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Published
Nov 27, 2020
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​Boots appoints Markey to head new marketing initiatives

Published
Nov 27, 2020

Health and beauty retailer Boots has appointed Pete Markey chief marketing officer for its UK and Ireland operations, effective February. He replaces Helen Normoyle, who has left the retailer.


Walgreens Boots Alliance


The appointment comes after the UK health and beauty retailer unveiled a strategic partnership with Adobe and Microsoft and he will work on the programme to create and co-develop personalised shopping experiences.

Markey will also be tasked with overseeing the strategic direction and performance of all of Boots UK and Ireland marketing activity. This includes Boots' brand experiences, its loyalty scheme, media strategy and "overall execution of marketing plans across physical and digital touchpoints", Boots said.

He will report to Walgreens Boots Alliance global chief marketing officer Vineet Mehra.

He joins from the TSB bank where he was head of marketing for three-and-a-half years, responsible for brand, data, analytics, communications, digital, content and sponsorship. Previously, he has held senior marketing roles at Aviva and the Post Office.

Mehra said: “Pete is a world-class marketer, whose deep understanding of consumer analytics and innovative approach to engaging with customers will help take the Boots marketing approach to the next level.

“This is a pivotal role for Boots and his extensive experience will be invaluable as we seek to achieve our vision to become a truly modern, digitally native marketing organisation, while advancing our mass personalisation strategy.”

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