Asif Aziz OBE, Retail Director at EE, has over a decade of experience in growing and developing business strategies. Since joining EE 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 rollout of regional EE Experience stores across the UK. Previously, Asif spent 16 years at Boots where he began his career as a Pharmacy Manager and worked his way up to become the 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 the roll-out of the COVID-19 testing programme at Boots stores during the pandemic, receiving an OBE in the 2022 New Years Honours.