Amanda Jenkins has been appointed director of marketing for Crookes Healthcare, the UK division of Boots Healthcare International (BHI).
It is a key appointment for Boots. The UK subsidiary deals with all of Boots’ over-the-counter brands, which include major names such as Strepsils, Nurofen, E45 and Optrex.
Jenkins, who launched the Nurofen Plus brand in her previous role as marketing manager for analgesics, replaces Ros Boulstridge, who died suddenly in April (MW April 14).
In her new position, Jenkins will oversee all of the Crookes brands. BHI has invested heavily in new product development, and is expanding its range. Last year alone, it launched 20 products worldwide.
BHI is also pursuing growth by acquisition and Jenkins’ role will involve assessing opportunities. These include the French Lutsia skincare brand, acquired at the start of the year, and German skincare manufacturer Hermal Kurt Herman, bought in September.