Raley's elevates 'better-for-you' strategy to C-suite

Raley’s has elevated one of its longtime executives to a new role that focuses on the company's health and wellness mission.

The grocer announced that Deirdre Zimmermann will become chief customer experience officer, effective immediately. According to a company statement, Zimmermann's new expanded role will help drive internal and external awareness of the company’s vision to infuse life with health and happiness, by changing the way we eat, one plate at a time. 

Zimmermann has served in an executive position since joining the organization in 2015, beginning as Senior Vice President, Marketing and E-Commerce. 

“Deirdre is a proven executive whose skill and leadership has contributed greatly to Raley’s success,” said Keith Knopf, President & CEO. “In her new role of Chief Customer Experience Officer, she will be instrumental in shaping the engagement of our team members and enriching the experience for our customers as part of our brand’s transformation.”

According to Raley's, Zimmermann has developed and implemented a targeted digital marketing strategy to gain new customers and build loyalty through Raley’s Something Extra Rewards program. She also led improvements and drove growth in the online shopping experience on raleys.com. Zimmermann’s added focus is to build and implement a comprehensive strategy integrating team member and customer experiences in all Raley’s stores and online.

Zimmermann will continue to report to Keith Knopf, Raley’s president & CEO.

“At Raley’s, we strive to put our team members and customers at the center of our vision to deliver a differentiated experience that transcends price and product offering,” said Zimmermann. “It is a privilege to continue to evolve the brand, centered around our purpose of improving the health of the people we serve.”