WOONSOCKET, R.I. — Rob Price has stepped down as chief marketing officer at CVS/pharmacy.

Price, who joined CVS in December 2006, has been at the center of the chain’s efforts to more closely integrate the store and digital environments to create a more personalized experience for shoppers and pharmacy patients, leveraging insights from the ExtraCare loyalty ­program.

His responsibilities have included advertising, promotion, marketing, customer relations and consumer research, as well as ExtraCare and the cvs.com e-commerce business. In October 2011 he was promoted to an expanded role, adding retail innovation and store design to his duties.

“Rob led the retail marketing team during a period of tremendous growth and strong financial performance and brought numerous positive changes to the business,” says a company spokesman.

Before coming to CVS, Price was chief marketing officer at Wawa Inc. and, earlier in his career, vice president of marketing at H-E-B.