Parbinder Dhariwal is recognized as an authoritative voice and visionary in retail media. As vice president and general manager of CVS Media Exchange (CMX), he brings passion, strong leadership and a consumer-first approach to building scalable strategies that make a lasting impact on the business and broader industry.
Dhariwal’s path into media leadership began unconventionally, in the entrepreneurial world of his family’s manufacturing business, an experience that shaped his strategic instincts and gave him a grounded understanding of workforce and market dynamics.
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View all 2026 honorees →With more than two decades in digital advertising, Dhariwal has built a career that includes leadership roles at media companies such as Spotify and Walmart, where he oversaw the health, wellness, beauty and personal care categories for Walmart Connect, the company’s retail media and advertising platform.
Since joining CVS, in 2022, Dhariwal has guided CMX to its current position as a leading health and wellness retail media network in a vastly growing industry.
He has partnered with the Interactive Advertising Bureau (IAB) on establishing industrywide measurement standards, helped spearhead the launch of CorIQ (CVS Health’s AI-powered marketing intelligence platform), and modernized CMX’s in-store media ecosystem through expanded formats and digital touchpoints.
He also cultivated the OneHeart model, a cross-functional approach that has generated higher ROAS on tentpole campaigns.
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