David Carl Edelman
David C. Edelman | |
|---|---|
| Born | 1961 Brooklyn, New York, U.S. |
| Occupation(s) | Marketing executive, academic |
| Years active | 1986–present |
| Known for | Chief Marketing Officer at Aetna (2016–2020); Senior Lecturer at Harvard Business School (since 2021) |
David C. Edelman (born 1961) held the position of Chief Marketing Officer at Aetna from 2016 until 2020, stepping down following the company's merger with CVS. Since July 2021, he has been serving as a Senior Lecturer at Harvard Business School.
Education
Edelman completed his secondary education at Midwood High School in Brooklyn, New York, graduating in 1978. He pursued undergraduate studies at Harvard University between 1978 and 1982, obtaining a Bachelor of Arts degree in Economics. After working for a year and a half at Booz, Allen, and Hamilton, he earned an MBA with a specialization in marketing from Harvard Business School in 1986.
Career
Beginning his professional journey at The Boston Consulting Group (BCG) from 1986 to 1999, Edelman advanced to the roles of Partner and Vice President. During this period, he played a key role in developing BCG’s e-commerce division and the “Segment of One Marketing” service line, while overseeing marketing operations on the East Coast.
In 1999, he transitioned to Digitas to lead strategic planning and analytics. By 2002, Edelman was elevated to Chief Marketing Officer, a newly created position aimed at expanding the company’s growth and enhancing its brand presence.
Edelman joined McKinsey & Company as a partner in 2008, where he co-directed the Global Digital Marketing and Sales Practice and acted as CMO for the Marketing and Sales division. Over eight years, he provided guidance to CMOs and senior leaders on digital transformation initiatives and capability building.
Appointed as Aetna’s inaugural Chief Marketing Officer in 2016, Edelman spearheaded a rebranding initiative centered on the message “you don’t join us, we join you.” He also founded an “Office of the Consumer” to improve member engagement and consolidated marketing technology efforts.
Additionally, Edelman is a member of the Board of Trustees for The Walnut Hill School for the Arts located in Natick, Massachusetts.
Speaking, contributed writing and awards
Edelman is a frequent presenter at international industry events and has authored articles for prominent business publications such as Harvard Business Review and Forbes. His work addresses subjects like digital-era branding, effective digital marketing practices, and fostering collaboration between CMOs and COOs. His expertise extends to digital strategy development, consumer insights, data-informed decision-making, and mapping the Customer Decision Journey. He has also participated in webinars and podcasts focused on topics including the digital customer experience, marketing technology advancements, and healthcare digital innovation. Occasionally, he contributes as a guest lecturer at Harvard Business School.
Acknowledged among Twitter’s most impactful CMOs and recognized by Forbes, Business Insider, and Inc. as one of the leading marketers for several years running, Edelman has also contributed chapters to publications on social media marketing.