Boots promotes Paula Bobbett to UK chief digital officer.

Paula Bobbett has been promoted to the role of UK chief digital officer at Boots, revealing the news on LinkedIn.

Bobbett previously held the role of ecommerce director, however has now branded the new position as her “dream job.”

Bobbett joined Boots in December 2020 and was responsible for growing Boots UK’s online store at, helping customers access products, brands and healthcare essentials.

Paula has a highly experienced background in online trading, commercial strategy and analytics, moving to Boots from her role as Head of Online Performance at Dixons Carphone.

She has held senior analytics and customer insight roles at a variety of companies, including Strategy and Analytics Manager at Avon, Commercial Insight Manager at Debenhams, as well as roles at British Airways and Vanguard Strategy.

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