Web Channel and SEO Director

Bring your heart to CVS Health. Every one of us at CVS Health shares a single, clear purpose: Bringing our heart to every moment of your health. This purpose guides our commitment to deliver enhanced human-centric health care for a rapidly changing world. Anchored in our brand — with heart at its center — our purpose sends a personal message that how we deliver our services is just as important as what we deliver.
 
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Position Summary

The Web Channel Owner role for Aetna Medicare is a critical position in our Marketing organization, with accountability for the acquisition and engagement of members, prospects, and shoppers on the Aetna.com site, our landing pages, and our DTC Shop, Buy, and Enroll tool. This role will partner across the organization, working with Sales, Marketing, Analytics, MarTech, Content, UX, Research, Privacy, Compliance, and other teams to set the direction for and manage the execution and delivery of acquisition, conversion, and retention experiences. Supporting digital properties hosting more than 20M visits a year, this role will work across the organization to ensure our strategy, roadmap, priorities, and deliverables align to the needs of our users, our business, and our stakeholders.

Key Responsibilities

• Own accountability for end-to-end public site experiences, for prospects and shoppers, from the homepage/landing page through the shopping portal
• Deliver digital experiences that realize our strategic marketing objectives and implement the contact strategies developed in partnership with our Acquisition, Retention, and Conversion Marketing teams
• Define, prioritize, and shepherd the delivery of Digital Marketing’s capabilities backlog for Aetna.com/Medicare, AllinaHealthAetnaMedicare.com, the Shop, Buy, and Enroll tool, and more, in partnership with the MarTech/Digital Product organization, and aligned with the Medicare Marketing, Sales, and Business teams
• Direct the day-to-day execution of our SEO program, managing our agency and directing both creative and technical development and publication
• Take ownership of customer journey mapping, defining the role of our sites in the prospect and member journeys and establishing the respective roles of the core site vs landing pages/microsites; ensure clarity of role and function in customer journey of all enterprise Medicare web assets
• Own critical KPIs, and support improvement via active monitoring and reporting, for metrics including organic traffic, engaged users, inbound calls, engagement and bounce rates, shopping rates, and task completion
• Serve as the Marketing lead for the integration of Aetna Medicare experiences into the core Aetna.com website
• Review and approve functional definitions, user stories, wireframes, page designs, content, copy, site structure, and functions
• Partner closely with the Paid Search and Display, Email marketing, and Media teams and agencies to ensure a through-line for prospects from pre-site touch to end of journey
• Support digital analytics and web sales forecasting, and own the first line of accountability for performance reporting during the annual enrollment period
• Provide operational support for website, landing page, and shopping tool initiatives, and support QA and validation of production deployments
• Drive strategic thinking in digital experience design, bringing a critical eye to initiatives and their execution; raise the average level of digital savvy across the org, and serve as a subject matter expert on digital experiences across the full spectrum and customer lifecycle
• Mentor the next generation of Digital Marketing leaders, and actively support the building, development, and retention of a diverse, high-powered bench of Digital talent

Required Qualifications

• 8+ years’ experience managing an enterprise marketing website in a matrixed, multistakeholder environment
• 5+ years’ experience managing a complex, multi-step, multi-integration DTC shopping/enrollment platform
• 3+ years’ experience with people leadership and management (2-4 direct reports)
• Deep proficiency with digital analytics at an enterprise scale, via tools such as Adobe Analytics/Customer Journey Analytics, Tableau, or Google Analytics

Preferred Qualifications

• Demonstrated record of thinking strategically while leading tactically, thinking through multiple orders of consequences to solve problems and improve outcomes
• Proven track record of successful deliveries, with projects designed, shipped, and driven by application of digital analytics, user research, and other hard data, with directly measurable and documented positive outcomes
• History of driving improved organic user acquisition and increasing DTC shopping engagement
• Highly conversant in eCommerce experience design, DTC user acquisition, UX and content design, content strategy, digital product management, SEO, and accessibility
• Ability to lead without authority, exercising soft power and creativity to solve business challenges, rallying stakeholders behind non-obvious solutions, and managing through disagreement to build consensus
• Strong combination of business, analytical, and technical acumen
• Demonstrated history of taking the lead, dealing with ambiguity, and delivering solutions that weren’t directed or predefined
• Strong storytelling and communication skills, able to convey critical digital strategy and impact realities and lessons to less digital-native audiences
• Experience in healthcare or health services is highly preferred
• Experience in highly-regulated industries is a strong plus

Education

Bachelor’s degree OR equivalent (4 years’ experience and High School Diploma/GED) required

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. 
 
In addition to your compensation, enjoy the rewards of an organization that puts our heart into caring for our colleagues and our communities.  The Company offers a full range of medical, dental, and vision benefits.  Eligible employees may enroll in the Company’s 401(k) retirement savings plan, and an Employee Stock Purchase Plan is also available for eligible employees.  The Company provides a fully-paid term life insurance plan to eligible employees, and short-term and long term disability benefits. CVS Health also offers numerous well-being programs, education assistance, free development courses, a CVS store discount, and discount programs with participating partners.  As for time off, Company employees enjoy Paid Time Off (“PTO”) or vacation pay, as well as paid holidays throughout the calendar year. Number of paid holidays, sick time and other time off are provided consistent with relevant state law and Company policies. 
 
For more detailed information on available benefits, please visit Benefits | CVS Health

We anticipate the application window for this opening will close on: 03/28/2025

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