Behavior Change Marketing - Senior Manager

Job DescriptionThe Senior Manager of Behavior Change Marketing (a "Pod Lead") will lead an agile marketing team to be the end-to-end owner of consumer engagement campaigns to drive better health outcomes for over 20 million members - driven by predictive models and advanced analytics. They will lead a cross-functional team within the NYC-based "Behavior Change Pods" agile marketing organization -- this is the CVS Enterprise Marketing test & learn innovation group. There will be a partial specialization in using nudges to inform provider behaviors (doctors/nurses/clinical staff).Trigger behavioral changes that reduce healthcare spend while increasing quality of life -- this is more than just a marketing job Come onboard and help us define and build the team.This role will be based in our New York City office, generally 2 days a week on-site, but conscious of evolving health safety considerations.Fundamental Components: Accountable for end to end execution of behavior change marketing campaigns in an agile / test & learn environment, with the goal to create and determine the best campaign strategy (e.g., content, channel, incentives) to influence cohorts defined by an advanced analytics team Manage a cross-functional, matrixed team that includes a Marketing Strategist, an Operations Specialist, Creative Leads such as graphic designers and copywriters, Salesforce Architect / martech leads, while deeply partnered with data scientists, data engineers, web/email developers, proofreaders. Guide the creative and copy for each of the campaigns through well thought out creative briefs, ensuring it utilizes proven behavioral economics for each cohort. Able to work directly with creatives to rapidly modify creative and content while adhering to a defined test strategy Accountable for ensuring accurate and timely implementation of the campaign across a variety of channels (email, direct mail, SMS, paid media, calls, etc.), which entails working with the business program managers to quality check and launch each campaign, ensure accurate tracking and measures are in place, and re-launch as needed Partner with data scientists, senior management, and marketing clients to develop marketing and testing strategies for multi-channel marketing communications across targeted audience segments Support the creation of a measurement / tracking plan for each campaign, working with the analytics counterpart, ensuring focus on changing behavior and improved health outcomes / lower medical cost Manage iterations associated with multiple phases of a behavior change campaign while also starting to engage in the test plan creation of another campaign ability to project manage across multiple campaigns Create thought leadership with the MD and our communications team focused on the specific behaviors identifiedRequired Qualifications8+ years relevant work experience 1+ years using behavioral economics 3 years of Marketing experienceCOVID RequirementsCOVID-19 Vaccination RequirementCVS 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.Preferred QualificationsDemonstrated past experience in driving behavior change and behavior change marketing campaigns through the use of behavioral economics; Deep marketing background, with proven results leading marketing campaigns Ideally experience in using marketing channels to educate providers (doctors/nurses/clinical staff) Degree or coursework in behavioral economics, the science behind behavior change, etc. Experience working in an agile methodology and/or rapid test and learn / iterative cycles either directly with marketing campaigns or in a product development environmentManagement experience Stakeholder Management experienceEducationBachelor's degree or equivalent experience. Advanced graduate degree preferred.Business OverviewBring your heart to CVS HealthEvery 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. We strive to promote and sustain a culture of diversity, inclusion and belonging every day. CVS Health is an affirmative action employer, and is an equal opportunity employer, as are the physician-owned businesses for which CVS Health provides management services. 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.

Created: 2025-10-04