Lead Director, Marketing Strategy

Lead Director, Aetna B2B Marketing Strategy

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.

The Lead Director, Aetna B2B Marketing Strategy, partners with Aetna Commercial, Medicaid, and Group Retiree sales and business leaders to develop and execute effective B2B marketing strategies. These strategies focus on driving awareness, consideration, and demand among prospective Aetna clients, as well as engagement and adoption among existing clients.

In this role, you will create thought leadership, shape content strategy, and drive decisions related to marketing strategy and the marketing mix across platforms, local presence, and activation channels. Success requires an innovative, change-oriented mindset with a strong passion for B2B client-centric, needs-based marketing. You will be responsible for the creation, development, and delivery of data-driven marketing programs and campaigns designed to convert prospects into clients and deepen loyalty among existing clients.

You will own marketing strategy for defined product portfolios, including development of product value propositions, identification of target audiences, and determining how, when, and where to bring product messages to market within client-centric marketing strategies and programs. This role partners closely with marketing leadership to help define Aetna's differentiation and promote solutions to relevant B2B and B2G decision-makers and influencers.

This position collaborates with business leaders to translate needs and opportunities into effective marketing strategies that highlight Aetna's value proposition and competitive differentiation. Strong cross-functional partnership is essential to bring B2B strategies to life through impactful marketing content, assets, and programs that drive growth across each phase of the buying journey and customer lifecycle.

What you will do:

• Drive innovation in B2B marketing operations and planning, leveraging marketing technology and tools to enhance process efficiency and optimize work.
• Develop and execute integrated, cross-functional marketing plans aligned to Aetna's strategic objectives.
• Partner with cross-functional stakeholders to define go-to-market approaches that drive demand across B2B and B2G audiences and support sales success.
• Advance strategic initiatives and identify future opportunities aligned to Aetna's broader vision, ensuring continued innovation and competitiveness.
• Develop comprehensive competitor marketing profiles to inform strategic decision-making and identify market trends.
• Partner with product, sales, and segment teams to incorporate market feedback into marketing strategy.
• Influence and optimize digital capabilities, tools, and platforms to support execution and deployment of marketing strategies.
• Create differentiated, impactful content to promote Aetna's products and programs, tailored to key external audiences.
• Stay current on industry trends and best practices, contributing innovative ideas to enhance marketing effectiveness.

Required Qualifications:

• 10+ years of experience in marketing, brand management, consulting, or a related field
• Strong strategic, critical thinking, and conceptual abilities; demonstrated ability to contribute to strategic planning discussions
• Excellent written and verbal communication skills, including the ability to engage diverse audiences and develop compelling presentations
• Deep expertise in B2B and/or B2C marketing, with a strong understanding of marketing strategies, tactics, and best practices
• Experience in healthcare/health insurance, product marketing, brand management, or agency management
• Strong attention to detail with the ability to manage multiple priorities simultaneously
• Proven ability to influence stakeholders and work effectively in a matrixed environment
• Strong accountability and ability to meet deadlines while maintaining confidentiality

Education

• Bachelor's degree in marketing, communications, journalism or related field or equivalent experience

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.