Erica Monteith is the Executive Director of Brand Activations and Beauty Marketing at CVS Health, where she’s responsible for leading CVS Beauty marketing strategy and brand activations. Throughout her six years on the team, Erica has leveraged her passion for purpose-driven work to lead the strategy and execution of several groundbreaking programs – and developed a platform that has helped reposition CVS Beauty as strongly reflective of CVS Health’s health care core.
Most recently, through her leadership, Erica played an integral role in helping launch and maintain relevancy for the CVS Beauty Mark initiative, establishing CVS Health’s commitment to create more transparency in beauty imagery, as well as enlisting major national beauty brands to participate.
That work has redefined industry standards with the goal of promoting healthy self-esteem – and contributed to recognition for CVS Health as one of Fast Company’s top three Most Innovative Companies, as well as a Clio Awards Gold Win. Most importantly, it continues to have an outstanding impact on consumers by creating a more authentic representation of beauty within CVS Pharmacy aisles and beyond.
Prior to joining the CVS Marketing team in 2017, Erica began her 13-year tenure at CVS Health in Advertising Services, having previously worked at Arnold Worldwide. A true marketer, Erica is dedicated to identifying new ways to inspire customers by weaving CVS Health’s health-driven purpose into its beauty and enterprise brand activations. Her focus on innovative strategies that resonate with the next generation will continue to create industry-wide positive change to serve CVS Health customers.
She earned her undergraduate degree in 2004 from Providence College.