Lead Director - Strategic Marketing

About the Role

Aetna Mental Wellbeing is seeking an experienced and innovative Lead Director, Strategic Marketing to help shape the future of workforce mental health and well-being. This newly created leadership role offers a unique opportunity to build a strategic marketing function that sits at the intersection of product innovation, clinical excellence, thought leadership, and commercial growth. As a key member of the Growth and Client Success organization, this leader will serve as the bridge between Enterprise Marketing and Aetna Mental Wellbeing, ensuring solutions are effectively positioned in the market while driving greater awareness, engagement, and business growth.

Responsibilities

• Drive Strategic Marketing and Market Positioning
  • Serve as the primary liaison between Enterprise Marketing and Aetna Mental Wellbeing.
  • Partner across product, clinical, growth, and executive leadership teams to develop and execute marketing strategies that support business priorities.
  • Lead marketing plans for major initiatives, product launches, conferences, speaking engagements, and industry events.
  • Ensure consistent messaging that differentiates Aetna Mental Wellbeing in a rapidly evolving marketplace.
• Advance Thought Leadership and Clinical Credibility
  • Collaborate with clinical leaders, including the Medical Director and research partners, to develop and publish outcomes, insights, and research.
  • Support submission of articles, abstracts, and studies to peer-reviewed journals and industry publications.
  • Translate clinical evidence and outcomes data into compelling narratives that resonate with employers, consultants, health plans, and industry stakeholders.
  • Elevate the organization's external thought leadership presence through speaking opportunities, conference content, and strategic partnerships.
• Create Compelling Market-Facing Content
  • Lead the development of customer-facing content that supports sales, account management, proposal development, and executive presentations.
  • Create messaging and materials that effectively communicate the value of behavioral health, Employee Assistance Program (EAP), and workforce well-being solutions.
  • Ensure content is aligned to market trends, buyer needs, competitive dynamics, and emerging customer challenges.
• Strengthen Sales and Account Management Effectiveness
  • Design and implement scalable sales enablement tools, standards, templates, and best practices.
  • Improve consistency and effectiveness across customer presentations, finalist meetings, renewal discussions, and consultant engagements.
  • Partner closely with sales and account management leaders to identify opportunities to enhance go-to-market execution and client experience.
• Lead Integrated Growth Campaigns
  • Develop and execute targeted B2B marketing campaigns that drive awareness, pipeline growth, and customer engagement.
  • Design cross-sell and upsell campaigns focused on expanding adoption of mental wellbeing solutions across existing healthcare clients.
  • Leverage market insights, customer data, and performance metrics to optimize campaign effectiveness and return on investment.

Requirements

• 8+ years of experience in strategic marketing, product marketing, market enablement, or healthcare marketing.
• Experience developing B2B marketing strategies and campaigns.
• Demonstrated success partnering across multiple functions to influence strategy and execution.
• Exceptional written, verbal, and presentation communication skills.
• Experience creating executive-level sales, marketing, or thought leadership content.
• Strong project management skills with the ability to manage multiple initiatives simultaneously.
• Bachelor's Degree in Marketing or related field.

Preferred Qualifications

• Healthcare, behavioral health, employee benefits, employer solutions, or health plan experience.
• Experience supporting peer-reviewed publications, outcomes research, or healthcare thought leadership initiatives.
• Knowledge of employer-sponsored benefits, Employee Assistance Programs, workforce well-being, or behavioral health solutions.
• Experience supporting sales enablement, commercialization, or go-to-market functions.
• Master's degree in Marketing, Business, Public Health, Communications, or a related field.

What Success Looks Like

• Increased market visibility and thought leadership for Aetna Mental Wellbeing.
• Successful commercialization of new products and capabilities.
• Stronger sales and account management execution through scalable content and tools.
• Increased engagement, pipeline growth, and cross-sell performance.
• Greater adoption of evidence-based messaging supported by outcomes and research.

Why Join Us

This is a rare opportunity to build a strategic marketing function from the ground up and influence the future of mental health, behavioral health, and workforce well-being. You'll work alongside clinical, product, sales, and executive leaders to shape how one of the industry's most trusted organizations brings innovative solutions to market and improves the lives of millions of members and employees.

Pay

The typical pay range for this role is $100,000.00 - $231,540.00 annually. This pay range represents the base 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.

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. Benefits include:

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