INTEGRATED MARKETING COMMUNICATIONS
Researched and developed the strategy that returned healthcare to the heart of Boots' proposition, during a time of rapid digital advancement and acquisition, including the development of the Boots Health Club within the Advantage Card membership.
Executed multiple multichannel campaigns that delivered the highest recorded awareness and commercial performance of any Boots healthcare campaign, including digital schools initiatives to help children to make better lifestyle and health decisions.
Introduced an IMC process that remains in place today for the integration of 100+ communications channels across Boots’ on and offline retail estate, from advertising through to store communications, (e)CRM, CSR and corporate/public affairs.
Successfully tested emerging innovations within digital technology, such as health issue podcasting to demonstrate the expertise of local community pharmacists, as well as early adoption of digital media in its infancy: boots.com, email, display and SEM.