Senior Manager - Retail Brand Strategy

Overview

We are committed to simplifying healthcare for individuals, families, and communities. For millions of Americans, this journey often begins at one of our retail stores, pharmacies, or clinics, where we support our customers in taking the next step in their healthcare journey. To further this mission, we are seeking dynamic leaders in marketing, customer experience, and service design who are eager to innovate and push boundaries to deliver impactful results for our customers and our business.

Our Pharmacy and Consumer Wellness Organization is at the core of this vision, emphasizing the creation of meaningful moments for those we serve. Our guiding principle is to provide heartfelt, personalized care by actively listening to feedback, removing barriers, and simplifying the overall experience.

Join CVS Health and play a key role in shaping the future of retail healthcare experiences, driving innovation, and making a meaningful impact on the lives of our customers.

As the Senior Manager of Retail Brand Experience Strategy
, you will play a crucial role in developing and optimizing retail formats and experiences that enhance customer engagement and differentiate our brand in alignment with our business strategy. You will lead the strategic development and execution of customer-focused experience strategies, marketing campaigns, and pilot programs in collaboration with various cross-functional teams, leveraging data and consumer insights to inform your initiatives.

In leading the Strategic Formats initiative
, you will advocate for and execute innovative initiatives that elevate the retail experience across our diverse store footprint. You will work closely with a cross-functional team of field, corporate, and external stakeholders to implement work streams that enhance the store experience and drive positive customer Net Promoter Score (NPS) growth. Additionally, you will gather and analyze customer and colleague insights to make informed programmatic recommendations and develop comprehensive documentation for delivery teams.

For the Strategic Experiences and Pilots work streams
, you will create, execute, and streamline store experience strategies that optimize customer engagement, highlight CVS’s unique offerings, and reinforce our differentiation. Your role is essential in representing the consumer perspective, ensuring that customers can confidently navigate the in-store experience through effective signage, digital tools, and other resources. You will collaborate closely with the Insights team to uncover customer insights related to evolving behaviors and leverage these insights to formulate hypotheses, continuously learning and refining the customer experience.

This role reports directly to the Director of Strategic Formats, Experiences, and Pilots within the Store Experience Marketing team and includes one direct report.

Primary

Responsibilities include:

• Ideate, evolve, and implement format strategies and initiatives for our store fleet, focusing on key drivers that contribute to positive customer NPS growth.
• Collaborate with the Director to establish key performance indicators (KPIs) to measure the effectiveness of retail standards initiatives.
• Develop structured processes for collecting, implementing, and reporting insights and feedback from field teams to understand challenges and opportunities in implementing retail standards.
• Conduct regular field visits and store audits to build relationships with colleagues, observe compliance with retail standards, and gather qualitative insights on customer and field interactions.
• Initiate customer insights and research initiatives, implementing data-driven recommendations that inform retail standards initiatives and programming.
• Regularly report on the performance of retail standards initiatives to senior leadership, highlighting successes and areas for further development.

• Design and implement innovative retail brand experience strategies that align with business objectives and customer needs.
• Lead the strategic brief and development process to enhance…