British health and beauty retailer Boots UK has appointed Paula Bobbett as Chief Data and Digital Officer. She announced the move in a LinkedIn post. Bobbett has served as Chief Digital Officer since May 2022, leading large-scale digital transformation across the company’s commercial operations. The new appointment expands her responsibilities to include oversight of data alongside digital.

Bobbett first joined Boots in December 2020 as Director of Boots.com, where she oversaw the end-to-end development of the online platform during a period of significant growth. In that role, she was instrumental in strengthening online performance, positioning boots.com as the UK’s number one health and beauty website, and advancing digital partnerships, including the collaboration with Deliveroo. She also directed improvements to the basket and checkout functions and laid the foundations for further digital innovation.

Before joining Boots, Bobbett held senior leadership roles at Dixons Carphone, including Head of Online Performance and Head of Online Trade, Analytics and Insight, where she managed online trading, merchandising, and analytics for Currys PC World and CarphoneWarehouse.com. Earlier in her career, she held analytics and customer insight positions at Avon, Debenhams, British Airways, and Vanguard Strategy.