Executive Director Digital Product Growth and Membership

We’re building a world of health around every individual — shaping a more connected, convenient and compassionate health experience. At CVS Health®, you’ll be surrounded by passionate colleagues who care deeply, innovate with purpose, hold ourselves accountable and prioritize safety and quality in everything we do. Join us and be part of something bigger – helping to simplify health care one person, one family and one community at a time.

Executive Director, Digital Product – Membership, Engagement & Retention

Role Overview

As the Executive Director, Digital Product – Patient Growth & Engagement, you will lead the technology product strategy and execution for key growth, acquisition, and membership retention portfolios across CVS Healthcare Delivery (HCD) businesses. Core areas of focus span the end-to-end patient lifecycle: Omnichannel Marketing & Acquisition, Sales & Lead Conversion, Community/Field Outreach, Membership & Rostering, Patient Engagement & Retention, and Value-Based Care Program Engagements.

In this high-impact executive role, you will partner directly with Growth and Engagement operational leaders (spanning Brand, Marketing, Sales, Outreach, and Retention) to shape digital pathways and platform capabilities that drive patient acquisition, engagement, and long-term membership retention. You will lead a multidisciplinary engineering and product organization—including Product Managers, Software Engineers, Data Engineers, Salesforce/Platform Specialists, and UI/UX Designers—to translate growth and retention strategies into scalable technology roadmaps that optimize patient conversion, engagement outcomes, and lifetime value.

The ideal candidate must have deep expertise with consumer-facing healthcare engagement, growth channels, CRM/Salesforce platforms, and Epic as a core care delivery platform.

Key Responsibilities

Strategic Business Partnership & Growth Integration

• Partner with Growth & Engagement executive leadership (Marketing, CC-Sales, Outreach, Membership, and Retention) to define and build end-to-end digital experiences from first-touch acquisition through ongoing care engagement.

• Serve as a strategic thought partner to HCD business stakeholders, helping define the “why” and the “what” across patient acquisition channels (digital, OOH, SEO, brand, partnerships) and retention/recovery programs (Patient Engagement Escalations Programs, Membership Management Team, Dual Programming Strategy).

• Establish shared outcome metrics with growth and clinical leaders, ensuring all technology investments directly drive New Patient Visits (NPVs), panel growth, patient retention, service recovery, and overall membership growth efficiency.

Product & Technology Leadership

• Lead cross-functional technology teams—including Product Managers, Engineers, Data Scientists, and Designers—to build seamless, scalable platforms across Marketing, CC-Sales Call Center workflows, Field Outreach, PRM Operations, and Retention programs.

• Oversee the transformation of growth ideas, retention initiatives, and clinical engagement strategies into actionable product specifications, robust software architectures, and CRM/Epic integration pathways.

• Ensure smooth integration between external growth & marketing platforms (e.g., ad networks, web portals, partner feeds) and internal systems (e.g., Salesforce, CXone, Five9, Epic EHR workflows) to deliver personalized, real-time patient acquisition and outreach pathways.

Operational Execution & Continuous Improvement

• Possess deep operational insight into the end-to-end patient funnel—from top-of-funnel brand and partnership lead generation through New Patient Visit (NPV) scheduling, formal roster management, dual programming, and service recovery initiatives—ensuring platform capabilities adapt to both growth acquisition and retention targets.

• Establish continuous feedback loops and iterative improvement cycles to optimize digital conversion funnels, reduce drop-off, enhance service recovery pathways, and manage at-risk HRV/membership flow-through.

• Demonstrate a strong operational grasp of growth acquisition channels (marketing, sales call center, outreach) and value-based membership programs (Patient Engagement Escalations Programs, PRM operations, roster management) to build technology that seamlessly scales across all patient touchpoints.

Team Leadership & Culture

• Lead, mentor, and build a high-performing product and engineering team of "translators"—professionals fluent in growth marketing, sales conversion, patient engagement, and healthcare technology.

• Lead cross-functional technology teams—spanning SDEs, Data Engineers, Salesforce specialists, and platform leads—focused on driving measurable patient growth and engagement across HCD domains.

• Foster a team culture grounded in curiosity, resilience, problem-solving, and joy, maintaining high engagement across fast-paced campaign cycles and enterprise digital builds.

Qualifications & Key Competencies

• Executive Presence: Proven ability to communicate, influence, and build trust with executive growth/marketing leaders, sales operational directors, and clinical stakeholders alike.

• Healthcare & Engagement Tech Expertise: Hands-on experience with consumer engagement tools, growth platforms, CRM/Salesforce integrations, and Epic EHR workflows. Understanding of how external marketing/sales feeds enrich patient onboarding and scheduling workflows.

• Growth & Retention Domain Knowledge: Deep familiarity with patient acquisition strategies (digital marketing, omnichannel media, sales call centers, outreach programs, external partnerships) as well as patient retention pathways (Patient Engagement Escalations Programs, membership roster management, service recovery, and value-based programs).

• Product & Technical Leadership: Track record of leading cross-functional engineering, data, and product teams to deliver high-scale consumer engagement tools and growth technologies.

• Problem-Solving & Accountability: Exceptional analytical rigor; ability to frame funnel friction and patient drop-off into structured product requirements and hold teams accountable to clear acquisition and retention metrics.

• Hands-on Leader: Balanced leadership style—able to operate strategically with executive leadership while diving deep into technical and operational execution with product, engineering, and analytics teams.

• People Leadership: Demonstrated ability to lead with empathy, optimism, and rigor, building high-trust teams that excel under high-growth expectations.

Required Experience & Education

• Education: Bachelor’s degree required; Graduate degree and/or clinical background preferred (RN, MD, DO, NP, PA)

• Experience: 10-15+ years of progressive leadership experience spanning healthcare operations, clinical technology product management.

• Track Record: Proven history of partnering with primary care delivery networks, retail clinics, or value-based care organizations to improve patient growth and engagement pathways.

Travel & Location

• Domestic travel approximately generally once per quarter, but could be more frequent.

• Location remote anywhere in the U.S.

Pay Range

The typical pay range for this role is:

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 offering a comprehensive and competitive mix of pay and benefits that reflects our commitment to our colleagues and their families.

Additional details about available benefits are provided during the application process and on Benefits Moments.

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