Foulkes shifts focus to PBM at CVS Caremark

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WOONSOCKET, R.I. — Executive vice president and chief marketing officer Helena Foulkes has taken on a new leadership role in CVS Caremark Corp.’s pharmacy benefits management business.

Reporting to Caremark Pharmacy Services president Per Lofberg, Foulkes will lead PBM product innovation and marketing, uniting into one team the key functions of marketing, member experience, product innovation and development, and product management.

Reporting to Foulkes will be senior vice president of PBM marketing Len Greer, as well as Doug Ghertner and Scott Werntz, who work in, respectively, channel and generic drug optimization, and product development.

In addition, a new member experience team has been formed in Foulkes’ organization, to be led by vice president of marketing intelligence Bari Harlam. The team will focus solely on PBM members and how CVS Caremark engages with them to achieve the best outcomes.

Its efforts will include the Behavior Change Research Partnership launched this year, as well as all member communications and the Consumer Engagement Engine. Reporting to Harlam will be director of marketing intelligence Adrian Sosa.

Senior vice president of advertising and marketing Rob Price will continue to lead the retail marketing team and report to CVS/pharmacy president Larry Merlo, who has been named president and chief operating officer.


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