Boots Hires Ex-John Lewis Executive Charlotte Lock as SVP of Customer and Marketing

Key Takeaways

Charlotte Lock has been appointed as the new senior vice president for customer and marketing at Boots UK.
She previously served as the customer strategy director at John Lewis and has extensive experience in retail and digital sectors.
This strategic hire follows leadership changes at Boots, including the departure of former CMO Pete Markey.

Leadership Changes at Boots UK

Boots UK has appointed Charlotte Lock as its new senior vice president for customer and marketing. Lock brings a wealth of experience, having served as the customer strategy director at John Lewis for three years until mid-2025. During her tenure, she led significant customer engagement initiatives across the retail partnership.

Before her role at John Lewis, Lock held various positions including director of data, loyalty, and digital products at Co-op. She also played key roles at the BBC, contributing to projects such as BBC Sport and BBC Sounds, which demonstrates her strong background in both retail and digital marketing.

Lock’s appointment comes in the wake of several leadership changes within Boots. Earlier this year, Pete Markey, the former chief marketing officer, left the company after over four years. Markey was known for enhancing Boots’ loyalty programs and spearheading impactful seasonal campaigns, thereby setting a high benchmark for customer engagement.

Lock’s hiring emphasizes Boots’ commitment to improving customer relationships and loyalty, a key focus as the company continues its digital and retail transformation strategy. The shift in leadership also includes the recent addition of Simon Gregg, a former Asda executive, who now serves as the chief retail, logistics, and pharmacy operations director at Boots.

With these changes, Boots appears poised to strengthen its market position while enhancing the customer experience in an increasingly competitive retail landscape. The executive shifts signal a proactive approach to adapting to evolving consumer expectations and emerging market trends.

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