Superdrug, the high street chemist chain, has poached Angie Moxham as
its first head of corporate affairs in a bid to forge a more proactive
Moxham, 30, quit her job as associate director at the Oxford-based PR
agency Le Fevre two weeks ago, and joined Superdrug this week.
The hiring was instigated by Superdrug’s newly appointment marketing
director Steven Round who managed the company’s successful PR-only cut-
price fragrance campaign in 1993.
Communications has been handled by PR executive Sarah Turrell and
Superdrug’s agency of four years Lexis Public Relations since PR manager
Louise Turner left at Christmas.
Moxham is expected to handle City relations alongside the public affairs
team at Superdrug’s parent company Kingfisher. She is also responsible
for increasing coverage in the health and beauty press for Superdrug’s
own label goods.
Moxham will recruit a PR manager to take over the bulk of media
relations and an internal PR manager to communicate with its 12,000
employees over the next few weeks.
Superdrug is keen to re-invent itself as an ‘issues campaigner’
following the success of the ‘Battle for Fine Fragrances’ - its move to
cut prices on perfumes.
Superdrug will also roll out a new store format this year designed to
shake off its down-market image.