Boots has appointed Charlotte Lock as senior vice president for customer and marketing, marking a return to retail for the former John Lewis executive.

Lock previously served as pan‑partnership customer director at John Lewis, a role she held from 2022 to 2025, and earlier led data, loyalty and digital products at Co‑op. She also spent more than eight years at the BBC in senior audience and content positions. Most recently, Lock joined the V&A in January as director of audiences.

Confirming the hire, Boots chief customer and commercial officer Steve Ager said: “We’re pleased to welcome Charlotte Lock to Boots as our customer and marketing director from November 2025.” He added: “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’.”

The move follows the departure of Boots’ UK chief marketing officer Pete Markey in the summer. Markey has since joined Cancer Research UK as executive director of marketing, fundraising and engagement. The company has also been reshaping its leadership, including the appointment of Asda’s former retail boss Simon Gregg earlier this year as chief retail, logistics and pharmacy operations director, as reported by trade press.

DecisionMarketing reported that Lock has left the V&A to take up the Boots role. In her statement at the museum earlier this year, Lock described the job as a “personal passion” and said she was “thrilled to be joining the V&A team at such an exciting time.” Her retail experience at John Lewis included leading the revival of the Never Knowingly Undersold price promise into a new brand platform, For All Life’s Moments.

Retail Gazette and The Grocer both highlighted Lock’s track record in customer strategy and loyalty, noting her time at Co‑op and the BBC. The Grocer said the appointment was first reported by Retail Week and framed the move in the context of Boots’ transformation under new ownership, following its separation from Walgreens Boots Alliance in August.

Boots said Lock will focus on strengthening customer journeys and marketing effectiveness as the retailer continues its investment in loyalty, branding and digital engagement.

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