Boots: Strong ties between insights and marketing a catalyst for growth
Boots’ Pete Markey and Katy Dixon on why bringing insights onto the marketing leadership board has proven effective and why every insight needs a ‘So what?’
Boots has become a brand that places the customer at the heart of its decision-making.
Under the stewardship of CMO Pete Markey, the brand has recorded 14 consecutive quarters of growth, built off the back of strong campaigns and a well-researched customer offer.
This success has also been a consequence of a strong relationship between the insights and marketing function. Markey believes Katy Dixon, head of marketing and customer insights at the retail giant, has been critical to the brand’s success over the past four years, while bringing insights closer to marketing has been a boon for both functions.
