The company, which is currently undertaking a comprehensive review of its business and searching for a new chief executive to replace Steve Russell later this year, has ousted Barry Clare, its board director with responsibility for strategic marketing and development. An 11-year Boots veteran, Clare had been in the role for just four months.
While acknowledging the contribution Clare made, the company said it now required "different skills" to take forward its marketing function.
Francke, who has also held a number of senior roles at P&G, including general manager for health and beauty care, cosmetics and skincare, joins Boots next month as director of strategic marketing seven months after leaving Masterfoods, where she was vice-president for petcare marketing, Europe.
Francke will not have a seat on the main board, but will have a presence on the company's executive committee. However, a Boots spokesman denied that marketing's importance had been diluted by the management changes.
"A senior appointment does not guarantee a seat on the board. People are appointed on the board for different reasons, not only because of the department of the company they run," he said. "Marketing is a core activity for any retailer and Boots is no different."
COMMENT
The change in status of the top marketing role at Boots mirrors the move made by Marks & Spencer last year, which coincided with the departure of Alan McWalter.
Yet Boots is in urgent need of strong marketing at a senior level, after scrutiny over the success of its Wellbeing strategy and the future of its standalone upmarket Pure Beauty stores.
At a time when it is also hunting a chief executive to replace Steve Russell, the decision to downgrade marketing is a dangerous one.
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