Boots UK CMO Pete Markey Steps Down After Four and a Half Years

THE WHAT?  Pete Markey has stepped down from his role as Chief Marketing Officer at Boots UK, ending a tenure marked by strategic brand repositioning and a focus on loyalty-driven retail marketing.

THE DETAILS Markey joined Boots in early 2020 and played a key role in reshaping the health and beauty retailer’s marketing direction. Under his leadership, Boots shifted its brand messaging from “Feel Good” to “With You. For Life” and placed renewed emphasis on loyalty as a strategic growth lever. His departure, announced on June 17 via LinkedIn, comes after over four years in the role. Boots has not yet named a successor. Markey will continue in his role as ISBA President and has held prior leadership roles at TSB, Aviva, and the Post Office.

THE WHY? Markey’s exit comes at a time when Boots is sharpening its focus on affordability and product appeal, with marketing plans for 2025 already set in motion. His departure creates a gap in the leadership of the retailer’s personal care and beauty marketing operations at a time of heightened competition on the UK high street. Boots has credited him with driving its marketing transformation and high-profile campaigns, including its recent Christmas push.

Source: Marketing Week

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