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A new day in healthcare. Together, CVS Health and Aetna help people on their path to better health.

Marketing Strategist (Behavior Change Marketing) - 62930BR

Primary Location: New York, NY
Additional Locations: NY-New York

The Behavior Change Marketing Strategist leads end-to-end delivery of consumer engagement campaigns to drive better health outcomes for our almost 40 million members – driven by predictive models and advanced analytics.

This is a key role in Aetna's Behavior Change Marketing organization. Trigger behavioral changes that reduce healthcare spend while increasing quality of life -- this is more than just a marketing job! Come onboard and help us define and build the team. Behavior change is a critical part of Aetna's strategy - this position sits at the crux of executing behavior change campaigns.

Fundamental Components:
  • Drive end-to-end delivery of behavior change marketing campaigns in a cross-functional, test & learn environment – with the goal to create and determine most effective campaign strategy (i.e. content, channel, and incentives)

  • Ensure all campaigns are driven by bold hypotheses, leveraging behavioral economics where possible, with a constant eye on expanding our learning agenda

  • Partner with data scientists, senior management, and marketing clients to develop marketing and testing strategies for multi-channel marketing communications across targeted audience segments

  • Develop and maintain Agile artifacts such as Test Briefs, Hypothesis Backlogs, and Execution Plans

  • Partner with copywriters and graphic designers to develop compelling creative and copy for campaigns that push the envelope of member communications without compromising brand integrity

  • Partner with Salesforce Marketing Cloud architects, channel owners, and vendors to ensure accurate and timely implementation of campaigns across a variety of channels (email, direct mail, SMS, paid digital channels, outbound phone calls, websites, incentives, etc.), with quality checks and accurate tracking

  • Heavily ‘project manage’ the deployment of your behavior change campaigns, operationalizing the work in full

Background Experience:
  • Demonstrated past experience in driving behavior change and behavior change marketing campaigns through the use of behavioral economics; ideally 10+ years work experience with 2+ years using behavioral economics

  • Deep marketing background, with proven results leading marketing campaigns

  • Degree or coursework in behavioral economics, the science behind behavior change, etc. (preferred)

  • Experience working in an Agile methodology and/or rapid test and learn environment (either directly with marketing campaigns or in a product development environment) (preferred)

Additional Job Information:
As your team’s strategy and operations “backbone”, you will partner directly with business executives, marketing strategists, data scientists, and other creative talent to precisely target our membership and trigger behavioral changes that reduce healthcare spend while increasing quality of life -- this is more than just a marketing job!

In addition to playing a role in helping shape the creative culture at Aetna, you have a chance to be on the cutting edge of marketing the largest healthcare company in the United States! The Behavior Change Marketing organization is part of a “Transformation” business unit stood up after the integration of Aetna and CVS Health (now a “Fortune 10” company in scale). This organization has four small teams producing high volume test & learn on different permutations of messaging and behavioral economic principles. There is a heavy partnership with data science, which develops predictive models to identify the Aetna members that should be getting an intervention message.

Potential Telework Position:

Percent of Travel Required:
0 - 10%

EEO Statement:
Aetna is an Equal Opportunity, Affirmative Action Employer

Benefit Eligibility:
Benefit eligibility may vary by position. Click here to review the benefits associated with this position.

Candidate Privacy Information:
Aetna takes our candidates's data privacy seriously. At no time will any Aetna recruiter or employee request any financial or personal information (Social Security Number, Credit card information for direct deposit, etc.) from you via e-mail. Any requests for information will be discussed prior and will be conducted through a secure website provided by the recruiter. Should you be asked for such information, please notify us immediately.


Click To Review Our Benefits (PDF)


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