Paula Bobbett
Brand
Paula Bobbett is Chief Digital Officer at Boots UK
Paula was appointed to her current executive role in May 2022 and is responsible 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 boots.com during a period of massive growth. She has been instrumental in strengthening online performance and positioning boots.com as the UK’s number one health and beauty website.
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 exciting future developments.
Paula has a highly experienced background in online trading, commercial strategy and analytics, moving to Boots from her role as Head of Online Performance at Dixons Carphone.
She has held senior analytics and customer insight roles at a variety of companies, including Strategy and Analytics Manager at Avon, Commercial Insight Manager at Debenhams, as well as roles at British Airways and Vanguard Strategy.
Paula specialises in business strategy and critical analysis, particularly in online marketing.
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