Senior Manager, Marketing Strategist (behavior change marketing)

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.

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 campaigns that improve member health outcomes and lower total cost of care.

This role is required be based in our New York City office, 2-3 days a week on-site, with flex days 

Position Summary

The Behavior Change Marketing Strategist leads end-to-end delivery of consumer engagement campaigns to drive better health outcomes and lower total cost of care for over 25 million Aetna members – driven by predictive models and advanced analytics. There will be a heavy focus on driving medical cost savings for members and providers as well as for the Aetna business, through targeted outreaches focused on women’s health and genomics, maternity, pharmacy site of care navigation, and more.  

Fundamental Components

Drive end-to-end delivery of behavior change marketing campaigns (a mix of pilots and scaled programs) in a cross-functional, test & learn environment – with the goal to create and determine most effective marketing strategy (i.e. content, channel, and incentives) 

Ensure all campaigns are driven by bold hypotheses, leveraging historical learnings and data insights, behavioral economics where possible, with a constant eye on expanding our learning agenda 

Partner with data scientists, senior management, and marketing clients to develop marketing and testing strategies for multi-channel marketing communications across targeted audience segments 

Develop and maintain Agile artifacts such as Test Briefs, Hypothesis Backlogs, and Execution Plans 

Partner with copywriters and graphic designers to develop compelling creative and copy for campaigns that push the envelope of member communications without compromising brand integrity 

Partner with Salesforce Marketing Cloud architects, channel owners, and vendors to ensure accurate and timely implementation of campaigns across a variety of channels (email, direct mail, SMS, paid digital channels, outbound phone calls, websites, incentives, etc.), with quality checks and accurate tracking 

Heavily ‘project manage’ the deployment of your behavior change programs, operationalizing the work in full – but taking an agile philosophy for rapid velocity and daily iteration 

Required Qualifications

Demonstrated past experience in leading direct consumer marketing campaign strategy and/or operations; ideally 7+ years relevant work experience 

Preferred Qualifications

Strong marketing background, with proven results leading both growth and lifecycle marketing campaigns (digital channel experience strongly preferred)

Coursework or experience in behavioral economics, the science behind behavior change, etc.  

Experience working in an Agile methodology and/or rapid test and learn environment (either directly with marketing campaigns or in a product development environment) 

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:

$90,480.00 - $199,144.00

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 our comprehensive and competitive mix of pay and benefits – investing in the physical, emotional and financial wellness of our colleagues and their families to help them be the healthiest they can be. In addition to our competitive wages, our great benefits include:

• Affordable medical plan options, a 401(k) plan (including matching company contributions), and an employee stock purchase plan.

• No-cost programs for all colleagues including wellness screenings, tobacco cessation and weight management programs, confidential counseling and financial coaching.

• Benefit solutions that address the different needs and preferences of our colleagues including paid time off, flexible work schedules, family leave, dependent care resources, colleague assistance programs, tuition assistance, retiree medical access and many other benefits depending on eligibility.

For more information, visit https://jobs.cvshealth.com/us/en/benefits

We anticipate the application window for this opening will close on: 04/08/2025

Qualified applicants with arrest or conviction records will be considered for employment in accordance with all federal, state and local laws.