PLMA October Leaderboard

Raley’s promotes executive to new leadership role

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WEST SACRAMENTO, Calif. — Raley’s has promoted Deirdre Zimmermann to chief customer experience officer. She has served in an executive position since joining the organization in 2015, beginning as senior vice president of marketing and e-commerce. She will continue to report to Keith Knopf, Raley’s president and chief executive officer.

Deirdre Zimmermann

“Deirdre is a proven executive whose skill and leadership has contributed greatly to Raley’s success,” said Knopf. “In her new role of chief customer experience officer, she will be instrumental in shaping the engagement of our team members and enriching the experience for our customers as part of our brand’s transformation.” 

Successful in growing market share, Zimmermann has developed and implemented a targeted digital marketing strategy to gain new customers and build loyalty through Raley’s Something Extra Rewards program. She also led improvements and drove growth in the online shopping experience on Zimmermann’s added focus is to build and implement a comprehensive strategy integrating team member and customer experiences in all Raley’s stores and online.

“At Raley’s, we strive to put our team members and customers at the center of our vision to deliver a differentiated experience that transcends price and product offering,” said Zimmermann. “It is a privilege to continue to evolve the brand, centered around our purpose of improving the health of the people we serve.” 



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