She will play a key role in helping drive digital transformation.
At WBA, Wu will lead the U.S. and UK-based Global Insights organization, representing the voice of the consumer across all aspects of the company’s businesses, including Walgreens, Boots, and Alliance Healthcare. She will report to Vineet Mehra, global chief marketing officer at WBA, and chief customer officer for Walgreens.
Wu joins WBA at a critical time, as the global marketing function plays a key role in accelerating its digital transformation. The company is building differentiated omnichannel health care and retail offerings for customers who no longer expect a “one-size-fits-all” approach. With consumer behavior changes greatly accelerated by COVID-19, WBA is investing in and relying on its Insights team more than ever to create a singular, unified view of customers _ powered by modern technology platforms _ to help create extraordinary experiences with the company.
One recent initiative includes a partnership with Microsoft and Adobe, announced June 30, to lay the cornerstone for delivering new customer experiences by connecting WBA’s customer data with Microsoft’s cloud-based data platform and Adobe’s Customer Experience Management solutions. WBA’s mass personalization efforts are helping to drive business performance for the company as well, boosting retail performance in the third quarter of 2020 by 95 basis points. This was the second straight quarter of positive impact since this initiative launched earlier this fiscal year.
“As we continue along our journey of mass personalization at WBA, we are looking to emerge as a customer-obsessed, fully digitalized organization to enable the delivery of extraordinary experiences that enrich our customers’ lives,” said Mehra. “With the momentum of the company’s digital transformation building, I am excited for Cecilia to join WBA and deliver on our mass personalization efforts with her depth and breadth of proven experience in predictive analytics, leveraging global customer data and driving transformative change. Cecilia and team will help us greatly with our customer-led strategy and activation to enable world-class, customer-centric decisions.”
“I’m excited to join Walgreens Boots Alliance at such a critical time with COVID-19 changing customer behaviors externally and WBA modernizing and digitalizing its marketing function internally to help meet our customers’ needs,” said Wu. “I can’t wait to hit the ground running with such a talented global marketing team directly supporting the company’s digitalization and development agenda.”