Director, Health Hub Store Experience Strategy

Job Description
At CVS Health, we’re 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

Leadership
• 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.

Required Qualifications
• 8+ years of marketing or retail experience with a strong foundation of business, retailer, and consumer understanding.
• 6+ years of cross-functional leadership experience.
• 4+ years of retail marketing, CPG, or retail agency/strategy experience – brick and mortar retail experience strongly preferred.

Preferred Qualifications
• 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

Education
Bachelor’s degree in Business, Marketing, or related field preferred. Ideally, an MBA.