When most people think of CVS Health, they picture the familiar storefront on the corner. But behind that neighborhood footprint lies the fifth-largest company in the Fortune 500 — an enterprise serving approximately 185 million people through insurance arms (Aetna), pharmacy benefit management (Caremark), senior clinics, and a massive, forward-facing shift into healthcare technology.
Leading communications for an organization of this magnitude requires a profound shift in mindset. It demands moving away from tactical execution and leaning heavily into what it means to be a true enterprise partner.
On the latest episode of Strategy, Story & Stakeholders, Max Forsyth sat down with Brian Henry, SVP and Chief Communications Officer at CVS Health, to unpack what it takes to guide a 300+ person communications function through brand pivots, technological disruption, and high-stakes reputation management.
Here are the core takeaways from the conversation for senior leaders building modern, high-performing corporate affairs teams.
1. Shift from 'Communications-First' to 'Enterprise-First' Thinking
One of the most pressing challenges for a modern CCO is architecting a cohesive narrative across highly distinct business units without losing the audience. For CVS Health, that means tying together brick-and-mortar retail with highly complex clinical and insurance products.
Henry emphasizes that the solution doesn't lie in vanity metrics or simply "making pretty stories." It lies in story delivery and hyper-intentionality.
"The stories that matter most are not the most beautifully told. They are the most beautifully understood," Henry shares.
To achieve this, communications teams must step out of their silos. Elite communicators understand how a narrative affects investor relations, legal constraints, and policy landscapes. They act as enterprise thinkers first, assessing risk and opportunity alongside business unit leaders rather than waiting for a press release directive.
2. Moving Beyond the Mission: The 'Permission Statement'
While corporate mission statements outline what a company delivers to its customers, Henry introduces a proprietary concept for internal leadership: the Permission Statement.
At CVS Health, Henry’s team operates under a distinct mandate: To use our superpowers to help other people succeed.
This framework shifts a team from a reactive posture (waiting for approval or hiding behind a desk) to a proactive one. It grants senior and mid-level communicators the license to step up, share creative ideas, and challenge assumptions across the organization.
However, empowering a team to operate with this level of agency requires a culture of strategic humility from the top down. Henry candidly shared a pivotal moment early in his career when a major product presentation in Europe completely fell flat because he had arrived with predefined answers instead of listening to local experts.
The lesson? “Lean into what smart people can tell you. It turns out your program is better, your metrics are better, and your relationships are better.”
3. Navigating the AI ‘Wet Cement’ Phase
No conversation about modern corporate affairs is complete without artificial intelligence, but Henry’s approach centers heavily on practical application over anxiety.
With 99% of his organization already testing AI in some capacity, CVS Health has instituted a highly intentional AI roadmap. Rather than relying on a "flip of the switch" strategy, the focus is on a stepwise adoption that enhances workflow efficiency.
Henry describes the current landscape as "playing in wet cement" — the industry is molding the use cases in real-time. For communications leaders looking to build out their functions, the goal shouldn't be finding people who want to replace traditional PR with automated tools, but finding talent that can intelligently merge artificial intelligence (AI) with human intelligence (HI) to accelerate business outcomes.
4. The 2026 Blueprint: The 3 Core Traits of Elite Comms Talent
As communications continues to solidify its seat at the executive table, the benchmark for what constitutes "top-tier talent" is shifting rapidly. Whether looking at a 2026 university graduate or a seasoned executive, Henry looks for three foundational pillars that define a high-performing communicator:
I. Intentional Partnership & Impact
The best candidates do not just measure volume (e.g., "I did 10 things this year instead of 5"). They measure business impact and prioritize cross-functional collaboration to help their internal partners succeed.
II. Deep Intellectual Curiosity
In highly complex, regulated, or skeptical sectors like healthcare, there is no room for passive thinkers. Top performers possess an insatiable drive to ask deep questions, understand operational nuances, and learn how the business actually makes money.
III. A Desire to Be the Sovereign Expert
Henry challenges his team to be the best communicator in every room they are in. This isn't about arrogance; it’s about active listening, pristine presentation skills, and having the professional gravitas to stand as an expert adviser to executive committees and C-suite leaders.
Building Your Future Corporate Affairs Function
Finding individuals who balance enterprise-level thinking with the technical agility required for today's media landscape is a distinct challenge. As organizations navigate their own brand pivots and technological transformations, the demand for strategic, curious, and impactful leaders has never been higher.
At Comms Search & Selection, we specialize in identifying and placing the precise executive talent required to guide your business through complex reputational landscapes.
Whether you are looking to secure your next transformational CCO or Head of Corporate Affairs through our Retained Executive Search Services,
Or require agile, high-impact leadership to manage transition periods via our Contract & Interim Comms Solutions,
We have the deep industry network to deliver high-performing talent that aligns with your enterprise goals.
Ready to elevate your communications team?
To discuss your current talent pipeline, look at market salary benchmarks, or map out your next critical senior hire, Contact the Comms Search & Selection Team Today to schedule a confidential briefing.
You can listen to the full episode of Strategy, Story & Stakeholders with Brian Henry on Spotify and Apple Podcasts.
