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Driving member behavior change is a critical strategy in Aetna's mission to offer our members affordable health benefits coverage and access to quality care. This position is directly responsible for executing behavior change marketing campaigns that improve member health outcomes and lower total cost of care.
Position Summary
The Director of Behavior Change Marketing (a "Pod Lead") will lead an agile marketing team to be the end-to-end owner of consumer engagement campaigns to drive medical cost savings and better health outcomes for our Aetna membership (up to 25M+ members), including Commercial and Medicare members – driven by predictive models and advanced analytics. They will lead a cross-functional team within the "Behavior Change Pods" agile marketing organization -- this is the CVS Enterprise Marketing test & learn innovation group
This role is required to be based in our New York City office, 2 days a week on-site.
Fundamental Components:
- Accountable for end-to-end execution of behavior change marketing campaigns in an agile / test & learn environment, with the goal to create and determine the best campaign strategy (e.g., content, channel, behavioral economics principles) to influence cohorts that are typically defined by an advanced analytics team
- Oversee a cross-functional, matrixed team that includes a Marketing Strategist, an Operations Specialist, Creative Leads such as graphic designers and copywriters, Salesforce Architect / MarTech leads, while deeply partnering with data scientists, data engineers, web/email developers, proofreaders
- Guide the creative and copy for each of the campaigns through well thought out creative briefs, ensuring it utilizes proven marketing tactics for each cohort. Able to work directly with creatives to rapidly modify creative and content while adhering to a defined test strategy
- Accountable for ensuring accurate and timely implementation of the campaign across a variety of channels (email, SMS, RCS, direct mail, web, provider fax, calls, etc.), which entails working with the business program managers to quality check and launch each campaign, ensure accurate tracking and measures are in place, and re-launch as needed
- Partner with data scientists, senior management, and marketing clients to develop marketing and testing strategies for multi-channel marketing communications across targeted audience segments
- Support the creation of a measurement / tracking plan for each campaign, working with the analytics counterpart, ensuring focus on changing behavior and improved health outcomes / lower medical cost / drive Medicare quality revenue
- Responsible for portfolio delivery supported by prioritization and resource allocation; guide team to project manage across multiple campaigns: handle iterations associated with multiple phases of a behavior change campaign while also starting to engage in the test plan creation of another campaign
- Guide team to synthesize campaign results for high-quality learnings that future iterations and multiple campaigns can apply and scale
- As member of the leadership team, contribute to department operations, strategy and culture: providing visibility to senior leadership about department activities and business impact, participating in cross-pod planning, helping set and uphold team norms, contributing to hiring and onboarding, and taking on department-wide initiatives as needed. Candidates should enter the role knowing this work is consequential and visible – it routinely runs 20-40% of a Pod Lead's time and can exceed that during peak periods.
Required Qualifications
Demonstrated past experience in successfully delivering consumer experiences (strategy & operations) with measurable business impact
10+ years work experience minimum
Preferred Qualifications
- Past experience in managing end-to-end consumer marketing campaigns / programs through the use of multiple channels and sophisticated member journey design, and marketing tactics focused on changing behavior; 5+ years leading a cross-functional team on campaign development and execution
- Experience working in an agile methodology and/or rapid test and learn / iterative cycles either directly with marketing campaigns or in a product development environment
- Degree or coursework in behavioral economics, the science behind behavior change, etc.
Education
Minimum Bachelor's degree or equivalent experience. Advanced graduate degree preferred (e.g., MBA, MPH).
Pay Range
The typical pay range for this role is:
$100,000.00 - $231,540.00
This pay range represents the base hourly rate or base annual full-time salary for all positions in the job grade within which this position falls. The actual base salary offer will depend on a variety of factors including experience, education, geography and other relevant factors. This position is eligible for a CVS Health bonus, commission or short-term incentive program in addition to the base pay range listed above. This position also includes an award target in the company’s equity award program.
Our people fuel our future. Our teams reflect the customers, patients, members and communities we serve and we are committed to fostering a workplace where every colleague feels valued and that they belong.
Great benefits for great people
We take pride in offering a comprehensive and competitive mix of pay and benefits that reflects our commitment to our colleagues and their families.
Additional details about available benefits are provided during the application process and on Benefits Moments.
Qualified applicants with arrest or conviction records will be considered for employment in accordance with all federal, state and local laws.
Skills Required
- Demonstrated experience successfully delivering consumer experiences involving strategy and operations with measurable business impact
- At least 10 years of work experience
- Bachelor's degree or equivalent experience
- Experience managing end-to-end consumer marketing campaigns or programs across multiple channels
- Experience with sophisticated member journey design and marketing tactics focused on changing behavior
- At least 5 years leading a cross-functional team on campaign development and execution
- Experience working in Agile methodology or rapid test-and-learn iterative cycles
- Degree or coursework in behavioral economics or behavior-change science
- Advanced graduate degree, such as an MBA or MPH
CVS Health Compensation & Benefits Highlights
The following summarizes recurring compensation and benefits themes identified from responses generated by popular LLMs to common candidate questions about CVS Health and has not been reviewed or approved by CVS Health.
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Healthcare Strength — Health coverage includes medical, dental, and vision with HSA-eligible options, free preventive care, virtual care, and access to MinuteClinic services. Mental-health resources such as counseling support are emphasized, and coverage is often considered solid for full-time colleagues.
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Retirement Support — A dollar-for-dollar 401(k) match up to 5% after one year and an Employee Stock Purchase Plan are consistently highlighted in Total Rewards materials. Feedback suggests retirement programs are a meaningful strength within the overall package.
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Wellbeing & Lifestyle Benefits — Wellbeing offerings include up to 20 no-cost counseling sessions per issue, backup care, tuition assistance, and substantial in-store discounts, alongside broader wellness tools. These everyday perks expand value beyond base pay and can be especially meaningful for full-time schedules.
CVS Health Insights
What We Do
CVS Health is the leading health solutions company that delivers care in ways no one else can. We reach people in more ways and improve the health of communities across America through our local presence, digital channels and our nearly 300,000 dedicated colleagues – including more than 40,000 physicians, pharmacists, nurses and nurse practitioners. Wherever and whenever people need us, we help them with their health – whether that’s managing chronic diseases, staying compliant with their medications, or accessing affordable health and wellness services in the most convenient ways. We help people navigate the health care system – and their personal health care – by improving access, lowering costs and being a trusted partner for every meaningful moment of health. And we do it all with heart, each and every day.
