We're building a world of health around every individual - shaping a more connected, convenient and compassionate health experience. At CVS Health®, you'll be surrounded by passionate colleagues who care deeply, innovate with purpose, hold ourselves accountable and prioritize safety and quality in everything we do. Join us and be part of something bigger - helping to simplify health care one person, one family and one community at a time.
Job Profile Summary
The Lead Director, Strategic Marketing on the Aetna Medicare Marketing team is responsible for setting and leading the strategic creative direction that supports long-term membership growth and retention. This role defines the narrative, positioning, and creative strategy for Aetna Medicare, translating business priorities, customer insights, and research into clear, actionable direction that drives creative excellence and measurable performance.
This leader guides strategic creative planning across the Medicare portfolio, informing go-to-market strategy and ensuring consistency across campaigns. The role partners closely with CVS Health and Aetna brand teams and collaborates across product, sales, media, and activation teams to ensure Medicare marketing is fully aligned with enterprise brand standards, regulatory requirements, and business objectives.
Key Responsibilities
Lead Aetna Medicare brand and strategic marketing planning across product and lifecycle campaigns, ensuring clarity, consistency, and performance across initiatives.
Define campaign narratives, messaging frameworks, and creative approaches that strengthen brand positioning while supporting growth and retention goals.
Set creative strategy and messaging direction for large-scale, high-visibility campaigns that influence brand equity and business outcomes.
Translate customer insights, research findings, testing results, and performance data into actionable creative guidance for internal teams and agency partners.
Provide hands-on creative direction for priority initiatives, including annual campaigns and major product or enrollment launches.
Establish scalable creative frameworks and standards that enable consistent, high-quality execution across channels and teams.
Partner with channel, media, activation, product, and sales teams to ensure creative strategy is delivered through cohesive, effective multi-channel execution.
Influence senior leaders through clear strategic recommendations, strong storytelling, and sound marketing judgment.
Lead complex, cross-functional initiatives within a highly matrixed organization, integrating brand, media, product, and sales objectives.
Serve as a key liaison to CVS Health and Aetna brand teams to ensure alignment with enterprise brand strategy and standards.
Provide oversight of agency relationships and budgets, depending on portfolio assignment.
Minimum Qualifications
Bachelor's degree or equivalent experience.
10 to 15 years of experience in strategic marketing, brand strategy, or integrated marketing, preferably within a B2C environment.
Strong knowledge of B2C marketing principles and experience developing direct-to-consumer marketing strategies and creative campaigns.
Demonstrated experience leading marketing strategy and/or creative direction for large-scale, multi-channel campaigns.
Experience leading end-to-end creative production, from creative brief development through final execution.
Strong problem-solving and decision-making skills, with the ability to interpret marketing performance data and campaign analytics.
Proven ability to translate business objectives, customer insights, and research into clear creative and marketing strategy.
Demonstrated ability to collaborate closely with marketing partners and lead complex initiatives within a highly matrixed organization.
Preferred Qualifications
Experience marketing Medicare products and services, particularly Medicare Advantage and Special Needs Plans (SNPs).
Working knowledge of CMS marketing guidelines and experience interpreting regulatory requirements for compliant marketing communications.
Experience leading multi-channel marketing campaigns in a fast-paced, highly regulated environment.
Experience managing creative agencies and marketing budgets.
Experience with B2B marketing principles.
Experience developing and leveraging research, testing, and insights to inform strategy, optimization, and creative decision-making.
Demonstrated ability to deliver high-quality, compliant marketing work against demanding timelines.
Experience working within a large, enterprise brand or complex organizational environment.
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 offering a comprehensive and competitive mix of pay and benefits that reflects our commitment to our colleagues and their families.
This full-time position is eligible for a comprehensive benefits package designed to support the physical, emotional, and financial well-being of colleagues and their families. The benefits for this position include medical, dental, and vision coverage, paid time off, retirement savings options, wellness programs, and other resources, based on eligibility.
Additional details about available benefits are provided during the application process and on Benefits Moments (https://learn.bswift.com/cvshealth-mainland) .
We anticipate the application window for this opening will close on: 05/25/2026
Qualified applicants with arrest or conviction records will be considered for employment in accordance with all federal, state and local laws.
CVS Health is an equal opportunity/affirmative action employer, including Disability/Protected Veteran - committed to diversity in the workplace.
