Executive Director, Customer Relationship Management - Marketing

📌 Core Information

🔹 Job Title: Executive Director, Customer Relationship Management - Marketing

🔹 Company: CVS Health

🔹 Location: Boston, Massachusetts, United States

🔹 Job Type: On-site

🔹 Category: Marketing

🔹 Date Posted: 2025-05-08

🔹 Experience Level: 10+ years

🔹 Remote Status: On-site

🚀 Job Overview

Key aspects of this role include:

• Leading a team of 20 in acquisition, adoption, and retention marketing programs to increase active CVS customers, ExtraCare and CarePass members, and customer penetration rate with CVS digital products, services, and capabilities.
• Driving incremental trips and profitable sales growth from the CVS loyalty and subscription member base, and ultimately customer LTV, through innovative marketing strategies across various channels.
• Collaborating with colleagues in Retail/Enterprise Marketing and Front Store Merchandising to deliver an integrated marketing communications customer experience.
• Developing a CRM innovation agenda that leverages customer data and marketing technology to deepen customer relationships and drive profitable retail business growth.
• Fostering a test and learn approach, inspiring colleagues to create learning agendas, test hypotheses, analyze results, and scale new marketing communications.

ASSUMPTION: This role requires a strategic mindset, strong leadership skills, and a deep understanding of retail and marketing trends to drive customer acquisition, engagement, and retention.

📋 Key Responsibilities

✅ Lead a team of 20 in acquisition, adoption, and retention marketing program development and execution to increase the number of active CVS customers, the number of active ExtraCare and CarePass members, and the customer penetration rate with CVS digital products, services, and capabilities.

✅ Drive incremental trips and profitable sales growth from the CVS loyalty and subscription member base, and ultimately customer LTV, by leveraging and innovating across a variety of marketing programs and communication channels including but not limited to:

• ExtraCare member acquisition, program engagement, and trip-driving communications via paid and owned channels including email, SMS/push, and direct mail.
• CarePass member acquisition and benefit engagement communications that are synergistic with and complementary to ExtraCare program communications.
• Next best action member adoption of new products, services, and capabilities with a primary focus on engagement with CVS Retail offerings, and a secondary focus on introducing CVS Health enterprise offerings as appropriate.
• In partnership with the enterprise customer value team, identify strategies to engage retail customers with relevant enterprise health services offerings.
• Targeted customer acquisition segment tests (e.g., college students) and bank partnerships.

✅ Demonstrate a customer-first mentality, effectively partnering and collaborating with colleagues in Retail/Enterprise Marketing and Front Store Merchandising to deliver an integrated marketing communications customer experience.

✅ Plan, forecast, and report CRM impacts including impressions, ROAS, and customer P&L with key stakeholders.

✅ Develop a CRM innovation agenda that leverages customer data and marketing technology in new ways to deepen customer relationships and drive profitable retail business growth.

✅ Foster a continual test and learn approach, inspiring colleagues to create learning agendas, test hypotheses, analyze results, and scale new marketing communications that advance CVS’s relationship with the consumer.

✅ Identify data, media, and technology partners and solutions that can extend how we reach our customers in a personalized way and meet them where they are.

✅ Lead a results-oriented focus with the team through partnership with Finance and Analytics to understand post-analysis measurement efforts against established metrics.

✅ Proactively self-educate around retail and marketing industry trends/best practices to identify opportunities that are consistent with and reinforce the CVS Health brand.

✅ Travel required: up to 15%, particularly to our physical stores to deeply understand how the customer will experience the strategies you build.

ASSUMPTION: This role requires a high level of strategic thinking, leadership, and collaboration to drive customer acquisition, engagement, and retention through innovative marketing strategies.

🎯 Required Qualifications

Education: Bachelor’s degree required

Experience: 10-15 years of marketing experience with a strong foundation of business, retailer, and consumer understanding. 6+ years of cross-functional leadership experience. 5+ years of retail marketing or retail agency/strategy experience. 5+ years of digital marketing experience including examples of testing and validating emerging opportunities.

Required Skills:

• Proven leadership and team management skills
• Strong analytical skills with the ability to interpret data and make data-driven decisions
• Excellent communication and interpersonal skills, with the ability to collaborate effectively across departments and with senior leadership
• Passion for data-driven marketing and digital innovation
• Proven track record of driving customer acquisition, engagement, and retention through innovative marketing strategies

Preferred Skills:

• Experience with customer relationship management (CRM) systems and marketing automation tools
• Familiarity with retail marketing and retail agency/strategy
• Knowledge of next best action artificial intelligence

ASSUMPTION: This role requires a strong background in marketing, retail, and digital marketing, as well as proven leadership and analytical skills.

💰 Compensation & Benefits

Salary Range: $131,500.00 - $303,195.00 per year

Benefits:

• Affordable medical plan options
• 401(k) plan
• Employee stock purchase plan
• Wellness screenings
• Tobacco cessation programs
• Weight management programs
• Confidential counseling
• Financial coaching
• Paid time off
• Flexible work schedules
• Family leave
• Dependent care resources
• Colleague assistance programs
• Tuition assistance
• Retiree medical access

Working Hours: Full-time, 40 hours per week

ASSUMPTION: The salary range provided is an estimate based on industry standards for a role of this level and experience. The actual base salary offer will depend on a variety of factors including experience, education, geography, and other relevant factors.

📌 Applicant Insights

🔍 Company Context

Industry: CVS Health is the leading health solutions company, delivering care like no one else can. They reach more people and improve the health of communities across America through their local presence, digital channels, and over 300,000 dedicated colleagues – including more than 40,000 physicians, pharmacists, nurses, and nurse practitioners.

Company Size: CVS Health is a large corporation with over 10,000 employees, providing a wide range of career opportunities and resources for professional growth.

Founded: CVS Health was founded in 1963 and has since grown to become a Fortune 500 company, providing pharmacy benefits management, health insurance, and health care services.

Company Description:

• CVS Health is committed to improving the health of its customers and communities by providing access to affordable, high-quality care.
• The company offers a wide range of health and wellness services, including pharmacy, retail clinics, and health insurance.
• CVS Health is also a leading pharmacy benefits manager, providing prescription drug benefits and services to more than 100 million people.

Company Specialties:

• Retail
• Pharmacy Benefits Management
• Health Insurance
• Health Care
• Pharmacy
• Retail
• Care Management
• and Primary Care

Company Website: CVSHealth.com

ASSUMPTION: CVS Health is a well-established company with a strong presence in the health care industry, offering a wide range of career opportunities and resources for professional growth.

📊 Role Analysis

Career Level: Executive Director roles typically fall within the senior leadership level, reporting directly to a Vice President or Senior Vice President.

Reporting Structure: This role reports to the VP, Front Store & Omnichannel Marketing, and has consistent exposure and engagement with Executive Director peers, VPs, and SVPs.

Work Arrangement: This role is on-site, with travel required up to 15% to physical stores to deeply understand how the customer will experience the strategies built.

Growth Opportunities:

• This role offers the opportunity to lead a team and drive strategic marketing initiatives that impact the bottom line.
• With consistent exposure and engagement with senior leadership, there may be opportunities for career advancement within the marketing department or the broader organization.
• CVS Health provides a wide range of benefits and resources for professional development, supporting employees in their career growth.

ASSUMPTION: This role offers significant growth potential for the right candidate, with opportunities to lead a team, drive strategic initiatives, and advance their career within a large, well-established organization.

🌍 Location & Work Environment

Office Type: CVS Health's headquarters is located in Woonsocket, Rhode Island, with additional offices across the United States.

Office Location(s): Boston, Massachusetts, United States

Geographic Context:

• Boston is a major city on the East Coast of the United States, known for its rich history, culture, and education institutions.
• The city offers a diverse range of neighborhoods, with a vibrant downtown area and numerous cultural attractions.
• Boston has a humid continental climate, with warm summers and cold, snowy winters.

Work Schedule: This role follows a typical full-time work schedule, with the possibility of occasional travel to physical stores.

ASSUMPTION: The location of this role in Boston, Massachusetts, offers a unique blend of urban and suburban living, with access to a wide range of cultural, educational, and recreational opportunities.

💼 Interview & Application Insights

Typical Process:

• Online application submission
• Phone or video screening
• In-person or virtual interview with the hiring manager
• Final interview with senior leadership
• Background check and reference check
• Job offer

Key Assessment Areas:

• Strategic thinking and leadership skills
• Marketing expertise and industry knowledge
• Analytical skills and data-driven decision-making
• Communication and interpersonal skills
• Cultural fit and alignment with CVS Health's values

Application Tips:

• Tailor your resume and cover letter to highlight your relevant marketing experience, leadership skills, and industry knowledge.
• Prepare for behavioral interview questions that focus on your problem-solving skills, leadership style, and ability to drive results.
• Research CVS Health's company culture and values to demonstrate your fit with the organization.
• Be prepared to discuss your experience with CRM systems, marketing automation tools, and next best action artificial intelligence.

ATS Keywords: Customer Relationship Management, Marketing Strategy, Data Analysis, Digital Marketing, Cross-Functional Leadership, Customer Acquisition, Customer Engagement, Retention Marketing, Team Management, Communication Skills, Interpersonal Skills, Innovation, Testing and Validation, Personalization, Marketing Technology, Customer Insights

ASSUMPTION: The application process for this role is likely to be competitive, with a focus on strategic thinking, marketing expertise, and leadership skills.

🛠️ Tools & Technologies

• Customer Relationship Management (CRM) systems and marketing automation tools
• Data analysis and visualization tools (e.g., Excel, Power BI, Tableau)
• Marketing technology platforms (e.g., Google Analytics, Adobe Analytics)
• Email marketing platforms (e.g., Mailchimp, Constant Contact)
• Social media management tools (e.g., Hootsuite, Buffer)
• Project management tools (e.g., Asana, Trello)

ASSUMPTION: This role requires proficiency in customer relationship management systems, marketing automation tools, and data analysis and visualization tools to drive customer acquisition, engagement, and retention.

👔 Cultural Fit Considerations

Company Values:

• Customer-first focus
• Collaboration and teamwork
• Innovation and continuous learning
• Accountability and integrity
• Diversity, equity, and inclusion

Work Style:

• Data-driven and analytical
• Strategic and forward-thinking
• Collaborative and team-oriented
• Adaptable and responsive to change
• Results-oriented and focused on driving impact

Self-Assessment Questions:

• How do you demonstrate a customer-first mindset in your marketing strategies?
• Can you provide an example of a time when you drove customer acquisition, engagement, or retention through innovative marketing strategies?
• How do you approach collaboration and teamwork, particularly when working with cross-functional teams?
• How do you stay up-to-date with retail and marketing industry trends and best practices?

ASSUMPTION: CVS Health values candidates who align with their customer-first focus, collaborative work style, and commitment to innovation and continuous learning.

⚠️ Potential Challenges

• Managing a large team and driving results in a fast-paced, dynamic retail environment
• Keeping up with the latest marketing trends and technologies
• Balancing the needs of multiple stakeholders, including customers, retail colleagues, and senior leadership
• Navigating a large, complex organization with multiple departments and reporting structures
• Occasional travel requirements to physical stores

ASSUMPTION: This role presents unique challenges and opportunities for growth, requiring strong leadership, strategic thinking, and adaptability.

📈 Similar Roles Comparison

• Compared to other marketing roles, this position places a strong emphasis on customer relationship management, data-driven decision-making, and team leadership.
• In the retail industry, this role is unique in its focus on driving customer acquisition, engagement, and retention through innovative marketing strategies.
• Career paths for this role may include advancement to VP or SVP of Marketing, or transition to a Chief Marketing Officer (CMO) role within the organization.

ASSUMPTION: This role offers a unique blend of marketing, leadership, and data-driven decision-making responsibilities, with significant growth potential for the right candidate.

📝 Sample Projects

• Developing and executing a targeted customer acquisition campaign for college students, leveraging data insights and innovative marketing channels
• Creating a personalized customer engagement strategy using next best action artificial intelligence to drive online and in-store trips and build customer relationships
• Partnering with the enterprise customer value team to identify and execute strategies that engage retail customers with relevant enterprise health services offerings

ASSUMPTION: These sample projects illustrate the strategic, data-driven, and innovative approach required to drive customer acquisition, engagement, and retention in this role.

❓ Key Questions to Ask During Interview

• Can you describe the team structure and dynamics within the marketing department, and how this role fits into the broader organization?
• How does the company support innovation and continuous learning in marketing strategies and tactics?
• Can you provide an example of a successful marketing campaign that was driven by customer data and insights?
• How does the company approach collaboration and integration with other departments, such as Retail/Enterprise Marketing and Front Store Merchandising?
• What are the key priorities for this role in the first 30, 60, and 90 days?

ASSUMPTION: Asking these questions will help you better understand the role, the team, and the company culture, enabling you to make an informed decision about the opportunity.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight your relevant marketing experience, leadership skills, and industry knowledge
• Prepare for behavioral interview questions that focus on your problem-solving skills, leadership style, and ability to drive results
• Research CVS Health's company culture and values to demonstrate your fit with the organization
• Be prepared to discuss your experience with CRM systems, marketing automation tools, and next best action artificial intelligence
• Follow up with the hiring manager one week after your interview to express your continued interest in the role

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.