About

Patrick Diogenia is a marketing and growth executive, strategist, researcher, and entrepreneur whose work sits at the intersection of human behavior, business strategy, and measurement. Over more than two decades, he has set direction, shaped investment decisions, built new capabilities, and led organizations from customer insight to measurable growth.

Diogenia currently leads behavior change marketing at CVS Health. His earlier work has spanned Fortune 500, consulting, entrepreneurial, and public-sector environments, including leadership roles at Comcast NBCUniversal and the Philadelphia Industrial Development Corporation. He has founded two businesses, built and rebuilt marketing functions, led the development of 1:1 omnichannel marketing capabilities, and worked across customer strategy, loyalty, lifecycle marketing, segmentation, analytics, customer experience, and organizational transformation.

His work is particularly focused on consequential decisions where customer behavior, organizational capability, and commercial performance intersect. He has led customer-engagement portfolios exceeding $40 million, generated tens of millions of dollars in incremental commercial value, and advised organizations across financial services, hospitality, travel, gaming, retail, media and entertainment, B2B services, and multi-location consumer businesses.

Alongside his professional work, Diogenia studies organizational communication, leadership, employee voice, decision-making, measurement, behavioral science, and applied AI at New Mexico State University. His current research includes Strength Overshoot, research on NPS and eNPS, an analysis of 604,320 public workplace reviews, and work on selecting AI and machine-learning segmentation approaches based on the decision they need to support rather than technical performance alone.

Across both practice and research, his work returns to a common idea: a metric is not the phenomenon, a model is not the decision, and a strength is not always a strength. He is particularly interested in how organizations can understand people better without reducing customers or employees to scores, segments, or abstractions.

Diogenia holds MBA degrees from Indiana University’s Kelley School of Business and Alliance Manchester Business School at the University of Manchester. He earned his undergraduate degree from the University of Pennsylvania, graduating summa cum laude, and a second bachelor’s degree in business administration from Thomas Edison State University, graduating with highest honors.

The views expressed here are my own and do not represent the views of CVS Health or its affiliates.