Former John Lewis Partnership chief Charlotte Lock has quit her role as V&A director of audiences – which she only took up in January – to join Boots as senior vice-president of customer and marketing.
Lock will be working with Boots’ chief customer and commercial officer Steve Ager, who was appointed in the wake of CMO Peter Markey’s decision to step down. Markey has since joined Cancer Research UK as executive director of marketing, fundraising and engagement.
Lock worked at John Lewis between March 2022 and January 2025, and led the revival of the Never Knowingly Undersold price promise, which had been in place since 1925 but was axed in 2022 and replaced with “For All Life’s Moments”.
Prior to John Lewis she spent two years at Co-op as a director of its data and loyalty teams and also held several roles during an eight-year spell at the BBC.
She only joined the V&A in later January, having described her job as s director of audiences as a “personal passion”. At the time, Lock said: “I am thrilled to be joining the V&A team at such an exciting time and to support the team in the mission to enrich lives and strengthen society through the power of creativity.”
Now she says she will help continue Boots’ “successful transformation focused on delivering exceptional experiences for our customers”.
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