CVS, Calvin Klein Tap Tech For Marketing Smarts

New year, new job. Calvin Klein has hired Jamaal Layne as its new executive vice president for its global brand and North America marketing. And CVS has tapped Michelle Peluso as its first-ever chief customer officer.

Both hires come from the world of tech. Layne had been the senior brand activation manager at Sonos, the smart speaker company, and before that, head of its global cultural marketing.

Peluso had been chief marketing officer at IBM, where she was also senior vice president of digital sales.

Both appointments come at a time when brands are increasingly challenged to connect with customers virtually.

Based in Woonsocket, Rhode Island, CVS says the hire is part of its effort to offer customers a more connected experience.

"Michelle's consumer focus will accelerate our work to ensure a connected health experience across all CVS Health touchpoints, as we continue to reshape health care as we know it today," says Karen S. Lynch in the announcement. (Lynch is set to become CVS Health's president and CEO next month.)



Women's Wear Daily broke the news of Layne's hire, noting that he will report to Linh Peters, chief marketing officer, who joined the brand in November from Starbucks.

Peters vowed to up Calvin Klein's digital game when she joined the fashion brand.

"Jamaal has a phenomenal track record leading best-in-class global brands in building relevancy, momentum and engagement with consumers,” Peters wrote on her LinkedIn page.

Calvin Klein, owned by New York-based PVH Corp., got hit especially hard by COVID-19 closures and declining apparel sales. Last month, PVH said Calvin Klein's third-quarter revenue fell 18% overall and 39% in North America.

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