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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.
This full‑time position is eligible for a comprehensive benefits package designed to support the physical, emotional, and financial well‑being of colleagues and their families. The benefits for this position include medical, dental, and vision coverage, paid time off, retirement savings options, wellness programs, and other resources, based on eligibility.
Additional details about available benefits are provided during the application process and on Benefits Moments.
We anticipate the application window for this opening will close on: 11/03/2026
Qualified applicants with arrest or conviction records will be considered for employment in accordance with all federal, state and local laws.
