For senior marketers, brand leaders and CRM/data teams that want to prove marketing impact, win budget, and turn first-party data into growth.   Boots had a big challenge: stay trusted and familiar, while proving marketing could drive real commercial growth in a tougher retail market. Pete Markey will unpack how Boots moved beyond broad campaigns into a sharper growth model powered by first-party data, Advantage Card insight, better measurement, loyalty, and AI. The result: over 17 quarters of marketing share growth, a reported 35% increase in marketing budget, stronger customer relationships, and a clearer case for marketing investment.   What you can expect to takeaway: - How Boots used first-party data and loyalty insight to target customers more effectively. - How better measurement helped Pete make the case for more marketing budget. - How AI and retail media helped Boots connect brand activity, supplier campaigns and performance.     Level it’s for: Head of / Director / Executive