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 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 commented: “I’m thrilled to be joining the Boots Executive Leadership team at this very exciting time. I’m passionate about boots.com 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 boots.com, 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.