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WOONSOCKET, R.I. — Michele Driscoll’s two-decade career at CVS Health has been marked by a steady rise through roles that span merchandising, digital commerce and consumer engagement. Today, as vice president of pricing, promotions and personalization, Driscoll’s work sits at the intersection of customer value and cutting-edge retail strategy. Her journey is a testament to her dedication to the company’s mission of putting consumers’ health and wellness at the center of CVS Health’s retail experience.
Driscoll’s early days at CVS involved a range of positions that allowed her to build a deep understanding of retail and consumer needs. “I started at CVS Health over 20 years ago and have worked across several areas in the retail business, primarily focusing on the front store,” Driscoll says. One of her formative roles was as the divisional merchandise manager for consumer health care, a position that gave her invaluable insight into consumer health needs and established her expertise in retail health. She also helped lead CVS Pharmacy’s acquisition and integration of Longs Drugs, playing a critical role in uniting Longs’ customer base with CVS’ core values and mission. “These experiences deepened my understanding of how retail, especially in the health care space, can be both effective and impactful for consumers,” she reflects.
Her journey also includes leadership roles in pricing, loyalty programs and digital commerce — key areas where her contributions laid the foundation for CVS Pharmacy’s successful ExtraCare loyalty program and personalized coupon initiatives. As Driscoll explains, “Designing our everyday pricing framework and enhancing our loyalty and personalized coupon programs are highlights of my career. These initiatives are central to consumer engagement at CVS Pharmacy.” These programs, which continue to drive customer engagement and loyalty, underscore Driscoll’s commitment to making CVS a go-to destination for everyday essentials and health care needs.
In her current role, Driscoll has drawn upon this wealth of experience to oversee CVS Pharmacy’s entire pricing, promotion and personalization strategy. Her primary goal is to create a seamless value equation that speaks to all customers, from weekly regulars to occasional shoppers seeking specific items. “There are many ways we discount at CVS, and our goal is to create a value equation that appeals to all shoppers,” she says. “We aim to engage both our highly loyal customers and those shopping for acute needs and everyday essentials.” Her success metrics encompass retail standards like sales and margin, as well as customer engagement, satisfaction and loyalty.
Under Driscoll’s guidance, the team has achieved impressive milestones in streamlining promotions and enhancing customer experience. Earlier this year, CVS Pharmacy launched the Extra Big Deals promotion, which combined marketing with promotions to increase foot traffic and engagement. This promotion was a major success, driving more frequent trips and larger basket sizes as consumers took advantage of new savings opportunities. “We also launched our personalized offer engine, which creates a unique mix of total store, category and brand-specific offers for each ExtraCare member,” she says. The engine deploys these offers across CVS’ digital and physical channels, ensuring that promotions reach customers where they shop most.
Driscoll is quick to credit collaboration as a cornerstone of her team’s accomplishments. “Collaboration is essential. We work closely with our merchandising, supply chain and store teams to design and execute promotions that meet customer needs,” she explains. Her team also works in tandem with supplier partners to ensure a robust promotional calendar, complete with seasonal highlights like CVS Pharmacy’s Big Fall Wellness event and the annual Epic Beauty sale. These events showcase brands that participate in CVS’ in-store and online promotions, supporting customer engagement and retention through strategic placement and attractive deals. “We rely on our supplier partners to help bring these deals to life,” Driscoll notes. “Together, we’re able to inspire discovery and deliver greater value to consumers.”
A mentor-rich career has also shaped Driscoll’s leadership style, which emphasizes trust, kindness and a customer-centric approach. Reflecting on those who influenced her, she says, “My mentors taught me the importance of kindness, trust and focusing on the customer. They emphasized that the best results come when you inspire a team to leverage their strengths.” She has carried these values forward, fostering a work culture that supports innovation and celebrates both successes and lessons learned. By encouraging diverse perspectives and building a foundation of trust, Driscoll has created a collaborative environment that thrives on shared goals and innovation.
In recent years, as customer expectations around convenience and value have evolved, Driscoll has been at the forefront of transforming CVS Pharmacy’s pricing and promotional strategies to keep pace. The growing importance of digital engagement has led her team to prioritize personalization, particularly in health and wellness categories, which align closely with CVS’ mission. “Personalization is increasingly important to consumers, especially in health and wellness,” Driscoll explains. “We’re constantly innovating our digital personalization efforts, making sure the promotions and information we share with our ExtraCare members are timely and relevant.” This commitment to a personalized customer experience is reflected in CVS’ Buy Online, Pick Up In Store (BOPIS) and same-day delivery options, which meet consumer demand for both convenience and immediacy.
The centrality of CVS Health’s mission — “to bring heart to every moment of your health” — resonates deeply with Driscoll. This mission-driven culture, she notes, is one of CVS Health’s greatest strengths and has been key to her two-decade tenure. “Our purpose unites us around a common goal of reimagining health care by putting patients and consumers first,” she says. “In my work, that means creating simplicity so that consumers can easily access the value they’re looking for.” Driscoll’s role, therefore, is not just about pricing and promotions; it’s about making health care accessible and affordable for all CVS customers.
Looking ahead, Driscoll envisions CVS Pharmacy playing an even more integral role in the health and wellness space by continuing to innovate in digital commerce and customer engagement. Her goals center on delivering meaningful value, expanding CVS’ digital personalization and enhancing the overall customer experience. By leveraging data and evolving the company’s omnichannel presence, she hopes to deepen CVS’ relationship with its customers and support their health journey more comprehensively.
As she considers her long journey at CVS Health, Driscoll remains committed to driving forward the company’s ambitious plans. “After 20 years, I’m still driven by the purpose, the people and the passion for customers,” she says. Driscoll’s career reflects not only her loyalty to CVS but also her adaptability in an ever-evolving retail landscape. Her expertise and commitment continue to shape CVS Health’s approach to retail, providing consumers with more ways to save, shop and stay healthy. In an industry marked by constant change, Michele Driscoll has been a steady hand, guiding CVS Health’s front-store operations and delivering value to millions of customers nationwide. •
