Head of Customer Marketing Platforms at Walgreens Journeys Beyond Consumer Needs

Head of Customer Marketing Platforms at Walgreens Journeys Beyond Consumer Needs

By  |  January 21, 2021  |  Uncategorized  |  No Comments

Some take long walks to disconnect from work. Alyssa Raine does the opposite.

When she’s not working, the Group VP of Customer Marketing Platforms at Walgreens is still brainstorming and thinking about ways the major pharmacy retailer can provide the best customer experience. She takes long walks daily to digest and wrap her head around what else is going on in the consumer’s world. She dives into consumer behavior insights and believes the future of the industry lies in the merge of brand and performance marketing.

However, Alyssa has always made it a part of her routine to listen. She turns to books and podcasts to absorb all current headlines and content that could be significant in her consumer’s life (could she be a marketing unicorn?). She is a member of Adweek’s Community Collaboration Teams that were created to address seismic changes from 2020. All evidence points to one key finding–Alyssa Raine is dedicated to her craft and her consumers.

Read on to see why she was made to be a marketer and what she believes it takes to provide an exceptional consumer experience.

How did you get to where you are today? Any noteworthy aha-moments along the way?

I always knew I wanted to be a marketer. I love understanding human behavior, culture, data, brand DNA and assets. I enjoy combining those components to deliver a strong strategy through great creative that delights the customer and moves the business forward.

I joined Walgreens almost three years ago. Walgreens is at the absolute heart of taking care of the health and well-being of the communities we serve. It is an incredibly strong (and motivating!) purpose.

What are you working on now that’s innovative?

COVID-19 vaccine and testing! We are leveraging our recent marketing and technology innovations (including myWalgreens and Mass Personalization) to help our customers and communities through the COVID-19 pandemic.

myWalgreens is our reimagined loyalty offering. It gives our customers daily COVID-19 and other health-related content, access to testing, access to the vaccine if you are eligible, community health alerts (e.g.: alerts if flu or allergens are up in your neighborhood), digital receipts, contactless checkout, and lets you donate your Walgreens Cash Rewards to different charities. You can also quickly connect with a pharmacist via chat, or a health provider via FindCare (which has grown significantly since the start of the pandemic).

At Walgreens, we are also implementing our MarTech stack as part of our Mass Personalization strategy in partnership with Adobe and Microsoft Azure. This helps us coordinate exceptional experiences for our customer across owned and paid channels. It’s a completely new approach to marketing compared to traditional marketing.

How are you engaging your teams virtually to keep the spirit of creativity alive?

In the pandemic it can be easy to fall into a routine of work, that’s why it’s so critical to find moments to pause regularly and celebrate our accomplishments together as a team. I also make sure my team unplugs. You don’t get more creative staring at a screen for all waking hours of the day – it’s important to take a break and refresh to be able to be your best while you are “at” work.

Where do you look for inspiration when coming up with the next project or initiative?

There are two things that I have done for the past two decades–

First, I am constantly reading books and articles and listening to a variety of podcasts and radio stations. This helps me understand evolving customer behavior, marketplace dynamics, marketing innovation, and the new levers I have and should be exploring as a marketer.

About the Author: Luz Corona

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