Boots UK has hired Charlotte Lock as its new customer and marketing director.
The executive previously served as pan-partnership customer director for John Lewis from March 2022 to June 2025.
Prior to this, she worked at Co-op from January 2020 to March 2022 under various roles, most recently working as director of data, loyalty and digital products.
Lock also spent more than eight years working for the BBC, under a variety of positions including director youth strategy BBC Sport and director BBC Sounds.
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Boots chief customer and commercial officer Steve Ager said: “We’re pleased to welcome Charlotte Lock to Boots as our customer and marketing director.
“Charlotte joins us with deep expertise in developing leading customer journeys for loved retail brands and creating seamless connections across marketing, branding and loyalty initiatives.
“We’re excited about Charlotte’s appointment as we continue our successful transformation focused on delivering exceptional experiences for our customers and upholding our brand promise: ‘With you. For life.'”
Earlier this year, Boots saw its chief marketing officer Pete Markey step down from the retailer after more than four and a half years.
The exec, who joined Boots in 2021, played a key role in the growth of the brand’s loyalty proposition and was responsible for some of its biggest Christmas and summer campaigns.
In January, the business also poached Asda’s retail boss Simon Gregg as its new chief retail, logistics and pharmacy operations director.
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