S3 Ep 38: From Good Old Boots to WOW Boots with Peter Markey, CMO Boots

In this episode, Peter Markey, Chief Marketing Officer of Boots & 2023 Marketer of the Year talks about how he is managing the legacy of the 175 year old Boots brand and making it a brand that WOWs in 2024. Peter generously shares his extensive journey and experiences leading some of the UKs biggest brands, shedding light on his strategic approach to maintaining brand relevance, leveraging data, and emphasising commerciality. We discuss the crucial role of empathy in leadership and how it influences innovative marketing campaigns like the 'Love Island' partnership that Boot UK has championed. Furthermore, Peter opens up about how his passion for improv comedy and music improv invigorates his professional creativity and adaptability. Through exploring his strategies for navigating marketing trade-offs, continuous customer engagement, and adapting to the ever-evolving landscape of marketing, Peter offers invaluable insights. And we get to talk about the future potential of AI in marketing. We also go back in time and talk about an interview Peter gave in 2009 where he is talking about some of the concepts that were later to be become mainstream thinking. Oh and we also get to chat about Queen Camilla and 80s music. This episode is a goldmine for marketers eager to learn from a seasoned expert about thriving amidst change and driving growth.


01:57 Leadership and Marketing Strategies
02:01 Insights on Data, Tech, and AI in Marketing
06:40 Personal Career Challenges
08:42 Navigating Redundancies and Career Transitions
12:11 Sector Experience and Marketing Versatility
21:45 Brand Purpose and Organizational Alignment
24:33 Boots' Legacy and Future Vision
28:13 Final Thoughts and Reflections
35:38 The Commitment to Being a Good Example
35:50 Debating Purpose and Financial Confidence
36:49 The Power of Long-Term Purpose
38:16 Creative Options and Purpose Work
39:37 The Success of Boots' Summer Campaign
41:52 The Importance of Team Input
47:59 Boots' Strategic Partnerships
52:43 Navigating C-Suite Relationships
58:05 Staying Close to Customers
59:11 The Value of Improv in Leadership
01:02:32 Evolving Marketing Strategies
01:04:23 Future Focus: Growth and AI

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