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Senior Manager, Experiential Marketing Strategy

at CVS Health

Posted: 2/12/2020
Job Reference #: 1200677BR

Job Description

Job Description
At CVS Health, we’re reinventing our front store to be the front door to healthcare. For millions of Americans, that journey begins with one of our 9,900+ retail stores, and we want to help each of our customers take the right first or next step in his or her healthcare journey. To help us achieve this goal we are looking for innovative marketing leaders who think big and push boundaries to drive results, for the consumer, and for the business.

As the Senior Manager, Experiential Marketing Strategy, you will play a critical role as we create new and exciting store formats and specialized experiences within some of our retail stores. Specifically, you will lead the store experience and marketing strategy development in partnership with cross-functional teams to bring unique shopping experiences to life, such as our Beauty in Real Life stores, CVS y Más formats, and more.

You will be responsible for creating an inspiring shopper journey for our customers, both in-store and online for these unique retail experiences. In partnership with leadership and the Insights team, you will help unlock customer insights to understand how shopper behavior is changing and leverage those insights to develop hypothesis - continually learning and optimizing the shopper experience. This role is critical in representing the consumer and helping her make confident choices in these new and exciting store experiences, through signage, digital tools, and more.

Additionally, you will be responsible for building a data driven Marketing communications strategy, ensuring execution, and optimization to communicate with consumers and drive them into these specialty experiences, and keep them coming back. Through structured tests, you will explore opportunities to increasingly motivate shoppers to visit our stores.

Primary Role and Responsibility:

Develop exceptional retail experiences and execution plans:
- Leveraging insights from a variety of internal and external data sources, outline key shopper journeys for these experiences, particularly outlining the decision making points and pain points that our retail experience design needs to consider
- Drive the experience strategy development in partnership with Director/Sr. Director and Creative design teams, to ensure we design experiences that optimize consumer decision making/adoption and drive revenue
- Manage cross-functional teams to deliver experience strategy on time and on budget including, but not limited to, creative brief development, collaboration with Procurement on creation and delivery experience elements, collaboration with Construction and Operations on store readiness, and legal and business review and approval process
- Once experiences are in a prototype phase or live environment, continually understand consumer NPS, barriers to trial and barriers to retention to outline optimization plans Execution and Optimization

Marketing Strategy and execution that drives results:
- Collaborate with Director/Senior Director to build marketing strategies, rooted in data, that are designed to get the consumer into tailored retail experiences and get them moving more of their retail trips to these store
- Outline the most ROI positive way to engage consumers
- Own the development of the strategic marketing brief and partner with internal and external creative and media partners/channel experts on the execution of the marketing plan, inclusive of both paid (media, events) and owned assets (signage, email, digital)
- Once strategies are developed, ensure they can be operationalized and scaled, with flawless execution (including roll out at store)
- Partner with other Marketing teams to integrate, where it makes sense, with other communication in market, versioned for these unique retail experiences
- Manage cross-functional teams to deliver marketing campaigns on time and on budget

Partner and Inspire Cross-functionally:
- Core cross-functional relationships to build and establish include Merchandising, Store Design, Construction Creative, and Analytics.
- 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 specialized retail format projects run on fast timelines and are subject to change as we go.

Required Qualifications
- 5+ years of retail marketing experience with a strong foundation of business and consumer understanding
- 3+ years of cross-functional leadership experience
- 2+ years of digital marketing experience including examples of testing and validating emerging opportunities
- 2+ years of store experience strategy & execution

Preferred Qualifications
- Proven track record of the ability to work collaboratively with internal and external business partners in delivering positive ROI
- Intellectual curiosity and rigorous analytical experience and a strong familiarity with the digital environment
- Self-motivated, high capacity individual who can function and 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 into existing plans and act decisively and independently
- Experience working in a highly matrixed organization
- Deep appreciation of end-to-end consumer shopping experience
- Experience with relevant marketing technology and channels
- Online and offline marketing experience
- Strong PC knowledge including Microsoft Word, Excel, and PowerPoint

Bachelor’s degree in Business, Marketing, or related field preferred. Ideally, an MBA

Business Overview
It’s a new day in health care.

Combining CVS Health and Aetna was a transformative moment for our company and our industry, establishing CVS Health as the nation’s premier health innovation company. Through our health services, insurance plans and community pharmacists, we’re pioneering a bold new approach to total health. As a CVS Health colleague, you’ll be at the center of it all.

We offer a diverse work experience that empowers colleagues for career success. In addition to skill and experience, we also seek to attract and retain colleagues whose beliefs and behaviors are in alignment with our core values of collaboration, innovation, caring, integrity and accountability.

CVS Health is an equal opportunity/affirmative action employer. Gender/Ethnicity/Disability/Protected Veteran - we highly value and are committed to all forms of diversity in the workplace. We proudly support and encourage people with military experience (active, veterans, reservists and National Guard) as well as military spouses to apply for CVS Health job opportunities. 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. We provide reasonable accommodations to qualified individuals with disabilities. If you require assistance to apply for this job, please contact our Advice and Counsel Reasonable Accommodations team. Please note that we only accept applications for employment via this site.

If technical issues are preventing you from applying to a position, contact Kenexa Helpdesk at 1-855-338-5609 or For technical issues with the Virtual Job Tryout assessment, contact the Shaker Help Desk at 1-877-987-5352.

Application Instructions

Please click on the link below to apply for this position. A new window will open and direct you to apply at our corporate careers page. We look forward to hearing from you!