288. Richard Bowden, Marketing and Digital Director at No7 by Boots: A Zigzag Career, Beauty, Premium Private Label, DTC in FMCG, Marketing at The Driving Seat

Richard Bowden, Marketing & Digital Director at Boots No7 Beauty Company, joins Daniel to speak about his zigzag career from agencies and British Airways to William Grant & Sons, Unilever and now Boots – and what that journey has taught him about brand building, data, e-commerce and leadership. We also discuss how Boots built premium, “own” brands like No7, why marketing needs a proper seat at the boardroom table again, and how to balance long-term brand building with short-term commercial pressure.

Key topics & takeaways

• Boots’ No7 Beauty Company model: building retailer-created brands as standalone, premium brands
• What British Airways, spirits and Unilever taught him about data, performance and global brand building
• Why marketing’s core job is to drive growth by being the “voice of the customer” in the boardroom
• How to make DTC and e-commerce viable in FMCG by treating them like real, lean businesses
• Using social and influencers to stay close to culture and younger generations in beauty
• Leadership lessons: psychological safety, clarity, curiosity – and the power of a strong personal network