According to Richard Sanderson, a consultant in the consumer and marketing officer practices at executive recruiting firm Spencer Stuart, having a CMO report to a chief customer officer is becoming increasingly common as brands focus on customer experience. Walmart and Walgreens have similar structures, he notes.
“At the very large retailers, the organization is so large and the customer relationship so complex, that an overarching chief customer officer role exists to try and unite all the customer touchpoints across brand, media, marketing, loyalty, CRM, experience, digital commerce, etc.,” he says.
CVS’ personnel changes arrive a few months after the announcement that Karen Lynch, executive VP of CVS Health and president of Aetna, which CVS bought in 2018, would be promoted to president and CEO of the chain in February. Current CVS CEO Larry Merlo is retiring.
A marketing veteran, Peluso has worked at Citi, Travelocity and Gilt Groupe. At IBM, she was in charge of client experience and also focused on the company’s digital prowess, merging customer engagement with data-led insights.
CVS drugstore chain rival Walgreens has also been focusing on the consumer’s digital experience by leveraging its data to offer greater personalization for customers. The brand recently appointed WPP its global marketing and communications agency to help with this plan.
To hear more about health and wellness trends, register for Ad Age Next: Health and Wellness, a virtual event taking place on Feb. 11. Find out more here.