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WOONSOCKET, R.I. — Michele Driscoll, vice president of pricing, promotions and personalization at CVS Health, is redefining the way consumers experience value in retail. With more than two decades of expertise in retail strategy, Driscoll has played a crucial role in making CVS Pharmacy a leader in customer-centric promotions, loyalty programs and personalized shopping experiences.
In her current role, Driscoll oversees CVS Pharmacy’s entire pricing, promotion and personalization strategy, ensuring that the company delivers value to all types of shoppers. “There are many ways we discount at CVS, and our goal is to create a value equation that appeals to all shoppers,” she explains. “We aim to engage both our highly loyal customers and those shopping for acute needs and everyday essentials.”
Her success is measured not only in traditional retail metrics like sales and margin but also in customer engagement, satisfaction and loyalty.
Driscoll has led several groundbreaking initiatives, including the development of tailored promotions for ExtraCare members across digital and in-store channels. She also spearheaded the Extra Big Deals promotion, which has driven customer convenience and value. Additionally, she has played a key role in advancing the ExtraCare loyalty program and strengthening its promotional calendar through partnerships with suppliers, resulting in high-impact events like the Big Fall Wellness campaign and Epic Beauty Sale.
By prioritizing digital personalization in health and wellness categories, Driscoll ensures that promotions at CVS remain relevant and convenient for today’s shoppers.
