CVS Names Michelle Peluso Its First Chief Buyer Officer

Health and pharmacy giant CVS Health has named Michelle Peluso in the newly created role of chief customer officer, with direct control over its marketing and branding strategy, the company said today.

She will begin her job on January 25th with a mandate to both transform the end-to-end customer experience and accelerate CVS Health’s digital strategy.

“Michelle is a seasoned executive with a strong track record in building great customer experiences and delivering results,” said Karen S. Lynch, who will take on the role of President and CEO of CVS Health on February 1.

“Michelle’s consumer focus will accelerate our work to ensure a connected health experience across all CVS Health touchpoints as we continue to transform healthcare as we know it today,” she added in a statement.

Peluso joins the company in the midst of its own development: In late summer, Peluso built its own internal media network and was the first national retailer to accept PayPal and Venmo. As the largest chain of pharmacies, CVS is trying to keep main competitor Walgreens and newer entrant Amazon in an increasingly competitive space.

Peluso, who reports directly to Lynch, has over 25 years of experience, including her most recent role as CMO for IT service and software provider IBM, where she responsibly oversaw marketing and branding strategy, digital sales and commercial operations for sales of over $ 5 billion.

She was also responsible for Big Blue’s customer experience and achieved a significant increase in the company’s Net Promoter Score, according to CVS, with an emphasis on accelerating IBM’s digital capabilities.

Prior to IBM, Peluso was Chief Consumer Marketing and Internet Officer of the financial services company Citigroup and led the digital transformation of that bank. Her resume encompasses retail and serves as both CEO of luxury digital retailer Gilt Groupe and CEO of online travel booking business Travelocity.com.

Her experience extends outside of the corporate world as well: she was previously a White House Fellow and Senior Advisor to former President Bill Clinton’s Secretary of Labor Alexis Herman.

CVS also described Peluso as a passionate advocate of women, diversity, and inclusion. She is currently a member of the Ad Council and Board of Directors of sportswear giant Nike and a member of the Executive Council of the Board of Directors of the Association of National Advertisers.

“I am excited to join CVS Health and help support people on their journey to better health by providing each customer with a connected experience that better suits their needs,” said Peluso. “Covid-19 has accelerated the changes in healthcare delivery and CVS Health’s diversified offerings provide an unprecedented opportunity to deliver a personalized and seamless experience to customers with every interaction.”

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