Superdrug owner AS Watson appoints new Sales Operations Director

AS Watson, owner of Superdrug and The Perfume Shop, has appointed Charlie McElroy as its new Sales Operations Director for Superdrug. 

McElroy first joined Superdrug 25 years ago as a Store Manager and has since worked his up the ranks. AS Watson noted, in his most recent role as Regional General Manager, McElroy played a central role in shaping Superdrug's Retail Management progression pathways.

In his new role he has been tasked with leading sales operations with a focus on empowering store teams to deliver "consistent standards, service and performance".

McElroy shared that he was "incredibly proud" to step into his new role. "Having started my career in store, I've seen first-hand the passion and commitment our teams bring every single day to support our customers," he added. 

"My focus is making sure our teams feel supported, valued and clear on what matters most. When our teams are set up to succeed, they deliver brilliant standards and experiences for our customers, and that's what drives our success."

Peter Macnab, Chief Executive Officer, Health and Beauty UK & ROI, said McElroy's deep understanding of Superdrug's stores and colleagues made him well placed to lead the function.

"Sales operations is a crucial part of our business, helping to ensure we deliver strong standards, service and performance across our store estate," Macnab added.

"Charlie's operational expertise, people-centred leadership and close connection to our store teams make him exceptionally well placed to lead this function as we continue to strengthen the customer experience in stores and online."

The appointment is the latest in a series of operational leadership moves at AS Watson's UK business.

In March, the group appointed Mark Peaker, previously Head of Commercial Finance at Superdrug, as Supply Chain Director for Superdrug and Savers, tasked to build resilience and scale across both brands.

AS Watson has further emphasised its commitment to UK investment in recent months, with group CEO Malina Ngai calling the UK market "a very important strategic investment" for the group during a roundtable marking the company's 185th anniversary.