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Digital Strategy & Engagement Director
CVS Health Corporation
Woonsocket, RI, United States
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Position Summary
As the Director for PBM Member Strategy & Engagement you will be responsible for member interactions and improving their engagement across the enterprise to influence and drive behavior, leading to positive health outcomes. Your team will be responsible for developing and leading digital adoption and engagement for CVS Caremark Member and CVS Specialty Patients. You will bring with you a deep understanding of the digital direct marketing strategies, communication channel standard methodologies, PBM/healthcare data driven insights and research, and knowledge of the beneficiary experience.
The team you will be leading is focused on developing a holistic digital engagement approach for members, during their key PBM life-cycle moments including on-boarding, new diagnosis & corresponding therapy, benefit changes, among others. Additionally you will be partnering closely with the Enterprise Digital Team that is responsible for the overall digital strategy, and for building and managing of our digital assets. Your responsibilities will also include developing and executing strategies to significantly increase the size of our member email address database – a key enabler of our drive to digital strategy.
With this role being of high visibility, you will bring with you a combination of demonstrated B2C marketing proficiency and keen business insight to use analysis for actionable guidance and recommendations around communication and engagement strategy choices. You will partner closely with internal business leaders to identify ways to improve the overall experience through improved communication performance.
Your success will be determined by ability to drive forward the number of members who are actively using our website and mobile applications; the size and growth of our member email address database; member behavior (change) resulting from digital asset usage including increased enterprise share and increased medication adherence; reduced servicing costs that result from communications to members going paperless/digital; partnering with internal decision makers to deliver on optimized communications, improving client and member satisfaction, and working within and leading a high- performing team. You will be collaborating closely with other PBM and Specialty Marketing business leaders to identify ways to improve performance and bring sophisticated marketing strategies to bear. Some additional focus for you will include:
• Digital adoption and ongoing engagement strategy
• Lead and manage a team focused on driving behavior (change), and improving overall engagement across our assets
• Provide guidance on communication plans, creative and strategy
• Develop more personalized digital member communication approaches that stem from a member-centric vision
• Serve as a key digital leader within the organization and participate, as relevant and appropriate, on enterprise-wide cross-functional teams and on related member engagement initiatives.
• Partner across the team to ensure the organization is maximizing all touch points to drive members to digital assets
• Measurement/Analytics partnering with Enterprise Analytics team to define success and understand and analyze results in a robust teach and learn environment
Required Qualifications
• 8+ years of marketing experience with a strong foundation of consumer engagement marketing, with a specific background in within the digital marketing space
• 3 years or greater of health services marketing
• Willing and able to travel up to 10%
Preferred Qualifications
• Strong team and relationship management skills with demonstrated strength in developing talent
• Knowledge of the healthcare industry including PBM, Retail and Specialty pharmacy, payer, provider, etc., including PBM member populations and their behaviors, across lines of business
• Proven track record of the ability to work collaboratively with internal and external business partners
• Self-motivated, high capacity individual who can function and win in a demanding, dynamic environment
• Creative problem solver who can provide guidance to team, as well incorporate new insights into plans and act decisively and independently
• Ability to develop and deliver presentations to key partners that effectively communicate key findings, and summarize insights, implications, and recommendations
• Ability to build productive cross-functional relationships at all levels of the organization
Education
• Bachelors Degree is required
• Masters Degree is preferred
Business Overview
CVS Health, through our unmatched breadth of service offerings, is transforming the delivery of health care services in the U.S. We are an innovative, fast-growing company guided by values that focus on teamwork, integrity and respect for our colleagues and customers. What are we looking for in our colleagues? We seek fresh ideas, new perspectives, a diversity of experiences, and a dedication to service that will help us better meet the needs of the many people and businesses that rely on us each day. As the nation’s largest pharmacy health care provider, we offer a wide range of exciting and fulfilling career opportunities across our three business units – MinuteClinic, pharmacy benefit management (PBM) and retail pharmacy. Our energetic and service-oriented colleagues work hard every day to make a positive difference in the lives of our customers.
CVS Health is an equal opportunity employer. We do not discriminate in hiring or employment against any individual on the basis of race, ethnicity, ancestry, color, religion, sex/gender (including pregnancy), national origin, sexual orientation, gender identity or expression, physical or mental disability, medical condition, age, veteran status, military status, marital status, genetic information, citizenship status, unemployment status, political affiliation, or on any other basis or characteristic prohibited by applicable federal, state or local law. CVS Health will consider qualified job candidates with criminal histories in a manner consistent with federal, state and local laws. CVS Health will not discharge or in any other manner discriminate against any Colleague or applicant for employment because such Colleague or applicant has inquired about, discussed, or disclosed the compensation of the Colleague or applicant or another Colleague or applicant. Furthermore, we comply with the laws and regulations set forth in the following EEO is the Law Poster: EEO IS THE LAW and EEO IS THE LAW SUPPLEMENT
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