WOONSOCKET, R.I. — As vice president of retail digital product management at CVS Health, Erin Rosa delivers customer-centric digital experiences at scale across all retail, including pharmacy and front store. Having joined CVS Health’s digital department in 2014, her numerous contributions include leading the organization’s first digital adoption and engagement initiatives responsible for driving step-change scale, reach, and utilization of CVS.com and the CVS Pharmacy app.
“In my current role, I’m responsible for advancing our omnichannel retail vision and delivering high-quality, consumer-led experiences online and in-store. Examples of this work include product oversight of omnichannel commerce, pharmacy and front-store pickup and delivery, loyalty and personalization, including ExtraCare Rewards, our free loyalty program serving 74 million members, and CarePass, our growing paid membership loyalty program,” she explains.
“What makes this role both fun and challenging is that it is constantly changing, and the bar is always rising in response to evolving consumer expectations and market dynamics. As a digital-first organization, we are continuously innovating to better serve consumers’ health and wellness needs in-store and online,” Rosa adds.
She notes that during her time at CVS Health, she is most proud of the leadership role the company played during the pandemic, not only to enable COVID-19 testing and vaccination services across the country but also ensuring consumers had access to medications and essential store items. “At the height of the pandemic, my team worked around the clock with so many across the organization to offer free home delivery of prescription drugs, allowing customers to get the care they needed from the comfort and safety of their home. More recently and just four weeks following the Biden administration announcement requiring private health insurers to provide coverage for no less than eight at-home COVID-19 tests per person per month for plan members without a prescription, my team led efforts to launch an omnichannel experience that enables consumers to order tests online and pick up in-store with no out-of-pocket cost to them, with CVS Pharmacy submitting the claim for reimbursement to their health insurance provider on their behalf.”
She adds that there are many challenges in her role. “The market to hire the best and brightest technology talent, particularly in a post-pandemic world, has never been more competitive. This is really challenging us to think differently about our talent strategies, not only talent acquisition but also engagement and retention. That being said, as hybrid and remote workforces become table stakes, this presents an opportunity to attract talent in markets that were previously not accessible to us, and we are taking full advantage.”
Rosa notes that this year the company will continue to focus on delivering personalized, frictionless and convenient omnichannel experiences that make it easier for customers to manage their health and wellness. “This includes scaling free, same-day pickup of online purchases to over 6,000 stores.”
She adds that mentoring is key, and developing a highly engaged, diverse and high-performing team is her top priority. “I firmly believe that happy teams deliver experiences that create happy and loyal customers. Likewise, learning is a two-way street. I am constantly in awe of the next generation of leaders that are increasingly digitally native and challenging us to think differently about how to serve customers today and tomorrow,” she concludes.