Emma Eatch is Head of Clinical Analytics & Supplier Insights at Boots UK, where she leads work that sits at the intersection of data science, customer engagement and public health. Recognised in the DataIQ Future Leaders List 2025, she has built a reputation for combining commercial acumen with a clear social purpose.
Emma has played a pivotal role in award-winning initiatives that demonstrate how responsibly deployed data can deliver both business value and meaningful health outcomes. She was part of the team behind the groundbreaking use of loyalty card data to identify shopping behaviours consistent with ovarian cancer symptoms, helping to prompt earlier awareness and intervention. Her team also pioneered tailored CRM journeys addressing menopause symptoms, opening up conversations with customers in ways that were both sensitive and evidence-led. Collectively, her clinical CRM programmes deliver more than £15 million in incremental annual value.
Under her leadership, Boots’ analytics function has received industry recognition, including Most Innovative Use of AI at the 2024 DataIQ Awards and Best Use of Data for Not-for-Profit or Non-Commercial Purposes in 2023.
Emma’s career at Boots spans over a decade, progressing from loyalty analyst and data science manager to senior leadership. Throughout, she has championed inclusive talent and demonstrated that impactful analytics is as much about empathy and creativity as it is about technical excellence. Her work stands as a clear example of data delivering tangible impact for customers and the wider health of the nation.