Retail Brand Experience Strategy - Senior Manager - Strategic Formats, Experiences, and Pilots

At CVS Health, we’re building a world of health around every consumer and surrounding ourselves with dedicated colleagues who are passionate about transforming health care.

As the nation’s leading health solutions company, we reach millions of Americans through our local presence, digital channels and more than 300,000 purpose-driven colleagues – caring for people where, when and how they choose in a way that is uniquely more connected, more convenient and more compassionate. And we do it all with heart, each and every day.

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.

Position Overview:

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 workstreams 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 workstreams, 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:

Strategic Formats Strategy, Execution, and Measurement:

• 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.

Strategic Experiences & Pilots:

• 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 consumer decision-making and revenue, optimizing existing tactics while ideating and piloting new approaches.
• Oversee the end-to-end delivery of campaigns and projects, ensuring adherence to schedules and budgets while proactively managing risks and communicating progress to leadership with strategic solutions.
• Manage day-to-day relationships with agency partners, providing timely and constructive feedback to enhance collaboration.
• Continuously seek and implement more efficient and cost-effective ways of working across all projects to drive productivity and savings.

Cross-Functional Collaboration:

• Foster strong partnerships and influence across multiple functions and levels, including Customer Advocacy/Insights, Store Operations, Field Leadership, Creative, Store Design, Construction, Editorial, Enterprise Marketing Strategy, and Procurement.
• Collaborate with field leadership and store teams to identify new opportunities for change and elevate expectations to deliver a best-in-class retail experience.

Team Leadership and Development:

• Coach and mentor direct reports, providing specific performance feedback and fostering a collaborative, high-performing team environment.
• Review and approve briefs and work outputs from direct reports to ensure alignment with strategic goals.

Required Qualifications:

• 7+ years of experience in Retail Marketing, Store Operations, or a related field, with a strong foundation in business, retail, and consumer understanding.
• Prior supervisory experience managing a small team (1-2 direct reports)
• Willingness to travel a minimum of 25% to our retail stores to gain a deep understanding of customer experiences related to the strategies you develop.

Preferred Qualifications:

• Proven ability to lead and implement experience strategies among cross-functional teams, serving as the voice of the customer and patient while considering the end-to-end omni-channel experience.
• Experience in developing measurement plans and regularly evaluating and optimizing work based on key programs and customer insights, focusing on NPS and ROI.
• Strong background in leading the creative development process, including writing impactful creative briefs and providing feedback that aligns with experience objectives.
• Proficiency in coordinating the printing and shipping of signage, including partnering with Print Procurement and managing documentation and inventory.
• Experience in developing comprehensive project plans that ensure projects stay on track and within budget.
• Strong financial acumen, with the ability to track and manage project budgets and submit documentation to Finance.
• Established relationships with key internal stakeholders, such as Insights and Analytics, Creative and Experience Design, Delivery Management, Operations, Construction, A&E, Legal, and Finance, as well as external creative agencies.
• Demonstrated ability to analyze customer and field insights to drive strategic programmatic recommendations.
• Experience in developing and implementing standards or operational procedures in a complex retail environment.
• Proficiency in using customer experience management platforms, such as Medallia, to make data-driven, customer-focused recommendations.
• Strong strategic thinking skills, with the ability to translate strategies into actionable plans and drive successful execution.
• Exceptional communication skills, both written and verbal, with a proven track record of engaging and influencing diverse audiences, including senior leadership.
• Ability to collaborate effectively and drive successful project outcomes in partnership with internal and external stakeholders within a highly matrixed organization.
• Self-motivated and able to thrive in a fast-paced, performance-driven environment, making thoughtful decisions under tight deadlines.
• Intellectual curiosity and a willingness to challenge the status quo to drive continuous improvement.
• Experience leading creative agency collaborations, providing strategic direction, and ensuring alignment with brand and campaign strategy.
• Experience in coaching and developing a high-performing team.

Education

• Bachelor’s degree in Business, Marketing, or a related field or equivalent (HS Diploma and 4 years of experience) required
• Master’s degree is preferred

Pay Range

The typical pay range for this role is:

$82,940.00 - $199,144.00

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 our comprehensive and competitive mix of pay and benefits – investing in the physical, emotional and financial wellness of our colleagues and their families to help them be the healthiest they can be. In addition to our competitive wages, our great benefits include:

• Affordable medical plan options, a 401(k) plan (including matching company contributions), and an employee stock purchase plan.

• No-cost programs for all colleagues including wellness screenings, tobacco cessation and weight management programs, confidential counseling and financial coaching.

• Benefit solutions that address the different needs and preferences of our colleagues including paid time off, flexible work schedules, family leave, dependent care resources, colleague assistance programs, tuition assistance, retiree medical access and many other benefits depending on eligibility.

For more information, visit https://jobs.cvshealth.com/us/en/benefits

We anticipate the application window for this opening will close on: 01/30/2026

Qualified applicants with arrest or conviction records will be considered for employment in accordance with all federal, state and local laws.