Brand Identity, Governance and Community – Lead Director

Job Description
The Director, Brand Identity, Training and Community is a highly collaborative, leadership position within Heart Haus, the CVS Health internal creative collective. This role is intended to inspire, lead, clarify and ensure brand identity, governance and community-building across the CVS Health enterprise. This person must be an experienced leader and proven influencer, working directly with senior leadership including the Executive Leadership team, our Chief Customer Officer and CMOs, as well as other leaders across the organization. The person holding this position will be the subject matter expert when it comes to managing the CVS Health identity and identity assets and provide leadership regarding when and how the CVS Health identity system is deployed, managed, trained and updated. Areas of focus for this role include:

• Brand Identity system, both visual and verbal assets
• Brand Governance
• Brand Training and community management

S/he will lead the management of the brand identity system (including guidelines and our on-line Brand Center) and be responsible for maintaining consistency across the CVS Health brand portfolio. With a variety of product, service and organizational brands in our portfolio, CVS Pharmacy, CVS Caremark, Minute Clinic and Aetna – this role will work across the entire CVS Health enterprise, including shared services. to provide consultative advice on all aspects of brand identity, governance and activation to support growth and ensure alignment with CVS Health business strategy.

This person will report to the Sr. Director, Brand Strategy and Innovation.

Responsibilities % Time
1. Brand compliance and consistency management
– Develop structures and processes to ensure consistency in branding across the organization; oversee development and execution of an enterprise-wide brand governance structure including guidelines, training and other management structures
– Promote consistency in the usage of the CVS Health enterprise visual identity and brand voice and compliance with laws and regulations that govern marketing and advertising. Monitoring, consulting and collaborating on the usage of the identity system as well as identifying where/how the identity system should evolve or transform in order to continue to serve the brands and the businesses. Fosters highest standards of integrity and ethical conduct in order to advance company objectives, protect the company’s reputation and safeguard the interests of the company’s customers, employees and shareholders through marketing and advertising compliance-related issues.
– Apply business, analytical and communication skills to support, manage and help develop brand compliance tools, programs and processes that promote compliant and ethical behavior, meet legal/regulatory obligations and prevent, detect and mitigate compliance risks.
– Raise awareness for, and commitment in consistency to the CVS Health enterprise brand identity system by consulting/coaching, developing training, templates, process models, and sharing best practices widely and often. – 40%
2. Strategic management of the enterprise brand identity system
– Establish and lead the maintenance, monitoring and evolution of the CVS Health enterprise brand identity; oversee the creation, distribution, governance, and evolution of brand and style guidelines as well as ensures adherence to brand standards across the organization. Work in partnership with the Director, Brand Strategy, Naming and Architecture to ensure the consistent application of the CVS Health brand identity system across the Enterprise
– Collaborate with our team of brand professionals to provide brand counsel to key internal and external stakeholders, including creative agencies, marketing leaders, senior executives and other leaders
– Deliver best-in-class brand guidelines and style guides to maintain communications and branding standards across a complex organization of internal stakeholders and external agencies. – 30%
3. Brand training development and management
– Serve as the enterprise-wide subject matter expert and ambassador for aspects of CVS Health’s brand identity via in-person, virtual and recorded training; promote awareness for the CVS Health enterprise identity and it’s tools to internal audiences and external marketing partners
– Act as a partner to both Heart Haus (the CVS Health internal creative collective) and CVS Health HR business partners and managers to define and manage course offerings and content, scheduling, participation tracking, and costs.
– Work to reimagine what brand training should mean for a Fortune 4, brand-led business including content, format, delivery mechanisms and success measures. – 20%
4. Community building and management of CVS Health brand ‘champions’ across the Enterprise
– Develop a strong brand culture internally by building, empowering and sustaining a network of brand champions across the organization through curated, engaging, insightful, and educational brand content via our Brand Center, presentations, creative presentations/brand forums, etc. – 10%

Required Qualifications
8+ years experience in Brand Identity development, Management and Marketing

Preferred Qualifications
Proven experience managing a team of brand professionals
Proven experience managing agencies to deliver key projects
Proven experience developing and implementing governance across an organization
Proven experience in building or managing a cross-enterprise group of branding/marketing collaborators
Strong strategic, critical thinking, and conceptual abilities; ability to lead planning discussions and develop clear implementation roadmaps
Strong organization and program management skills
Strong communication skills both verbal and written; ability to serve as public speaker and corporate representative on branding
Creative problem-solver that can bring ‘out-of-the-box’ thinking to innovate and influence others
Strong negotiating and change management skills
Demonstrated high leadership competency
Ability to work in fast-paced team environment and flexibility to accommodate demanding projects schedules and competing priorities
*Familiarity with MRM solutions a plus

Education
Bachelors degree or equivalent (HS Diploma + 4 years of relevant experience) required.

Business Overview
Bring your heart to CVS Health
Every one of us at CVS Health shares a single, clear purpose: Bringing our heart to every moment of your health. This purpose guides our commitment to deliver enhanced human-centric health care for a rapidly changing world. Anchored in our brand – with heart at its center – our purpose sends a personal message that how we deliver our services is just as important as what we deliver.

Our Heart At Work Behaviors™ support this purpose. We want everyone who works at CVS Health to feel empowered by the role they play in transforming our culture and accelerating our ability to innovate and deliver solutions to make health care more personal, convenient and affordable.
We strive to promote and sustain a culture of diversity, inclusion and belonging every day.
CVS Health is an affirmative action employer, and is an equal opportunity employer, as are the physician-owned businesses for which CVS Health provides management services. We do not discriminate in recruiting, hiring, promotion, or any other personnel action based on race, ethnicity, color, national origin, sex/gender, sexual orientation, gender identity or expression, religion, age, disability, protected veteran status, or any other characteristic protected by applicable federal, state, or local law.