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Boots appoints Paula Bobbett to the newly created role of Chief Digital Officer

13 May 2022
News Brand

Boots is delighted to announce that Paula Bobbett has been appointed to the position of Chief Digital Officer, and will now sit on the Boots Executive Leadership team. This newly created role will see Paula taking responsibility for continuing to deliver at scale and pace digital transformation across Boots commercial operations. 

Since joining Boots in December 2020, Paula has driven the end-to-end development of during a period of massive growth. She has been instrumental in strengthening online performance and positioning as the UK’s number one health and beauty website. 

Paula commented: “I’m thrilled to be joining the Boots Executive Leadership team at this very exciting time. I’m passionate about and creating a strong digital strategy for Boots to fulfil our customer promise through omnichannel. The changes that the team and I have delivered so far both support strong delivery of our short-term plans and set us up for future success and growth, keeping customers and patients coming back to Boots – I’m excited to see what we can do next!”

Boots recently reported strong sales on, with digital sales up 60% on pre-pandemic levels, accounting for more than 15% of Boots total retail sales.

Paula has also been instrumental in partnering with Deliveroo, increasing Boots’ online market share, overseeing dramatic improvements to basket and checkout as well as laying the foundations for some very exciting developments in the future.  

Paula is the second woman to be appointed to the Boots Executive Committee this year, following the appointment of Lucy Reynolds to the ExCo at the start of 2022. Lucy is responsible for Communications, Corporate Affairs and ESG for Boots. She started working for the company in January 2020 and joined the Executive Committee two years later in recognition of the impact made in that time, as well as the increasingly important role of communications in the business. 


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Boots is the UK’s leading health and beauty retailer with over 52,000 team members and around 1,900 stores, ranging from local community pharmacies to large destination health and beauty stores.*

Boots serves its customers and patients for life as the leading provider of healthcare on the high street and the UK’s number one beauty destination. It offers an unrivalled depth and breadth of products, which incorporates its extensive own brand range and innovative portfolio of brands, including No7, the UK’s No1 skincare brand, Soap & Glory, Liz Earle Beauty and Sleek MakeUP.

2024 marks Boots’ 175th anniversary year. Founder John Boot opened a herbalist store in Nottingham in 1849 to offer an affordable alternative to traditional medicines. His son Jesse expanded the business to become a modern retailer and the biggest chemist in Britain. Throughout its history, Boots has listened, learned and innovated, and it continues to challenge itself to improve its products and services every day.

Boots is part of Walgreens Boots Alliance, which is a global leader in pharmacy-led, health and wellbeing retail.  More company information is available on

*Figures accurate as of 31 May 2024