Boots names new chief digital officer

Paula Bobbett
Paula Bobbett is now chief digital officer of Boots UK
// Boots has promoted ecommerce director Paula Bobbett to UK chief digital officer
// Bobbett has led Boots through stellar growth during the pandemic

Boots has promoted Paula Bobbett to UK chief digital officer. 

Bobbett, who was previously ecommerce director at Boots, revealed the news on LinkedIn where she described the role as her “dream job”.

Bobbett joined Boots in December 2020 and was previously head of online performance at Currys, where she had spent seven years working in various ecommerce roles.

She is highly experienced in online trading, commercial strategy and analytics.

Bobbett has led Boots through phenomenal online growth during the pandemic. 


READ MORE: Boots unveils its first ever TV advert for Advantage Card


In its latest quarter, Boots UK sales surged 60% on pre-Covid levels.

Boots.com sales now account for more than 15% of Boots UK total retail sales compared with 9% pre-Covid.

She has been a key figure in Boots’ digital transformation. The retailer has recently replaformed its website and is pushing forward with personalisation efforts.

Bobbett has also spearheaded initiatives such as speedy beauty delivery via Deliveroo and making Boots’ website accessible to all through its Recite Me partnership, which includes screen reading, multiple reading aids, text-to-speech and translation into over 100 languages.

The health and beauty retailer is currently up for sale with final bids due on Monday. It is understood that Asda owner, the Issa brothers, and India’s largest listed company Reliance Industries, which is thought to be submitting a joint bid with US buyout firm Apollo Global Management, are still in the race to snap up Boots from current owner Walgreens.

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