Asif Aziz OBE has over a decade of experience in developing and implementing business and retail strategies.

Since joining EE as Retail Director at the beginning of 2023, he has been a key figurehead in establishing the brand’s new retail strategy, including the opening of the flagship EE Studio in Westfield London, White City, along with the roll out of regional EE Experience stores across the UK.

Previously, Asif spent 27 years at Boots where he began his career as a pharmacy manager, later becoming Director of Stores, Managing Director Boots Travel and Director of Healthcare. During his time at Boots, he played a key role in the development of the company’s omnichannel strategy to transform and grow the healthcare business.

He also led in the roll-out of the COVID-19 testing and vaccinations programmes on behalf of the government and NHS during the pandemic, receiving an OBE in the 2022 New Years Honours.