Brand Strategy Operations - Lead Director

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.

Position Summary

The Director, Brand Strategy Operations, and a very small team, will play a critical role in clearly articulating the CVS Health value proposition in a way that motivates all colleagues to live the brand strategy in all they do.  This leader will take point on building the right strategy and form factor for a ‘brand book’ that articulates the what, the why, and the how.  This work will be done in close partnership with the Brand Identity team. 

This leader will be responsible for managing brand integration strategies and projects, such as the CVS Healthspire brand rollout.  They will also play a key role in defining, evangelizing and executing our CVS Health brand strategy with business unit teams that need to support the brand strategy. 

This leader will also advance CVS Health’s commitment to consumer-centricity by driving ongoing sustainment and adoption of Helping with Heart among our colleagues.

In partnership with the Insights team, this leader will be accountable for outlining management routines and the right measurement strategy for driving advancement and understanding of the CVS Health brand strategy, with multiple audiences and stakeholder groups. 

The ability to impact and influence with a combination of data and storytelling will be imperative to the success of this leader.  Strong project management and ability to build and drive management routines with senior stakeholders will also be a key to success.

For the right person that gets excited about taking on a problem to solve with ambiguity, there is a real opportunity to chart your own path and create something truly impactful!

Primary Role and Responsibility:

Operationalize Brand Strategy

• Lead the strategy development and ongoing optimization of how we bring our CVS Health brand to life within each of the individual business units and inspire partner teams to continuously identify ways to garner connectivity across
• Rollout & continuously optimize the CVS Health value proposition, brand personality, and Helping with Heart behaviors to create consistency across business units
• Play a key role in identifying the most effective and efficient way to showcase the celebrate the positive moments of surprise and delight happening across the enterprise each day
• Project manage cross-functional team on large brand architecture and identity projects, particularly the migration of our Health Services segment to CVS Healthspire
• Champion simplification of our brand architecture
• Develop the right operational management routines and appropriate scorecard to effectively measure progress on the strength of the CVS Health brand and the business unit brands – both qualitative and quantitative metrics
• Travel required:  minimum 25% expected to our retail stores and other business units to deeply understand how the customer will experience the strategies you build.

Steward Helping with Heart

• Advance CVS Health’s commitment to consumer-centricity by driving ongoing sustainment and adoption of Helping With Heart among our colleagues:
  • Deepen partnerships with BUs as well as with cross functional enterprise teams such as Communications and HR (performance and talent management) to systematically and meaningfully integrate Helping With Heart within existing enterprise and BU processes 
  • Ensure ongoing alignment with Enterprise Cx team to include HWH in BU forums and Cx strategic plans that outline future opportunities for colleague empowerment, enablement, etc.
  • Review ongoing HWH data and trends; partner with BUs and Cx teams to ensure visibility and alignment
• Enhance customer loyalty and brand trust by creating customer-facing campaigns and programs that emphasize our consumer-centric orientation.

Lead and Mentor

• Mentors team to articulate roles and responsibilities, sets accountability and provides feedback on performance.
• Identify and inspire business unit champions to carry the core brand personality and behaviors we desire to be consistent across all CVS Health business units

Partner and Inspire Cross-functionally

• Core cross-functional relationships to build and establish include Customer Advocacy/Insights, Store Operations, Aetna Marketing, CVS Pharmacy Marketing, Creative, etc.
• A clear, effective, and collaborative communication style is critical to success.
• A can-do attitude and a passion for removing barriers is key, as many of the enterprise brand projects require a strong ability to impact and influence the business unit teams

Required Qualifications

• 8+ years of brand management or marketing experience with a strong understanding of consumer and B2B audiences
• 6+ years cross-functional leadership experience
• 4+ years of retail marketing, RX/Health Services marketing, or retail agency/strategy experience

Preferred Qualifications

• Proven track record of the ability to work collaboratively with internal and external business partners in delivery ROI positive results.
• Experience working in a highly matrixed organization
• Must be comfortable operating with ambiguity
• Self-motivated, high-capacity individual who can win in a demanding, performance-driven environment.
• Excellent communication skills that can be effectively articulated in both written and oral forms across a diverse audience base.
• Creative problem solver who can incorporate new learnings and act decisively, knowing when to involve leadership and when to move the ball forward
• Deep appreciation of end-to-end consumer shopping experience
• Proficient use of financial metrics/ratios to evaluate business cases and develop actionable insights
• Proven ability to inspire, collaborate with, and influence business partners
• Proven track record of growing and developing a high performing team

Education
Bachelor’s degree in Business, Marketing, or related field OR equivalent (4 years’ experience and High School Diploma/GED) required.

MBA preferred

Pay Range

The typical pay range for this role is:

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

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