Boots has snapped up TSB’s marketing boss Pete Markey to lead marketing across its UK and Ireland businesses.

Markey will be tasked with overseeing the strategic direction and performance of all of Boots UK and Ireland marketing activity and report to Vineet Mehra, Walgreens Boots Alliance global chief marketing officer and Walgreens chief customer officer. 

He joins Boots from TSB after a three-and-a-half year stint with the bank where he was responsible for brand, data, analytics, communications, digital, content and sponsorship. He has previously held senior marketing roles at businesses including Aviva and the Post Office.

Markey’s appointment comes after Boots unveiled its strategic partnership with Adobe and Microsoft to drive mass personalisation by using technology from the two firms alongside data from across its loyalty scheme, ecommerce and store network.

Mehra said: “I am delighted to welcome Pete to the team. Pete is a world-class marketeer, 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.”