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CVS Health names first chief customer officer

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Michelle Peluso will advance consumer-centric strategy

WOONSOCKET, R.I. — CVS Health has hired Michelle Peluso to serve as the company’s first chief customer officer, effective January 25.

In this newly created executive leadership role, Peluso will be responsible for transforming the consumer experience and accelerating CVS Health’s digital strategy, the company said Wednesday. Peluso will have direct oversight for CVS Health’s marketing and brand strategy, digital transformation and the end-to-end consumer experience.

Michelle Peluso

Michelle Peluso

“Michelle is a seasoned executive with a strong track record in building a world-class consumer experience and delivering results,” said Karen Lynch, who will become 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 reshape health care as we know it today.”

Peluso brings 25 years of experience to her new role. She most recently served as senior vice president of digital sales and chief marketing officer at IBM. In that position, she oversaw marketing and brand strategy and execution, digital sales, and the commercial business, with responsibility for over $5 billion in revenue globally. She was also responsible for the company’s client experience, establishing and leading a significant increase in Net Promotor Score across IBM during her tenure, with an emphasis on accelerating IBM’s digital capabilities. Peluso previously served as chief consumer marketing and internet officer for Citigroup, where she led the bank’s award-winning digital transformation, and as chief executive officer for two successful online platforms: Gilt Groupe and travelocity.com. She was also a White House Fellow and senior advisor to Secretary of Labor Alexis Herman. She has long been a noted and passionate advocate for women, diversity, and inclusion.

“I’m thrilled to join CVS Health and to help lead its purpose of helping people on their path to better health by giving every customer a connected experience that better meets their needs,” Peluso said. “COVID-19 has accelerated changes to health care delivery, and CVS Health’s diversified offerings give it an unparalleled opportunity to lead the way in providing customers with a personalized and seamless experience at every interaction.”

Peluso will become a member of the company’s executive leadership team and report to Lynch. She has a BS in Economics from the University of Pennsylvania’s Wharton School of Business and a MA from Pembroke College at Oxford University. She is a member of the Board of Directors at Nike, Inc., the Ad Council, and is on the Executive Council of the Board of Directors of the Association of National Advertisers. She’s been named as one of the “World’s Most Influential CMOs” by Forbes, one of the world’s “Most Creative People” by Fast Company, and a 2020 “Woman of Power and Influence” by the National Organization for Women.


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