Rachael Thornton

Rachael Thornton is the Head of CRM at Boden. Rachael has worked for over 20 years as a multi-channel marketing expert in retail businesses, focused on delivering results through designing customer-focused communication strategies and planning and executing engaging marketing campaigns.

Rachael's previous roles across various retail sectors (from fashion to furniture to flowers) focused on using insights and data to plan strategies that increase customer value, grow loyalty and drive sales growth. With a wealth of experience aligning marketing comms to brand values and trading expectations, Rachael enjoys finding the sweet spot of combining the data-driven side of commerce with the human touch – building an emotional connection with customers by understanding their wants and needs and working out how best to address them.