Boots UK has appointed former John Lewis executive Charlotte Lock as its new Senior Vice-President of Customer & Marketing, strengthening its focus on brand transformation, loyalty, and customer experience.
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BootsBoots UK has announced a major leadership hire, naming Charlotte Lock as its new Senior Vice-President, Customer & Marketing.
A fresh face for a pivotal role
Lock joins Boots UK from John Lewis & Partners, where she served as Pan-Partnership Customer Director from March 2022 until June 2025. Prior to her time at John Lewis, she held senior roles at The Co-operative Group (Director of Data, Loyalty & Digital Products) and at the BBC in audience- and youth-strategy functions.
Boots’ Chief Customer & Commercial Officer, Steve Ager, said:
“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.”
Her appointment is part of Boots’ wider transformation agenda aimed at sharpening the customer experience, strengthening loyalty, and reinvigorating the brand.
Why this matters for Boots
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Retail branding and customer experience focus
Boots is operating in a challenging retail environment: competitive pressure, cost inflation, digital disruption, and changing consumer behaviour. Bringing in someone with Charlotte Lock’s credentials signals a push to sharpen the retailer’s marketing and customer proposition. -
Loyalty and data-first orientation
Lock’s background includes data, loyalty, and digital product leadership. Boots has been investing heavily in loyalty programmes and data-driven marketing; this hire reinforces that strategic direction. -
Transformation momentum
Boots is undergoing transformation under its new leadership, including senior team changes. The appointment follows the departure of former CMO Pete Markey earlier in the year and other senior shifts.
What to look out for
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Brand refresh and campaign evolution: With Lock’s appointment, Boots may launch new marketing campaigns more focused on customer experience, storytelling, and loyalty integration. The retailer’s 2025 festive campaign already emphasises gifting and brand experience.
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Omnichannel customer journeys: Expect Boots to leverage Lock’s expertise to integrate online, in-store, loyalty, and digital channels more tightly so that customers experience seamless interaction across touchpoints.
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Data-driven personalisation: Given her data and loyalty background, there may be a stronger focus on personalisation, segmentation, and using insights to drive marketing relevance and ROI.
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Culture and leadership: Bringing an external senior hire with a fresh perspective may influence the marketing function’s culture, ways of working, and priorities—moving from campaign-centric to experience-centric.
Potential challenges
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Retaining relevance in a cost-conscious era: UK consumers are under pressure, so Boots’ marketing needs to show value, not just brand flair.
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Delivering quickly: With competition high, Boots will need to turn this hire into measurable momentum—brand recall, loyalty activation, and digital engagement.
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Balancing healthcare/beauty identity: Boots is not just a beauty retailer—it has pharmacy and health services. The marketing lead must balance those pillars without diluting either.
Boots’ appointment of Charlotte Lock marks a significant step in its strategic evolution. Her blend of retail-brand experience (John Lewis), loyalty and data focus (Co-op), and broad media/audience insight (BBC) gives her a strong foundation to shape Boots’ customer and marketing agenda.
If executed well, this move could enhance Boots’ competitive position by deepening customer relationships, modernising its marketing engine, and reinforcing its brand promise: “With you. For life.”
Source: Boots
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