Executive Director, Enterprise Brand Practice

About the role

CVS Health is seeking an experienced and visionary Executive Director of Brand Strategy and Identity to lead one of our most essential creative and strategic functions. Reporting to the AVP, Brand Strategy, Digital Design and Production, this critical role is responsible for defining, evolving, and protecting our enterprise brand identity — ensuring it is compelling, consistent, and deeply resonant across every customer touchpoint. The Executive Director will build and inspire a high-performing team, drive the articulation of CVS Health's brand positioning, and serve as the internal authority on brand identity (visual, verbal, and sonic) and brand standards. This leader will translate business strategy and customer insights into a cohesive brand story that builds equity, drives engagement, and fuels growth.

Responsibilities

• Define and evolve the CVS Health brand strategy, positioning, and architecture, ensuring alignment with enterprise objectives and a differentiated presence in the healthcare marketplace.
• Develop, own, and steward the CVS Health identity system (visual, verbal, sonic), overseeing brand standards, guidelines, and governance to ensure consistency and integrity across channels and formats. Lead the development of new identity systems for new brands and initiatives.
• Build, lead, and develop a high-performing team of brand strategists and designers, fostering a culture of curiosity, creativity, and strategic rigor.
• Partner closely with executive leadership and cross-functional teams.
• Champion the development of compelling, insight-driven brand narratives that connect emotionally with customers, members, and employees, reinforcing CVS Health's purpose and values.
• Establish and enforce brand governance frameworks, quality standards, and review processes to protect brand equity and ensure adherence to identity guidelines enterprise-wide.
• Leverage consumer research, competitive analysis, and market trends to continuously refine brand strategy and inform creative direction.
• Define KPIs for brand health and equity, developing reporting frameworks to monitor performance, surface insights, and guide strategic investment decisions.
• Stay ahead of emerging brand trends, cultural shifts, and industry developments to keep CVS Health's brand identity fresh, relevant, and future-ready.

Qualifications

• Bachelor's degree in Marketing, Communications, Graphic Design, Fine Arts, Business Administration, or a related field; Master's degree or MBA preferred.
• 10+ years of progressive experience in brand strategy, brand identity, or integrated marketing roles; 5+ years in a leadership capacity.
• Proven track record of developing and stewarding enterprise-level brand identities for large, consumer-facing organizations.
• Deep expertise in brand architecture, identity systems, brand positioning, and storytelling.
• Strong strategic thinking skills with the ability to translate business goals into clear, differentiated, and actionable brand strategies.
• Excellent communication and presentation skills; able to influence and align senior stakeholders across all levels of the organization.
• Experience working with and managing external agency partners and creative resources.
• Strategic and/or creative leadership experience in top-tier brand and design consultancies.
• Experience overseeing launch and execution of enterprise brand programs and initiatives.
• Healthcare, regulated industry, or large consumer brand experience a significant plus.
• Ability to manage multiple priorities and projects concurrently in a fast-paced environment.
• Informed and up-to-date on AI thinking, strategy, and governance.

Benefits

This full-time position is eligible for a comprehensive benefits package designed to support the physical, emotional, and financial well-being of colleagues and their families. The benefits for this position include:

• Medical, dental, and vision coverage.
• Paid time off.
• Retirement savings options.
• Wellness programs and other resources.

Pay

The typical pay range for this role is $131,500.00 - $303,195.00. This pay range represents the 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 also eligible for a CVS Health bonus, commission, or short-term incentive program in addition to the base pay range, as well as an award target in the company’s equity award program.