Lyle Tick has joined Boots Retail USA as managing director. Tick will lead the development and expansion of Global Brands in the U.S.
Based in Manhattan, he reports to Andy Gibson, senior vice president and chief marketing officer, Global Brands, a cross-divisional function of Walgreens Boots Alliance.
Among his first goals will be to build on the momentum of No7 skin care and makeup as well as Soap & Glory, a fast growing bath, body and skin-care line. “I feel very lucky as opportunities abound for us in the U.S.,” he told WWD. “What brought me here to this position is the desire and opportunity we have to establish and grow our beauty, health and wellness brands into real global powerhouses, starting with the largest market — the U.S.”
Tick has a diverse background, joining Boots from J. Walter Thompson Co. where he was the global chief growth officer, charged with developing new strategies for the evolving needs of its clients. Prior to that, he spent over four years at Bacardi holding positions including senior global category director and vice president of marketing North America.
His experience on the agency and business sides of the business, Tick believes, has given him the opportunity to make emotional connections with consumers for brands across several categories resulting in commercial success. “In today’s world — with consumer control and fragmentation — it has never been more important to deeply understand your consumer, be crystal clear on what your brand stands for and understand how to bring that to life. I would like to think the skills I have acquired will serve our brands, particularly at their current life stage, as they mature in the market,” he said.
WBA sees great potential from the Global Brands’ portfolio and has added more of the products to its stores. Speaking at the first quarter earnings call earlier this month, George Fairweather, executive vice president and global chief financial officer at WBA, said the shift toward health and beauty is “resonating with our customers and is an important point of differentiation.” Based on positive results in 400 pilot stores, he said the expanded beauty offering especially of No7 and Soap & Glory will roll out to 2,000 stores this summer.