WOONSOCKET, R.I. — Beauty retail veteran Cheryl Mahoney has assumed a new post at CVS Caremark, and the company has brought onboard Alex Perez-Tenessa to serve as VP retail merchandising – beauty/personal care, according to CVS Caremark.

Mahoney, who previously served as VP of beauty and personal care, has assumed the new role of VP, retail merchandising – promotion and business development. She will be responsible for maximizing the impact and profitability of the CVS/pharmacy promotional efforts across all front store categories. In addition to optimizing the use of the circular for promotion, Mahoney will lead the merchandising transition to a more personalized approach to promotion through the company’s ExtraCare loyalty program.

Mahoney will also lead a new effort aimed at creating the right merchandising assortments for the store clustering initiative.

Mahoney has spent more than 30 years at the chain. She has worked in the merchandising and category management field and has been instrumental in helping the company achieve market leadership in both beauty sales and market share.
 
Perez-Tenessa brings 15 years of experience in retail strategy, innovation and transformation with a deep concentration in merchandising. Prior to joining CVS Caremark, Perez-Tenessa was partner, retail practice, with McKinsey & Co., where he developed and led several merchandising transformational strategies with major retailers.

CVS Caremark stated that it will leverage his leadership as well as his strategic and innovation strength to build upon its successes and enhance the beauty and personal care business.