WH Smith has hired former Boots Opticians marketer Stephen Sinclair to take on a new strategic marketing role following a board-level shake-up. Sinclair joined WHS this week as strategic marketing director following his departure from dental chain Whitecross Dental Care in June. He worked at Whitecross for only six months. Sinclair was at Boots for five years, most recently as director of merchandising and marketing at Boots Opticians, before joining Whitecross as strategy and marketing director. It is understood Sinclair left Whitecross in the hope of pursuing a more important role elsewhere. Sinclair’s new position follows the promotion of WHS commercial director, trading and marketing, Don Sloan to vice-president of marketing for WHS’ 410-store travel chain in the US. The remainder of Sloan’s responsibilities have been merged with those of the other commercial director (supply chain and books and stationery) to create the position of trading director. WHS is looking to recruit someone from outside the company for this role. John Cormode, who held the post of commercial director for supply chain, books and stationery, becomes supply chain director. Sinclair will be responsible for the roll out of WHS travel shops at airports and major train stations.