The commercial engine of the business

John Pignone, Commercial Director - Downstream

John Pignone,
Commercial Director - Downstream

The Category Management team is focused on delivering category growth by developing best in market offerings.

Ensuring they are fit for purpose, Marketing and Communications help package and communicate offers in the most clear and compelling way so customers can realise the benefits.

A virtual chain that helps independent pharmacists grow and develop their business with through a leading pharmacy concept, the Alphega Pharmacy team of retail and pharmacy professionals put the customer at the centre of what they do, always.


The Category Management & Marketing department

Comprised of three areas working closely together, the department offers a wide spectrum of opportunities for both business and personal development:

Category Management

The H&B category team is responsible for after all products that are sold rather than dispensed in a Pharmacy, spanning Over the Counter (OTC) medicines, Vitamins & Supplements, Baby care, and Personal Care & Toiletry products. We manage the relationships with all the major brand-owning manufacturers, ensuring our range is kept up to date with all the latest new products to the market, and our pricing and promotions are market competitive. We provide great category advice and product knowledge support to our pharmacy customers to help them grow their business profitably.

Our team enjoys the buzz of a fast paced environment where change is a constant. They use their analytical skills to develop new category sales strategies; and they have the confidence to build strong relationships with our clients. Our Health & Beauty team is the place to be!


Working collaboratively with the category teams and departments across the business, marketing ensure all offerings are fit-for-purpose when bringing them to market to all our customers types. Starting at briefing and concept development, marketing work with design agencies and business stakeholders to final implementation. We are brand champions; upholding brand standards to present Alliance Healthcare consistently and effectively at all touch points.

Alphega Pharmacy

Alphega Pharmacy is the leading and preferred international pharmacy brand for independent pharmacists, with over 3,500 members across 6 countries.

We aim to support UK independent pharmacists in building an ever more successful business through showing them ways of reducing their purchasing costs, increasing their dispensary and retail revenue and reducing their operating costs. The support we provide enables them to compete more effectively, plan for the future and become more profitable.

Our people in the field enjoy the challenge of coaching and mentoring our pharmacist members to help them achieve their full potential, whilst our people in the central support team enjoy the cross-fertilisation of ideas from other Alphega countries and working closely with internal Alliance Healthcare and Boots colleagues to develop world class training and support materials.

Meet our people

Jenny, Category Development Controller

Jenny, Category Development Controller

"You never have the same day twice!"

I have been with Alliance Healthcare for nearly 10 years now. I joined in 2001 as an Assistant Buyer for Health & Beauty, and am now a Senior Category Sales Development Manager.

I enjoy developing my categories, as well as interacting with both customers and suppliers. The role is varied and you never have the same day twice!!

Amanda, Head of Generics

Amanda, Head of Generics

"Grasp the opportunity and run with it!"

I started my career with Alliance Healthcare over 20 years ago in Chessington Service Centre and am now the Head of Generics in Category Management.

I have held many positions within the group spanning across Marketing, Buying, Trading, Supply Chain and Category Management and have worked in all areas of Medical (Ethical, Parallel Imports, Surgical and Generics including the launch of Almus® in the UK).

I am proud of what I have achieved and my grass roots background has allowed me to develop and provided me with the insight to make good business decisions.

If I were asked for any advice regarding career progression, I would simply say that it is up to the individual to use their initiative, grasp the opportunity and run with it!

Ian, ECommerce Development Manager

Ian, ECommerce Development Manager

"I would definitely recommend Alliance Healthcare as a great place to work."

The reason I enjoy jumping out of bed in the morning to go to work is that not one day is the same working for Alphega Pharmacy (Alliance Healthcare).

It's a dynamic company where your ideas shape the future of the business and customer experience. It's also a privilege to manage a field team of Business Mentors who have vast commercial, industry & people experience. I would definitely recommend Alliance Healthcare as a great place to work.

I joined the Group in 2004, and have been fortunate to further my career in Alliance Pharmacy, Boots UK and Alliance Healthcare. It does demonstrate that colleagues have the ability to move around the Business Divisions developing new skills whilst contributing acquired skills which benefit the business and customers.