Pete Markey to leave TSB for CMO role at Boots

TSB CMO Pete Markey is leaving to join Boots UK as the retailer looks to accelerate its digital transformation.

Markey will join as CMO in the new year and be responsible for the vision, leadership, strategic direction and performance of Boots’ marketing. He will report into Boots owner Walgreens Boots Alliance’s global chief marketing officer Vineet Mehra.

Markey tells Marketing Week: “I’m delighted to be joining Boots at such an exciting time for the business and am looking forward to working with Vineet and the team.”

TSB plans to replace the CMO role, with a replacement to be announced “in due course”. A spokesperson says: “We’d like to thank Pete for his valued contribution to TSB over the past three years and to wish him well in the next stage of his career – and we will announce a replacement in due course.”

The UK CMO role is new for Boots, which previously had a marketing director position held by Helen Normoyle. She is leaving Boots after three years at the retailer, with her future plans unclear. Boots’ director of brand and communications Adam Zavalis is also departing.

Mehra says: “I am delighted to welcome Pete to the team. Pete is a world-class marketer, whose deep understanding of consumer analytics and innovative approach to engaging with customers will help take the Boots marketing approach to the next level.

“This is a pivotal role for Boots and his extensive experience will be invaluable as we seek to achieve our vision to become a truly modern, digitally native marketing organisation, while advancing our mass personalisation strategy.”

Prior to TSB, Markey held a number of senior marketing roles mainly in the financial services sector. He was previously brand communications and marketing director at Aviva and CMO at the Post Office and RSA. He has also held roles at More Than, Onetel and The AA, having started his career at British Gas.

At TSB he is responsible for brand, data, analytics, communications, digital, content and sponsorship. He is also focused on diversity and inclusion and is an executive sponsor for TSB’s inclusion network.

He joins Boots at a critical time for the brand as it struggles amid the coronavirus pandemic and shifts in shopping habits. The retailer is focused on its digital transformation and creating a single view of its customers across channels, with the aim of improving customer experiences.