CRM Strategy Director

Job description

At CVS Health, we’re building a world of health around every consumer and surrounding ourselves with dedicated colleagues who are passionate about transforming health care.

As the nation’s leading health solutions company, we reach millions of Americans through our local presence, digital channels and more than 300,000 purpose-driven colleagues – caring for people where, when and how they choose in a way that is uniquely more connected, more convenient and more compassionate.

And we do it all with heart, each and every day.

At CVS Health, our retail business is a critical part of our strategy as the primary customer-facing piece of our portfolio.

Our CRM channels and communications are some of our most important marketing activities, driving sales, customer engagement and retention.

We are currently investing significantly in CRM to revolutionize the way we communicate with customers and are looking for an experienced CRM professional to help lead this change.

The director will report into the Executive Director of CRM Marketing.

The Lead Director of CRM Strategy owns the contact and engagement strategy for retail CVS across email, SMS, Push and direct mail.

This role has several key pieces:

+ Guiding cross functional POD teams to develop the customer contact strategy and journeys across lifecycles (acquisition, onboarding, active and lapsing/winback), tailored to key customer segments
+ Aligning journeys with retail goals while also facilitating personalization that deepens CVS’ relationship with the customer
+ Develop customer-first, cross-channel CRM strategies ensuring deployment of the right messages to the right customer at the right time to drive customer engagement & sales
+ Work cross functionally and be one of the primary decision makers in establishing and implementing an overarching governance model that automates customer contact decisions.

+ Improving performance & customer reporting & analytics, conducting deep dives and training the team to identify opportunities within lifecycles
+ Metrics include channel health (engagement, CTR, unsubscribes, etc.), financials (revenue, margin, markdowns, etc.) as well as articulating areas of opportunity & tactics to take advantage (reach, better targeting, etc.)
+ Robust understanding and experience utilizing universal control and/or holdout groups to support value articulation

+ Understanding the business drivers and their relation to CRM performance; working closely with cross functional teams across the organization to optimize performance
+ Prioritize business needs with minimal direction; understand implications of decisions on financials (sales, markdowns, redeemers, etc.)
+ Effectively influence different partners across the organization
+ Actively develop open and trusting relationships across a large, complex organization to create clear goals, accountability, and outcomes

+ Technical proficiency in how overall CRM marketing stacks work (data, decisioning, delivery)
+ Maintain an active collaborative partnership with MarTech, Marketing Operations, Analytics and Retail IT to set and execute an omnichannel and dynamic content roadmap
+ Assist in building the case for change and championing the need for transformation and additional investment

+ Managing & coaching a team of 8+ high performing marketers (4 direct)
+ Foster a highly engaged, positive and high performing culture that allows the team to excel as well as have fun
+ Coach team to perform their best work; coach team to understand priorities and how to effectively articulate and advocate for the best approach with cross functional teams

**WORK HOURS:** Please note that candidate selected will be required to work East Coast hours and must be willing to travel occasionally as needed to Woonsocket, RI.

**Required Qualifications:**

+ 10+ years of work experience in a marketing function
+ 5+ years of specific experience in CRM, lifecycle, or loyalty marketing or product management
+ 3+ years of experience managing a team

**Preferred Qualifications:**

+ Experience with implementing message orchestration/arbitration and/or customer lifecycle management strategies using new advanced analytics and/or technological enablement
+ Strong business acumen and understanding of business and CRM performance drivers
+ Experience with scaling personalized communications for a large, consumer facing brand.
+ Deep understanding of omni-channel orchestration and lifecycle journey management.
+ Experience with translating customer insights, behavior triggers, and segmentation data into cohesive and compelling lifecycle journeys
+ Understanding of omni-channel arbitration and governance principles and familiarity with the implementation of those principles at scale.
+ Strong judgement to effectively prioritize and focus on the biggest impact activities.
+ Experience working with the Adobe Experience Platform (AJO, CJA, AEM, etc.) or the Salesforce Marketing Cloud
+ Proven track record of the ability to work collaboratively with internal business partners to navigate change and deliver positive ROI results.
+ Self-motivated, high-capacity individual who can function and win in a performance-driven environment.
+ Excellent communication skills that can be effectively articulated in both written and oral forms across a diverse audience base.
+ Strong leader with previous experience building strong collaborative strategic marketing teams

**Education**

Bachelor's Degree or equivalent (HS Diploma + 4 years of relevant experience) required

Master’s Degree preferred

**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 our comprehensive and competitive mix of pay and benefits – investing in the physical, emotional and financial wellness of our colleagues and their families to help them be the healthiest they can be.

In addition to our competitive wages, our great benefits include:

+ **Affordable medical plan options,** a **401(k) plan** (including matching company contributions), and an **employee stock purchase plan** .
+ **No-cost programs for all colleagues** including wellness screenings, tobacco cessation and weight management programs, confidential counseling and financial coaching.
+ **Benefit solutions that address the different needs and preferences of our colleagues** including paid time off, flexible work schedules, family leave, dependent care resources, colleague assistance programs, tuition assistance, retiree medical access and many other benefits depending on eligibility.

For more information, visit https://jobs.cvshealth.com/us/en/benefits

We anticipate the application window for this opening will close on: 11/21/2025

Qualified applicants with arrest or conviction records will be considered for employment in accordance with all federal, state and local laws.
We are an equal opportunity and affirmative action employer.

We do not discriminate in recruiting, hiring, promotion, or any other personnel action based on race, ethnicity, color, national origin, sex/gender, sexual orientation, gender identity or expression, religion, age, disability, protected veteran status, or any other characteristic protected by applicable federal, state, or local law.

Required Skill Profession

Other General