Allison Peterson

Allison Peterson is the chief customer officer for Best Buy Co. Inc. In this role, she is responsible for the company’s customer strategy, including the development of innovative business initiatives, value propositions and experiences that create meaningful differentiation and brand love.

She oversees the company’s membership offerings that are designed to drive ongoing and deeper relationships with our customers. That includes the My Best Buy loyalty program and Total Tech Support.

Allison has extensive experience in omnichannel retail and brand strategy. She previously led marketing for the company and formerly served as president of e-commerce, driving dramatic growth for Best Buy’s online channels.

Since joining Best Buy in 2004, Allison has held various leadership roles within marketing and e-commerce, 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 leading the shift from traditional to digital marketing. She originally joined the company as a category manager in the online business.

Prior to Best Buy, Allison worked in merchandising and demand planning at Target Corp.

Allison 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.