlete, adept at using data & insights to inform strategies to drive customer growth across a range of projects, channels, and use cases. They will lead the creation of new, high impact digital marketing strategies to drive customer growth & brand equity, including (but not limited to) the development of new content marketing strategy from the ground up & the analysis of high impact technologies to increase the efficiency and reach of our digital programs. This role has emphasis on using digital traffic, customer insights, search data and other digital data inputs to inform what new capabilities, experiences, processes, and content will help drive traffic & brand authority for CVS.com.

Specifically, the Director will bring a fluency and comfort with navigating ambiguous situations and using digital data (traffic, insights, search data, etc), along with robust strategic framing abilities. They will help develop new capabilities for the CVS Digital Marketing org, including but not limited to develop a robust content marketing capability, new martech tools, analytical frameworks, etc. In partnership with the Brand Strategy & Digital teams, this person will start by leading the framing of our content marketing goals, approach, and measurement that drive increases in brand equity, awareness, consideration, traffic, and conversion/retention across digital properties. And they will flex to other digital marketing customer growth projects over time.
The role is well-suited for a data-savvy, curious, highly strategic marketing leader who thrives in fast moving, entrepreneurial environment, likes to learn and tackle new situations, and is looking to make a major impact at a Fortune 4 company.

This role will be directly responsible for:
• Take point on a new enterprise digital content marketing strategy that educates customers, engages them in our community, increase brand affinity, conversion, and traffic, and ultimately builds confidence in and preference for CVS as their trusted partner in health
• Leading the measurement & customer data strategy that informs a broader content marketing effort, including a framework for using search & digital customer data to inform content development
• Building strong collaborative relationships across different business units including analytics, SEO, Product, PR, creative, and external agencies and business teams during fast paced delivery cycles, and ultimately managing the delivery of a content calendar and publishing of regular content
• Flex across various digital growth initiatives as dictate by business needs, including but not limited to identifying new martech tools & processes to streamline efficiencies, partnering with creative & UX/UI on developing new digital web experiences that drive commerce, and creating a quantifiable content marketing framework that drives business results.
• Bringing excellence in thought leadership around digital customer growth, content development, customer engagement practices, measurement and process.

Pay Range
The typical pay range for this role is:
Minimum: 100,000
Maximum: 227,000

Please keep in mind that this range represents the pay range for all positions in the job grade within which this position falls. The actual salary offer will take into account a wide range of factors, including location.

Required Qualifications

• 10+ years of well-rounded marketing and/or strategy experience, with a demonstrated focus on digital & analytical marketing; open to candidates with a background from consulting, digital media, digital marketing, marketing agency, brand and/or finance.

Preferred Qualifications
High degree of data-savviness – able to craft compelling, executive-ready narratives and back them up using robust data, as well as market size new opportunities.
• Balanced strategy & operations skillset – strategic framing is a big part, but only part, of the job; ideally the candidate is comfortable getting in to the weeds to actually pilot & implement the strategies they create.
• A mixture of marketing strategy, digital, lifecycle, loyalty, and/or omnichannel marketing experience.
• Expert-level ability to crystallize ambiguous business scenarios into clear use cases, problem statements and business impact
• Experience in channels that are critical to a successful content strategy, including but not limited to video, email, affiliate, SEO, influence, third party publisher partnerships
• Experience working directly with data scientists, product developers, and analysts to quantify impact and drive content excellence
• A creative spirit, creative judgement, and an innate curiosity, a willingness to craft structure from ambiguity, and a keen understand on the role of the role data plays in content marketing
• High degree of confidence in building and leading project teams in a matrix environment, managing cross functional teams, including working with creative, analytics, and digital merchandising
• Expert-level communication skills & executive present, with the ability to engage the enterprise across multiple specializations with analytically-backed, compelling stories.
• Significant experience managing external agency or cross-functional partners.
• Significant experience in marketing strategy, digital strategy, or general strategy consulting is desirable (5+ years); ability & willingness to flex across a range of digital marketing & digital customer growth strategies.
• Robust knowledge of recent & upcoming trends developments in the martech, AdTech, and digital commerce spaces; intellectual curiosity and willingness to stay up to date and evangelize new technologies & trends.
• Experience in the retail, ecommerce, healthcare, or technology sectors preferred, though open to other industries
• Exposure to brand marketing & social media marketing a plus, but not required.
• Baseline comfort level and familiarity with content marketing partnerships & content management platform, such as but not limited to Contently, HubSpot, Sprinklr, Contentful, Adobe Experience manage, etc; ability to help in identifying and helping scope potential new content technologies

Education

• Bachelor’s degree in Business, Marketing, or related field or equivalent work experience required.

Business Overview
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. We strive to promote and sustain a culture of diversity, inclusion and belonging every day. CVS Health is an affirmative action employer, and is an equal opportunity employer, as are the physician-owned businesses for which CVS Health provides management services. We do not discriminate in recruiting, hiring, promotion, or any other personnel action based on race, ethnicity, color, national origin, sex/gender, sexual orientation, gender identity or expression, religion, age, disability, protected veteran status, or any other characteristic protected by applicable federal, state, or local law. We proudly support and encourage people with military experience (active, veterans, reservists and National Guard) as well as military spouses to apply for CVS Health job opportunities.