Walgreens has handed its top marketing job to Patrick McLean, previously chief marketing officer at TD Bank.

McLean replaces Alyssa Raine, who took on the role of acting chief marketing officer in March after her predecessor, Adam Holyk, moved to become senior vice-president of consumer and retail services.

Raine remains at the company as vice-president of brand marketing, brand marketing strategy and planning.

McLean, who has been with TD Bank for five years, will be responsible for of all Walgreens marketing activities, including customer targeting, brand positioning, execution of marketing plans and design and application of the Walgreens brand.

He will report into Vineet Mehra, global chief marketing officer of parent organization Walgreens Boots Alliance.

The hire comes as Walgreens Boots Alliance begins to double down at “mass personalization”. It has been investing heavily in data and technology infrastructure and hired Gunjan Bhow as global chief digital officer in March.

The drugstore brand has now tasked its marcomms team to create content at scale and transform into an “agile, digital-first marketing organization”.

“At WBA, we are at the intersection of healthcare, beauty and retail, and therefore our content needs to be deeply personal and relevant,” said Mehra. “Patrick McLean shares our vision to approach marketing through a personalized, customer-obsessed lens, and ensuring that we deliver extraordinary experiences that enrich our customers’ lives.

“We are thrilled to have him join our team and lead us through this next phase of our growth.”

McLean added: “It’s exciting to join Walgreens at this pivotal moment, when modern marketing can serve as an architect of end-to-end customer journeys and experiences.

“I look forward to working with the highly talented team across the country, ensuring together that Walgreens is at the forefront of marketing in this critical area of the business.”

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