Today (Oct. 10), Revlon announced the appointment of Michelle Peluso as CEO.
She joins from CVS Health, where she has worked as its evp and chief customer and experience officer since September 2023.
Peluso joined CVS Health in January 2021 as her brother was battling cancer, she wrote on LinkedIn. While there, she led teams responsible for enhancing consumer interaction, drove growth, and improved the company’s omnichannel customer service.
Peluso has held a variety of C-suite roles throughout her career, spanning chief marketing officer (CMO) roles Citi and IBM to leading Gilt and Travelocity as CEO. She is also a member of Nike’s board of directors.
“It’s a dream job to lead such an accomplished team around the world to ensure the truly beloved brands of Revlon, Elizabeth Arden, and the broader portfolio shine for the next generation of beauty shoppers,” she wrote.
In her new role, Peluso will work “with the full Revlon team – as well as our retailer, supplier and distribution partners – to further unlock the growth potential of our brands and meet the moment for the next generation of beauty and wellness lovers,” she added in a statement.
Peluso joins Revlon as it emerges from a period of financial trouble. The cosmetics giant filed for bankruptcy in June 2022, citing debt and pandemic-related disruptions. It has since begun to recover, announcing in May 2023 it cut $2.7 billion in debt.
The marketer to C-suite pipeline
Peluso is the latest in a wave of marketing leaders who have pivoted to CEO roles in recent years.
In March, Starbucks elevated its global CMO Brady Brewer to CEO of its international business. In August, the coffee chain hired former marketer and Chipotle CEO Brian Niccol as chairman and CEO.
Brands such as Kickstarter, Taco Bell, and Avon have also hired or promoted former marketers to the CEO role, while marketers at companies including Mars Petcare, Molson Coors, and Kellanove have been elevated to other C-suite positions.
