At CVS Health, were reinventing our front store to be the front door to healthcare. For millions of Americans, that journey begins with one of our 9,700+ retail stores, and we want to help each of our customers take the right first or next step in his or her healthcare journey. To help us achieve this goal we are looking for innovative marketing leaders who think big and push boundaries to drive results, for the consumer, and for the business.
As the Director, Health Hub Store Experience Strategy, you and your team will play a critical role as we create new and exciting store formats and specialized experiences within our Health Hub retail locations. Specifically, you will lead a Store Experience Strategy team that collaborates with other cross-functional teams to bring unique front store product, pharmacy and health services strategies & pilots to life with a customer first approach.
You will be responsible for creating an inspiring in-store shopper journey for our customers, for these unique retail experiences. In partnership with the Insights team, you will be accountable for unlocking customer insights about how shopper behavior is changing and leveraging those insights to develop hypothesis continually learning and optimizing the shopper experience. This role is critical in representing the consumer and helping her make confident choices in these new and exciting store experiences, through signage, digital tools, and more.
Additionally, you will build and develop a team responsible for building data driven, consumer focused plans that deliver on the Store Experience strategy, ensuring execution and ongoing optimization. Through structured tests, you will explore opportunities to increasingly motivate shopper to build their basket, adopt pharmacy and health services and engage with the experiences and tools within the Health Hub Experience.
Primary Role and Responsibility:
Develop exceptional retail experiences
Identify the target consumer groups, grounded in data, whom should be the target consumers for specialty format retail environments
Leveraging insights from a variety of internal and external data sources, outline key shopper journeys for these experiences, particularly outlining the decision making points and pain points that our retail experience design needs to consider
Drive the creative brief process, in partnership with Business Partners and Creative designers, to ensure we design experiences that optimize consumer decision making and revenue
Manage cross-functional teams to deliver experience strategy on time and on budget
Once experiences are in a prototype phase or live environment, continually understand consumer NPS, barriers to trial and barriers to retention to outline optimization plans
In-Store Digital Tools Strategy & Monetization
Lead the strategy development and ongoing learning agenda for all in-store digital tools to drive consumer engagement and sales/service growth
Identify new opportunities to appropriately monetize in-store digital tools & other in-store assets. Build out business cases and customer & messaging strategy to ensure new opportunities allow our consumers to make confident choices within our retail stores.
Develop implementation plans and partner cross-functionally to pilot and launch new monetization programs successfully.
Partner with CMX team to integrate in-store digital tools into the a consolidated vendor sales approach to maximize overall sales opportunities
Annual contract review and management of existing third party monetization agreements to drive overall business growth and continually monitor customer experience
Lead representative for the Store Experience team in all Health Hub Leadership and cross-functional planning meetings
Mentors team to articulate roles and responsibilities, sets accountability and provides feedback on performance.
Aligns with business partners and customer analytics on KPIs. Partners with Customer Analytics to establish program measurement plans and reporting.
Partner and Inspire Cross-functionally
Core cross-functional relationships to build and establish include Merchandising, Store Design, Construction Creative, Analytics.
A clear, effective, and collaborative communication style is critical to success.
A can do attitude and a passion for removing barriers is key, as many of the specialized retail format projects run on fast timelines and are subject to change as we go.
8+ years of marketing or retail experience with a strong foundation of business, retailer, and consumer understanding.
6+ years cross-functional leadership experience.
4+ years of retail marketing, CPG, or retail agency/strategy experience brick and mortar retail experience strongly preferred.
Proven track record of the ability to work collaboratively with internal and external business partners in delivery ROI positive results.
Experience working in a highly matrixed organization
Intellectual curiosity and rigorous analytical experience; strong familiarity with the in-store retail environment
Strong knowledge of the best use of digital technology to resolve brick and mortar shopping pain points for the consumer
Self-motivated, high capacity individual who can win in a demanding, performance-driven environment.
Excellent communication skills that can be effectively articulated in both written and oral forms across a diverse audience base.
Creative problem solver who can incorporate new learnings and act decisively, knowing when to involve leadership and when to move the ball forward
Deep appreciation of end-to-end consumer shopping experience
Proficient use of financial metrics/ratios to evaluate business cases and develop actionable insights
Proven ability to inspire, collaborate with, and influence business partners
Proven track record of growing and developing a high performing team
Bachelors degree in Business, Marketing, or related field preferred. Ideally, an MBA.
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.
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