Shop Direct poaches Boots exec for trading director role

Farmer, who has been at Boots for eight years and is currently vice president and global retail own brand director, will join Shop Direct as group trading director in September.

In his new role, Farmer will oversee the online retailer’s buying, merchandising, design, sourcing, data intelligence, finance and trading division in collaboration with category directors and supply chain directors.

Farmer, who helmed a 155-strong team at Boots and previously spent 13 years at L’Oreal where he culminated as managing director for the Portuguese business, will report to retail managing director Sam Perkins in his new role.

Shop Direct current interim chief marketing officer Carly O’Brien has also been appointed on a permanent basis.

O’Brien joined the business earlier this year and has previously held roles at marketing director at Virgin Money Digital Bank and head of marketing for Bank of America.

Perkins said: “Guy’s and Carly’s expertise will allow us to make big steps forward in our mission to give customers the best products and online journey, whilst helping them spread the cost.

“Guy’s outstanding trading and product experience means he’s ideally placed to cement our category management approach and even further improve the speed and quality of our commercial and customer decisions. Carly is already an integral part of the team and will use her marketing expertise to bring us closer to our customers through data and enable them to connect with our retail brands in new ways.”