Digital Engagement Strategy Senior Manager

Woonsocket, RI, United States

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.

Our Customer Success and Growth Organization is at the heart of our customer experiences as we have a unique focus on defining meaningful moments for those we serve. Our north star is creating heartfelt, personalized moments by listening to feedback to remove existing obstacles and simplify enterprise experiences. You are joining a team that cares for the well-being of our colleagues by working together in a supportive, collaborate and agile environment.

At CVS Health, we are a pharmacy innovation company focused on helping people on their path to better health and are looking for innovative digital marketers who think big and push boundaries to drive business results with the consumer at the center. Sound like you? Read on.

Position Summary:

As the Senior Manager of Digital Engagement Strategy, you will be responsible for ensuring a seamless experience for those visiting CVS.com to explore Pharmacy and Health Care Delivery programs and services. You will become immersed in complex data sets that help to understand the patient and their journey and translate that data into onsite optimization, compelling experiences, and a cohesive content strategy. You will be responsible for site reporting and analytics, making a passion for data critical to the role. But you’ll also be highly collaborative, partnering with several internal teams including SEO to ensure that everything you do is in service of the customer and driving desired outcomes.

Skills and experiences that will define success in this role include: expertise in gathering, interpreting and actioning data from various sources, deriving insights that lead to game changing ideas, developing the prioritization and strategic direction for web optimization, leading on-site customer journey mapping while driving personalization, producing executive level dashboards and reporting.

Key Responsibilities

Strategy Development:

Lead the web strategy for key pharmacy landing pages and experiences, including development, design, content, conversion rate optimization (CRO), and UX enhancements that drive acquisition, conversion, and retention.

Collaborate with marketing teams to create and package high-value, clear and concise strategy decks and background materials for key Executive meetings.

Design, own, and execute compelling strategy materials and manage share-out of plans across CVS retail organization on regular cadence.

Demonstrate an ability to be agile, managing multiple complex priorities at one time, and adapting to change with enthusiasm

Ability to operate within the grey and successfully navigate ambiguity to deliver a quality product.

Insights and Measurement:

Develop a deep understanding of our customers and patients through data, insights, and cross-functional partnerships (Analytics, Digital, and Consumer Insights) and use those insights to inform site strategy.

Partner with Analytics to establish a clear measurement framework, define KPIs, track and analyze website performance, and manage forecasts.

Analyze and monitor page performance and user behavior across site landing pages, generate data-driven hypotheses that inform strategies and uncover areas of opportunity to improve the customer experience.

Develop and maintain comprehensive reporting systems that provide deep insights into user behavior, site performance, and the efficacy of different digital strategies. Regularly present these findings to senior management and relevant stakeholders, turning complex data into actionable strategies for continuous improvement and growth.

Stay at the forefront of industry trends and competitor activities, leveraging a combination of market research and analytical insights. This proactive approach ensures that our strategies are not only reactive to current market conditions but also anticipatory of future shifts.

Optimize:

Collaborate with content marketing team on SEO initiatives and content opportunities that improve website visibility and performance.

Drive Results:

Develop and execute innovative strategies to enhance the UX/UI, focusing on creating an engaging and seamless user journey on our sites.

Be responsible for the continuous optimization of all website experiences, ensuring they are not only aesthetically pleasing and functional but also effectively aligned with our broader marketing and brand objectives.

Team Leadership:

Mentor and coach team to develop top performers and marketing athletes. This is inclusive of articulating roles and responsibilities, creating accountability, and providing feedback on performance.

Champion a culture of focused execution and agility, empowering the team to respond dynamically to changing business needs and to prioritize tasks that yield the most significant benefits to the company.

This is a hybrid position and will require the individual to come into one of the offices 3 days a week (Tuesday, Wednesday, and Thursday).

Open to these locations:

Woonsocket, RI

New York, NY

Hartford, CT

Wellesley, MA or Boston, MA

Chicago, IL

Required Qualifications

5+ years of leading integrated web strategy experience with a foundation of business, retailer, and consumer understanding.

4+ years of cross-functional leadership experience.

2+ years of digital experience optimization including SEO performance and experience mapping.

5+ years of experience using data and insights to inform requirements, ideas, and strategies with hands-on experience with web tools (CMS, site analytics and business intelligence tools) specifically, Adobe products including AEM.

Preferred Qualifications

Demonstrated understanding of SEO fundamentals and the interaction between site architecture and content to deliver organic traffic performance.

Demonstrated ability to lead complex initiatives with minimal oversight.

Excellent communication, presentation, and interpersonal skills with the ability to adjust approach to accommodate your audience. Ability to effectively communicate with all levels of the organization.

Demonstrated relationship management skills at the senior level; capacity to quickly build and maintain credible relationships at varying levels of the organization simultaneously.

Excellent project management and problem-solving skills with the ability to manage multiple projects simultaneously from strategy to execution. Experience in Workfront a plus.

Experience in digital experience management, with a strong emphasis on UX/UI design, SEO, content strategy, and Conversion Rate Optimization (CRO).

Strong analytical mindset, with the ability to translate complex data into actionable strategies and clear, persuasive presentations to stakeholders.

Prior experience working with an external agency partner – ability to provide strategic direction, feedback and ensure creative is delivered on strategy.

Education

Bachelor’s degree or equivalent (HS Diploma and 4 years of experience) required

Masters preferred

Pay Range

The typical pay range for this role is:

$79,200.00 - $190,700.00

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 jobs.CVSHealth.com/benefits

We anticipate the application window for this opening will close on: 06/28/2024

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