Superdrug has announced a reshuffle of its management team that will support strategic developments to meet the needs of today’s shoppers.
As well as bolstering female presence on its board, the organizational changes are part of moves by the A.S. Watson-owned health & beauty chain to prioritise value via own-brand, and a focus on inclusion, diversity, and trends to reflect its growing Gen-Z customer base.
Simon Comins, previously Commercial Director, will move to the role of Chief Commercial Officer as he marks 35 years with the business. He commented: “At Superdrug, our strategy focuses on introducing our customers to the newest and best trending products in health and beauty while bringing them the value they know and love from us. I know these new roles will help us achieve this goal while creating an amazing culture for anyone who works or shops with us.”
Former E-Commerce Director Matt Walburn’s remit is being widened significantly, taking on the role of E-Commerce, Customer and Marketing Director. He will be tasked with driving the brand’s omnichannel strategy as well as its recently announced Marketplace, which he described as “a vital step for our business as we look to strengthen further our role in health and beauty retail and start to build into new associated categories.”
Meg Potter is moving to the position of Trading Director and will also sit on the Superdrug Executive Board. She will be responsible for Personal Care, Cosmetics, Fragrance, Hair and Skincare. She previously led the retailer’s Cosmetics and Fragrance teams.
Potter commented: “I have built my career on a passion for discovering new trends, building brands and securing exclusives for our customers. With my new role, and exciting developments such as our new marketplace platform, I believe we’re in a better position than ever to make the biggest trends in health and beauty accessible to our customers, while continuing to bring the value they know and love us for.”
Alongside her, Jamie Archer will take a new role as Own Brand Director to “drive innovation in Superdrug’s accessibility, value, and brand-building strategies”.
He explained: “We truly believe that our own brand ranges measure up to the biggest brands in the market in terms of efficacy, whilst bringing real value where our customers need it most. Not only that, we’re proud of our record of creating and building our own innovative brands into household names, and I’m excited at the step-up to focus on driving this even more at the top level of our business.”
Meanwhile, the chain’s former Head of People, Amy Davies, has been promoted to People Director and will sit on Superdrug’s Executive Board. The retailer has been listed as a ‘leader in diversity’ since 2019, and Davies’s appointment aims to continue its focus on inclusion and diversity internally. Her remit will also cover employee wellbeing.
Davies commented: “Our people make us the business we are, and I’m looking forward to continuing the work that we have already taken in supporting our colleagues by focusing on the wellbeing of teams, building our CSR strategies and honing our talent for the future.”
NAM Implications:
- Apart from a focus on Gen-Z customers…
- Key stand-out points include:
- Prioritising value via own-brand
- Driving the brand’s omnichannel strategy
- Driving Superdrug Marketplace
- Taking the biggest trends in health and beauty accessible to their customers
- Driving innovation in Superdrug’s accessibility, value, and brand-building strategies
- Superdrug patently believes that their own brand measures up to the biggest brands in the market in terms of efficacy…
- …whilst bringing real value where their customers need it most.
- Clearly branded suppliers need to re-emphasise their role in the offering…
- …in order to retain a fair share of investment and return.
