CVS Caremark Corp. marketing executive Helena Foulkes is taking on new leadership role in the company’s pharmacy benefit management business.

Formerly executive vice president and chief marketing officer, Foulkes will now lead PBM product innovation and marketing, according to a company spokesman. She will be charged with uniting PBM marketing, member experience, product innovation and development, and product management functions into one team.

WOONSOCKET, R.I. — CVS Caremark Corp. marketing executive Helena Foulkes is taking on new leadership role in the company’s pharmacy benefit management business.

A company spokesman said Thursday that Foulkes, executive vice president and chief marketing officer, will now lead PBM product innovation and marketing and report directly to Per Lofberg, president of Caremark Pharmacy Services.

In the new role, Foulkes will unite marketing, member experience, product innovation and development, and product management functions into one team, the CVS Caremark spokesman said. The focus of the team will be to ensure that the company’s PBM unit is a leader in innovative products and services that lower costs, improve health outcomes and enhance the member experience.

Reporting to Foulkes will be executives Len Greer (PBM marketing), Doug Ghertner (channel and generics optimization) and Scott Werntz (product development).

Foulkes has held the chief marketing officer post since January 2009. Before that, she was senior vice president of health services for CVS/pharmacy from October 2007 to January 2009; senior vice president of marketing and operations services from January 2007 to October 2007; senior vice president of advertising and marketing from April 2002 to January 2007.

The CVS Caremark spokesman also reported that a new member experience team has been formed in Foulkes’ organization. To be led by Bari Harlam, vice president of marketing at CVS/pharmacy, the team will focus on PBM members and how CVS Caremark engages with them to achieve the best outcomes.

The new department’s efforts will include the Behavior Change Research Partnership on medication adherence launched earlier this year as well as all member communications and the campaign management side of CEE. Reporting to Harlam will be Adrian Sosa, Michelle Murray and Jennifer Ingram and their teams as well as Tim Kurth, who will be responsible for Caremark.com and shared e-business services, the spokesman said.

In addition, the spokesman said, Rob Price will continue to lead the retail marketing team and now report directly to Larry Merlo, president of CVS/pharmacy and executive vice president at CVS Caremark. Joining Rob’s organization will be the ExtraCare team, led by Melissa Studzinski, and the CVS.com team, led by Dustin Humphreys. Studzinski and Humphreys will report directly to Price.