General Motors has hired CVS Chief Marketing Officer Norm de Greve as its top marketer, replacing Deborah Wahl, who parted ways with the automaker in March. De Greve will serve as GM’s senior VP and CMO beginning July 31, reporting to GM President Mark Reuss.
“Norm is an experienced marketing leader with a proven track record of building brands and supporting business growth in a digital world,” Reuss said in a statement. “His broad background, including time spent at Digitas working with GM, is the perfect fit as we continue our technology-driven transformation.”
Read more: Deborah Wahl on why she left GM
At CVS since 2015, de Greve has been known as a champion of purpose-related marketing. He joined the drugstore chain shortly after it announced it would no longer sell tobacco-related products in 2014. It was the first retailer to make such a change to its product lineup.
Look back: How CVS won by not selling cigarettes
Afterward, de Greve shepherded the chain through its marketing regarding the stance, including its 2019 announcement that it will no longer work with ad agencies that count a tobacco brand as a client. De Greve also spearheaded a host of initiatives, including the retailer’s Beauty Mark campaign to show only non-altered imagery in its marketing. More recently, CVS tackled image insecurity among young adults due to influencers and social media with a “Role Model” campaign.