CVS Health is a Fortune 4 company embarking on a journey of evolving its world-class ExtraCare Rewards program, improving the experience of our 70M+ members. The Loyalty & Personalization team aims to inspire customers to consistently choose CVS as their health and wellness go-to retailer by delivering value as well as the most relevant and rewarding personalized shopping experience. The team leverages strategic customer growth strategies and the power of personalization to drive customer loyalty and inspire shopping trips through ExtraCare offers, marketing communications and digital interactions.
Deepening the customer relationship with CVS will drive customer satisfaction and topline sales and is essential for driving future retail growth. We are looking for the best, the brightest and the most passionate customer visionaries to join our team and help us deliver on this initiative.
The Director, Customer Growth, will develop a deep understanding of the CVS customer and be responsible for defining, elevating, and prioritizing customer share-of-wallet growth opportunities for the Loyalty & Personalization team and the Front Store. This essential team leader will set and deliver our Front Store customer engagement strategy and roadmap for the next 3-5 years and play an integral role in influencing customer-centric thinking across CVS retail. This role will be the master of whats happening with our customers, driving critical customer analysis for the Front Store, identifying, and exploring customer attributes, behavior patterns, and changes to find pockets of opportunity for action. You will touch and work with many teams, including Loyalty & Personalization, Retail Analytics, Merchandising, Digital Product Development, Consumer Insights and Retail Marketing.
The Director of Customer Engagement will report to the Senior Director, Loyalty & Customer Growth Strategy, with consistent exposure and engagement with VP and SVP levels.
Customer Diagnostics & Sprints
Systematically monitor core customer metrics for customer health, adding and redefining metrics as the business grows and changes.
Elevate our ongoing and ad hoc customer insights demonstrating an intrinsic curiosity about consumer behavior. Provide key strategic Front Store business and category insights with a customer lens, including activations around the customer cohorts / segmentations.
Drive customer profitability through discovery of new customer patterns and behaviors.
Frame and drive customer analyses that prove / disprove key hypotheses to inform business priorities.
Customer Growth Strategic Vision, Opportunities & Segmentations
Develop ExtraCares 3-5 years of customer growth strategy; develop presentations to communicate vision and opportunities to all levels of the organization.
Provide thought leadership into ExtraCares customer growth opportunities. Size and scope customer growth opportunities, using data, analytics, industry findings, and cross-functional partnership, ultimately developing a business case with a path to growth and partnership buy-in.
Reimagine how we consider and use new customer cohorts / segmentation and develop actionable strategies to drive meaningful outcomes.
Uncover insights for activation, with well-rounded view of the customer (includes behavioral data and customer insights). Work with teams as the customer lead to develop innovative and out-of-the-box personalization strategies across customer cohorts, this may include new communication approaches and experiences, cadence strategies, offer strategies, methods of offer delivery, new external partnerships, etc.
Own various customer segmentations and how they are used strategically
7+ years of experience in customer growth and development, data-driven marketing, or customer insights, and/or strategy development in a retail or consulting environment.
Bachelors degree in Business, Management, Economics, Marketing, or Data Science is preferred.
MBA is strongly preferred.
COVID-19 Vaccination Requirement
CVS Health requires its Colleagues in certain positions 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, pregnancy, or religious belief that prevents them from being vaccinated.
- If you are 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 within the first 30 days of your employment. For the two COVID-19 shot regimen, you will be required to provide proof of your second COVID-19 shot within the first 60 days of your employment. Failure to provide timely proof of your COVID-19 vaccination status will result in the termination of your employment with CVS Health.
- If you are unable to be fully vaccinated due to disability, medical condition, pregnancy, or religious belief, you will be required to apply for a reasonable accommodation within the first 30 days of your employment in order to remain employed with CVS Health. As a part of this process, you will be required to provide information or documentation about the reason you cannot be vaccinated. If your request for an accommodation is not approved, then your employment may be terminated.
A passion for a data driven understanding of customer behavior and uncovering growth opportunities for action.
Strong leadership skills and passion for envisioning the future state and driving evolution. Demonstrated ability to prioritize and deliver on multiple concurrent initiatives that have significant financial impact. Flexible and comfortable with ambiguity and white space
Highly motivated and possess vision and enthusiasm
Excellent communicator, both verbal and written, with the ability to set and frame a vision for executive alignment. Keen ability to distill complex ideas into simpler framework and illustrations.
Outstanding strategic thinking and analytical skills. Demonstrated ability to frame and evaluate business questions and hypotheses, and synthesize facts and insights into concrete, actionable insights.
Demonstrated passion for utilizing data to surface customer insights and growth opportunities --- knowledge of analytical approaches, as well as clear demonstrated customer analytics and growth opportunity identification is critical.
Proven ability to work across multiple simultaneous projects with high time demands and deliver impactful and mistake-free work product.
Demonstrated capability to deliver work and provide positive leadership in fast-paced, multi-project team-oriented environment.
Experience in utilizing marketing vehicles to influence customer behavior solid understanding of financial and operational functioning of targeted marketing vehicles.
BA/BS. MBA strongly preferred
At CVS Health, we are joined in a common purpose: helping people on their path to better health. We are working to transform health care through innovations that make quality care more accessible, easier to use, less expensive and patient-focused. Working together and organizing around the individual, we are pioneering a new approach to total health that puts people at the heart.
We strive to promote and sustain a culture of diversity, inclusion and belonging every day. CVS Health is an equal opportunity and affirmative action employer. We do not discriminate in recruiting, hiring or promotion based on race, ethnicity, sex/gender, sexual orientation, gender identity or expression, age, disability or protected veteran status or on any other basis or characteristic prohibited by applicable federal, state, or local law. We proudly support and encourage people with military experience (active, veterans, reservists and National Guard) as well as military spouses to apply for CVS Health job opportunities.