Lock previously led the John Lewis customer strategy between 2022 and earlier this year, when she left and joined the Victoria & Albert Museum (V&A) as executive board member for audiences.

Prior to John Lewis, she was director of data, loyalty and digital products at Co-op.

At Boots, Lock will work with chief customer and commercial officer Steve Ager.

Lock joins Boots after the recent acquisition of previous Boots owner Walgreen Boots Alliance by private equity firm Sycamore Partners. Through the deal, which completed in August 2025, The Boots Group now operates as a standalone company.

The V&A has appointed its head of integrated marketing and insight, Sophie Rouse, as interim director of audiences.