PB CAREERS: CVS – Director Brand Marketing Beauty


CVS – Director Brand Marketing Beauty
Req. ID:
Business Area: CVS Caremark
Location: RI – Woonsocket
Job Category: Marketing, Merchandising
Clinical Licensure Required : N/A
Job Type: Full Time

Position Summary:
The Director, Brand Marketing – Beauty will oversee a team of Brand Managers and is responsible for the development and marketing of Store Brands for key categories in our business. This scope of the role will encompass a range of brands within a particular business unit (e.g. Beauty and Personal Care) typically within a business unit. This position reports to the Sr. Director, Store Brand Portfolio Strategy and will collaborate with leaders in Category Management, Retail Pricing, Inventory and Marketing to innovate and develop strategies to enhance the Store Brand portfolio for the company and present recommendations to the Sr. Director, Store Brand Management and the Vice President, Retail Merchandising-Store Brands. Also, ensure strategies align with overall merchandising objectives as it related to the CVS Strategic Business Plan


  • Create the short term and long term (1-3-5 Year) Store Brands Business Plan:
  • Working in conjunction with corporate objectives and initiatives
  • Establish marketing goals to ensure share of market and profitability of products
  • Oversee and lead a team of Brand Managers on the development and execution of the Marketing Plan, and Brand Development, alignment with overall merchandising goals/objectives and the CVS Strategic Business plan.

Marketing Plan:

  • Positioning and messaging strategies consistent with the brand’s essence
  • Development of brand through brand extension into new categories, items, and product lines
  • Develop and execute marketing plans to ensure the profit growth and expansion of respective Store Brand(s)
  • Oversee the brand’s advertising and promotion activities including circular, print media, electronic, and in-store
  • Evaluate market reactions to advertising programs, merchandising strategies, and product packaging and formulation to ensure the timely adjustment of marketing strategy and plans to meet changing market and competitive conditions.
  • Responsible for the development and management of brand marketing budgets. Store Brands DMM and VP will approve plan and make adjustments as needed

Brand Development:

  • Enforce brand guidelines and consistency with brand strategy and execution with Category, Product management and design teams
  • Support Sr. Director, Portfolio Strategy with “white space opportunities” for Store Brand portfolio growth
  • Initiate sales forecasts, pricing and market plans for all Store Brand products
  • Up to date on current market trends, competitive developments in order to continually enhance Store Brand
  • Manage the utilization of consumer insights to stay on trend with brand development
  • Manage the development of synergistic strategies across all Store Brand categories
  • Partner with Product Development Manager on innovative product development activities
  • Works with the creative team and directs brand development of copy-writing, packaging design, layout, the selection of the photographers and models for promotional materials, and at-shelf messaging

Cross Functional Team Management:

  • Partner with Category Managers and team analysts to manage sales and forecasting
  • Make adjustments to P&L forecasts as needed
  • Partner with Category Managers on planogram management and relevant IRI data review

Team Leadership:

  • Responsible for the engagement, development and leadership of the Brand Management organization.

Brand Governance:

  • Maintains and leads ownership of brand books and style guides for managed brands
  • Establishment of quality, product and packaging standards for each brand within the portfolio
  • Approval and sign off for each new SKU in the brand
  • Ongoing review of SKU’s within the brand and the brand overall to ensure the brand and total portfolio are optimally managed

Brand Research:

  • Executes brand and product positioning research (from crafting concept statements to final recommendation)
  • Leverages consumer insights from internal and external sources to ensure we are leading product development based on consumer/category trends

Portfolio Management:

  • Develops and recommends strategy for brand requirements, positioning and lifecycles across the entire business unit
  • Ensures proposed portfolio strategy supports overall brand portfolio and company Store Brand goals

Required Qualifications:
Background in Brand Management from consumer packaged goods and/or retailer. 10+ years of related experience.

Preferred Qualifications:
Manage and develop talent/build high performing teams Strategic thinker and creative marketer Results oriented and self-motivated Excellent written and verbal communication skills. Presentation skills. Strong Leadership skills Demonstrated success in building relationships and trust while maintaining focus on project integrity with cross functional business partners

Education: MBA preferred

Business Overview:
CVS Caremark, through our unmatched breadth of service offerings, is transforming the delivery of health care services in the U.S. We are an innovative, fast-growing company guided by values that focus on teamwork, integrity and respect for our colleagues and customers. What are we looking for in our colleagues? We seek fresh ideas, new perspectives, a diversity of experiences, and a dedication to service that will help us better meet the needs of the many people and businesses that rely on us each day. As the nation’s largest pharmacy health care provider, we offer a wide range of exciting and fulfilling career opportunities across our three business units – MinuteClinic, pharmacy benefit management (PBM) and retail pharmacy. Our energetic and service-oriented colleagues work hard every day to make a positive difference in the lives of our customers.

CVS Caremark is an equal opportunity employer.  We do not discriminate in hiring or employment against any individual on the basis of race, color, gender, national origin, ancestry, religion, physical or mental disability, age, veteran status, sexual orientation, gender identity or expression, marital status, pregnancy, citizenship, or any other factor protected by anti-discrimination laws.  Furthermore, we comply with the laws and regulations set forth in the following EEO is the Law Poster: EEO IS THE LAW

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.