It’s going to be a happy New Year for Walgreens Boots Alliance (WBA). All-star CMO Vineet Mehra will join the pharmacy retailer as global chief marketing officer at the end of January. He will report to Ornella Barra and Alex Gourlay, WBA’s co-chief operating officers.
Mehra will establish the vision, strategic direction, and performance goals for all of WBA’s marketing activities. His responsibilities will also include fostering global marketing collaboration across business and geographies, overseeing the design and execution of WBA’s global brand image, messaging and positioning, and developing of the company’s customer value proposition. WBA's existing agency relationships include WPP for advertising and media and WPP-backed The29th, which creates bespoke content for WBA's global beauty and cosmetic brands brands.
“I am very excited about joining Walgreens Boots Alliance at such an important time for the company,” Mehra told The Drum. “With technology rapidly transforming customer expectations and needs, WBA is uniquely positioned to create a modern, customer-led omnichannel offering across pharmacy and retail that truly revolutionizes the overall customer experience.
“As global CMO, I look forward to being part of a winning team that will drive this digitization and personalization agenda across the customer journey, with a portfolio of global brands, some of which have been a part of customers’ lives and communities for more than 100 years.”
Prior to WBA, Mehra served global CMO for Ancestry.com. Previously, he held top global marketing positions at Avon, General Mills, Johnson & Johnson, Novartis Consumer Health, and Procter & Gamble. Earlier this year Forbes listed Mehra as one of its ‘Top 50 CMOs,’ who are defining the future of marketing.