CVS Caremark has named CVS/pharmacy beauty retail veteran Cheryl Mahoney to a new post and has hired Alex Perez-Tenessa to lead merchandising of beauty and personal care.

As VP of retail merchandising for promotion and business development, Mahoney will take on a broader role in the promotion of front-end categories, CVS said. From McKinsey & Co., Perez-Tenessa joins CVS as VP of retail merchandising for beauty and personal care.

WOONSOCKET, R.I. — CVS Caremark Corp. has named CVS/pharmacy beauty retail veteran Cheryl Mahoney to a new post and hired Alex Perez-Tenessa to lead beauty and personal care merchandising.

The company said Thursday that Mahoney will take on the new role of vice president of retail merchandising for promotion and business development. She previously served as vice president of beauty care for CVS/pharmacy.

In the new position, Mahoney will be responsible for boosting the impact and profitability of CVS/pharmacy promotional efforts across all front-end categories, according to CVS.

And in addition to optimizing the use of the circular for promotion, Mahoney will oversee the drug chain’s merchandising transition to a more personalized approach via ExtraCare, the retailer’s customer loyalty program.

CVS added that Mahoney also will lead a new initiative to create the right merchandising assortments for the company’s store clustering strategy.

Mahoney has been with CVS for more than 40 years, starting as a part-time sales associate and then working her way through the merchandising and category management fields. In her previous post as beauty care vice president, she oversaw the company’s wide range of beauty offerings, including skin care, personal care, hair care and cosmetics.

Meanwhile, Perez-Tenessa joins CVS as vice president of retail merchandising for beauty and personal care.

He comes to CVS with 15 years of experience in retail strategy, innovation and transformation, with a deep concentration in merchandising. He formerly was a partner for the retail practice at McKinsey & Co., where he developed and led several merchandising transformational strategies with major retailers, according to CVS.