Allison Peterson is the chief customer and marketing officer for Best Buy Co. Inc. In this role, she leads the company’s online business and its marketing strategy and capabilities. In addition, Ms. Peterson oversees the customer experience practice which focuses on defining and delivering meaningful cross-channel customer experiences.
Ms. Peterson has extensive experience in omnichannel retail, as well as brand strategy. Most recently, she was the president of e-commerce, driving the strategy for Best Buy’s online channels. In addition, Ms. Peterson oversaw Best Buy’s work to better understand and develop experiences for customers that met their specific needs in stores, online or in their homes.
Previously, 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. She started her career at Best Buy in 2004 as a category manager in the online channel.
Prior to joining Best Buy, 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.