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

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