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CVS Health Strategic Marketing Director, Loyalty Acquisition & Experience in Field, New York

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.


At CVS Health, our retail business is a critical part of our strategy. We are looking for a marketing leader who thinks big and pushes boundaries to use data, technology, and insights to drive business results.


  • We are looking for candidates located on the East Coast or Chicago

  • Should a candidate be located near one of our HUB offices, they will be encouraged to come into the office Tues-Thurs. HUBS are NY NY, Wellesley, MA, Woonsocket, RI and Chicago, IL.

Key Responsibilities:

The Strategic Marketing Director, Loyalty Acquisition & Experience will support the foundational pillar of the CVS retail business: our ExtraCare and CarePass loyalty programs. They will drive forward our loyalty agenda through helping set the marketing and business strategy, working closely with cross-functional partners in merchandising, digital product and seasonal marketing:

  • Marketing

  • Sets the 1-3 year marketing vision and strategy for loyalty at CVS; understands how to right-size investments for our program and customer and how to build long lasting acquisition & retention campaigns across both digital and brick & mortar

  • Develops effective annual marketing plan(s) that will support the ExtraCare and CarePass loyalty programs (from an acquisition, benefits usage and retention perspective); develops programs with an eye to LTV and attracting high quality leads

  • Able to leverage cross-functional teams from insights, loyalty benefits, store experience and other specialists to drive full 360 marketing campaigns that efficiently acquires new, high-quality members into our program

  • Effectively advise and influence loyalty benefits, promo structure and field/ops teams based on customer and competitive insights

  • Oversee development and reporting of performance dashboard in partnership with analytics partners; ability to succinctly deliver results to executive audiences and guide teams on channel, creative and other optimizations

  • Identifies customer growth segments and builds strategies to target and personalize communications at relevant moments to motivate program trial and upsell

  • Strategic & Business Analyses

  • Leads team competitive set and regular benchmarking to understand how other retailers/competitors market their loyalty business (claims/benefits, marketing campaign insights, etc.)

  • Strong business sense of how loyalty programs work, the right types of investments and levers to drive sales / engagement

  • Influence annual agenda of priorities within our loyalty portfolio through helping develop the annual roadmap that includes marketing, merchant and digital investments

  • Serve as a resource on the business of loyalty; understand the economics of our program and of competitor programs

  • Leadership and Collaboration

  • Ability to effectively influence different partners across the organization (merchandising, marketing and digital)

  • Actively develops open and trusting relationships across a large, complex organization to create clear goals, accountability and outcomes

  • Acts as a trusted coach and mentor; manages a team

  • Adapts plans and priorities to meet business objectives and/or operational challenges

  • Strong organization and prioritization abilities

An ideal candidate has a deep background in at least one of these areas:

  • Product Marketing

  • Develop competitive set and regular benchmarking of other retailer/loyalty apps and digital experiences; assess digital flow, access & use of rewards, and understands how concepts like leader boards & challenges can incent return trips and loyalty

  • Work closely with digital product to develop annual and quarterly roadmap, surfacing priorities and dependencies

  • Develop roadmap for marketing functionality needed to better target & enroll ExtraCare and CarePass members

  • Lead Generation

  • Experience designing and running digital lead generation campaigns that effectively acquire & retain high quality customers with small marketing budgets

  • Strong understanding of digital channels and the effectiveness, mix and ROI needed to deliver on enrollment targets

  • Ability to develop media spend and pacing estimates, report on results and re-optimize based on results

  • Develop learning agenda & measurement plan, size business opportunity, and understand the role of different channels in acquiring new consumers

Required Qualifications

  • 10+ years of marketing experience with a strong foundation of business, retailer, and consumer understanding.

  • Strong leader with 5+ years cross-functional leadership or management experience. Ability to influence and navigate demanding stakeholders to advance business needs.

  • Strategic mindset; able to ruthlessly prioritize to achieve results. Ability to simplify very complex programs into compelling messages

  • Self-motivated team player who is willing to roll up their sleeves and work beside their team

  • Creative problem solver who can incorporate new learnings into existing plans and act decisively and independently.

Preferred Qualifications

  • 2+ years in loyalty

  • Proven track record working collaboratively with internal and external business partners in delivering positive ROI results.

  • 2+ years of product marketing experience, including competitive benchmarking, basic UI/flow analysis and developing strategic business cases

  • 2+ years of lead gen experience including examples of testing and validating emerging opportunities

  • 1+ years of brand or category management experience a plus


  • Bachelor's Degree or equivalent work experience (4yrs).

  • MBA Preferred

Pay Range

The typical pay range for this role is:

$100,000.00 - $227,000.00

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

CVS Health requires certain colleagues to be fully vaccinated against COVID-19 (including any booster shots if required), where allowable under the law, unless they are approved for a reasonable accommodation based on disability, medical condition, religious belief, or other legally recognized reasons that prevents them from being vaccinated.

You are required to have received at least one COVID-19 shot prior to your first day of employment and to provide proof of your vaccination status or apply for a reasonable accommodation within the first 10 days of your employment. Please note that in some states and roles, you may be required to provide proof of full vaccination or an approved reasonable accommodation before you can begin to actively work.

CVS Health is committed to recruiting, hiring, developing, advancing, and retaining individuals with disabilities. As such, we strive to provide equal access to the benefits and privileges of employment, including the provision of a reasonable accommodation to perform essential job functions. CVS Health can provide a request for a reasonable accommodation, including a qualified interpreter, written information in other formats, translation or other services through If you have a speech or hearing disability, please call 7-1-1 to utilize Telecommunications Relay Services (TRS). We will make every effort to respond to your request within 48 business hours and do everything we can to work towards a solution.