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.
The Lead Director, Aetna B2B Marketing Strategy, is responsible for partnering with Aetna Commercial, Medicaid, and Group Retiree sales and business leaders to develop effective B2B marketing strategies that drive sales success and growth through impactful and differentiated promotion of Aetna's products and programs. These strategies will be focused on driving awareness, consideration and demand amongst prospective Aetna clients, as well as engagement and adoption from existing clients. They will also be critical to informing and defining Aetna's differentiation and promoting our differentiated solutions to relevant B2B and B2G decision makers and influencers.
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This leader will be responsible for leveraging competitive benchmarking, market research, and sales insights to identify and prioritize marketplace needs and opportunities. This leader will partner with business leaders to translate these needs and opportunities into winning marketing strategies that showcase Aetna's value proposition, while reinforcing client value and competitive differentiation.
This lead director will collaborate across a highly matrixed marketing organization within Aetna and CVS Health to bring our B2B strategies to life through impactful and differentiated marketing content, assets and programs that drive growth through each phase of the buying journey and customer lifecycle.
Vital to the role is to demonstrate a deep understanding of Aetna's sales and retention strategies, product and program strategies, B2B audience insights, which vary from small group to large group employers, state influencers and across all industry verticals, and the ability to articulate a differentiated narrative. It will be critical that a successful candidate can build and cultivate strong relationships with sales and product teams, and successfully navigate a dynamic and matrixed organization. Collaboration, business relationships and a deep curiosity for learning and creating are key for success.
- Partner with Product, Sales and Segment strategy teams to translate marketplace insights and competitive landscape to effective marketing strategies that differentiate Aetna's products and programs to drive growth. This includes core value proposition, including strong proof points that improve differentiation and change perceptions, key narrative and integrated marketing/communications plans across all key target audiences, and ensure the message strategies and narratives are consistently woven throughout all communications
- Develop differentiated and impactful content to promote Aetna's products and programs, tailored to key external audiences, that demonstrate Aetna's differentiated ability to solve client needs.
- Partner with cross-functional teams to develop go-to-market approach to drive demand across B2B and B2G audiences and enable sales success.
- Partner with broader marketing teams to leverage and optimize digital capabilities, tools and platforms to support execution and deployment of marketing strategies
- Effectively lead and engage a small team of marketers, providing coaching and development and ensuring colleagues are focused on work that drives the biggest impact for the business
- 10 years of overall working experience
- 8 years of experience in B2B thought leadership, portfolio and/or product marketing, working in a matrixed organization
- 5 years of experience leading initiatives in a flagship brand / large corporation, preferably in the healthcare benefits industry
- Experience managing people
- MBA/Master's degree in marketing, journalism or communications preferred
- 10+ years of experience in product marketing, both B2B and B2C, working in a matrixed organization
- Healthcare benefits industry experience, particularly in the group employer or public sector space
- Demonstrates a deep understanding of the business strategy & serves as the business strategic marketing advisor; drives messaging strategy and campaigns to meet business objectives.
- Deeply understand the marketplace dynamics and determine the strategic, intentional points of difference for Aetna, understand how specific offerings fit within the larger Aetna B2B marketing approach
- Set consistent KPIs to enable measurement and comparison across marketing tactics.
- Demonstrate and deliver on Aetna's goals, values, behaviors; promote a culture of consistent, focused execution and continuous improvement
- Expertise in marketing strategy development, portfolio positioning and integrated go-to-market executional plans
- Highly curious about the business with a passion to "dig" for the story and compelling proof
- Proven ability to develop & deliver insightful and innovative marketing plans with measurable outcomes.
- Highly-disciplined self-starter with a strong POV who can positively, effectively lead themselves and others, with a high level of autonomy.
- Constant source of marketing messaging and creative ideas - always looking to improve the ways in which cross-functional team executes
- Confident collaborator and influencer - able to productively partner with a wide variety of teams and senior level leaders across a matrixed Business and Marketing organization
- Outstanding written and verbal communication skills, including listening and ability to explain complex ideas and technologies, and writing and presenting formal presentations
Bachelor's degree in marketing, communications, journalism or related field or equivalent experience (4 years)
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.
In addition to your compensation, enjoy the rewards of an organization that puts our heart into caring for our colleagues and our communities. The Company offers a full range of medical, dental, and vision benefits. Eligible employees may enroll in the Company's 401(k) retirement savings plan, and an Employee Stock Purchase Plan is also available for eligible employees. The Company provides a fully-paid term life insurance plan to eligible employees, and short-term and long term disability benefits. CVS Health also offers numerous well-being programs, education assistance, free development courses, a CVS store discount, and discount programs with participating partners. As for time off, Company employees enjoy Paid Time Off ("PTO") or vacation pay, as well as paid holidays throughout the calendar year. Number of paid holidays, sick time and other time off are provided consistent with relevant state law and Company policies.
For more detailed information on available benefits, please visit Benefits | CVS Health
We anticipate the application window for this opening will close on: 12/09/2024
Qualified applicants with arrest or conviction records will be considered for employment in accordance with all federal, state and local laws.