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 promotional events, loyalty rewards and personalized deals and shopping experiences.
In her current role, Driscoll oversees CVS Pharmacy’s entire pricing, promotion and value personalization strategy, ensuring that the company delivers value to all types of shoppers.
“There are many ways for customers to get great deals at CVS, and our goal is to create a value equation that is compelling for the customers we serve,” she explains. “We aim to engage both our highly loyal customers and those less frequent customers 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 ongoing development of tailored promotions for ExtraCare members across digital and in-store channels. She also spearheaded major promotional events including Extra Big Deals, which has driven customer trip frequency and value.
Additionally, she has played a key role in advancing the ExtraCare loyalty program and strengthening its promotional event calendar through partnerships with suppliers and collaboration with CVS marketing resulting in high-impact events like the Epic Beauty Sale and Big Fall Wellness campaign.
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