In his current role as chief marketing officer at TSB, Markey is responsible for brand, data, analytics, communications, digital, content and sponsorship.

At Boots, he will lead the strategic direction and performance of all Boots marketing activities and report to Vineet Mehra, senior vice-president, global chief marketing officer, Walgreens Boots Alliance, and chief customer officer, Walgreens.

His remit will include the Boots Advantage Card loyalty programme and deploying WBA’s partnership with Adobe and Microsoft, which will connect the retailer’s customer data with Microsoft’s cloud-based data platform and Adobe’s customer experience management tools. 

Prior to TSB, Markey held senior marketing roles at Aviva and The Post Office.

Mehra said: “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.”