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Allison Peterson, Chief Customer & Marketing Officer

Allison Peterson

Chief Customer & Marketing Officer, Best Buy

Allison Peterson is Chief Customer & Marketing Officer for Best Buy Co. Inc. In this role, she leads the overall digital strategy to advance Best Buy’s global e-commerce vision, retail omnichannel capabilities and online business, including BestBuy.com and mobile commerce. Allison also leads the Customer Experience design capability for the company.

Ms. Peterson has extensive experience in omnichannel retail as well as brand strategy. Most recently, she held various leadership roles within marketing at Best Buy, including vice president of category marketing and vice president of brand strategy. In those roles, she was deeply involved in defining the marketing strategy for the company and driving the shift from traditional to digital marketing.  Prior to that, Ms. Peterson had a leadership role in the company’s Home division, focused on driving results for key areas including home theater and appliances. She started her career at Best Buy in the online channel.

Prior to joining Best Buy in 2004, Ms. Peterson worked in merchandising and demand planning at Target Corp.

Ms. Peterson holds a bachelor’s degree in business from Indiana University. She serves on the executive committee of the board of directors for the Children’s Theatre Company of Minneapolis.