September 08, 2025

CPO Stories: Katya Denike - Holland & Barrett

48 minutes

In this episode, I speak with Katya Denike, Chief Product Officer at Holland & Barrett, the 150-year-old health and wellness retailer that has become a household name on the UK high street. Having previously worked at McKinsey, Yandex, Ozon, and Beyond 100, she now leads Holland & Barrett's ambitious digital transformation - helping the company evolve from a traditional retailer into a global wellness ecosystem.

We cover a lot, including:

Transforming a heritage retailer: Holland & Barrett is delivering double-digit growth through a sweeping digital and cultural transformation, investing in everything from supply chain systems to customer-facing apps.

Global vs local: The company builds strong global digital capabilities (like search and e-commerce infrastructure) while tailoring ~20% of the experience for each market to meet regulatory and customer needs.

High street resilience: Despite doom-and-gloom headlines, Holland & Barrett is thriving by focusing on product-market fit, preventative healthcare, and efficient tech-enabled operations.

The app transformation: Taking the mobile app in-house turned it from a struggling third-party product (<5% of digital revenue, 3-star rating) into a core strategic channel (>30% revenue share, 4.5+ rating).

Internal product management is sexy too: Katya insists that logistics, pricing systems, and data management are some of the most rewarding areas for product managers, enabling everything else to work.

Team structure: Around 100 people in product, design, and research, split between "firm foundations" (core systems) and "omnichannel customer experience", plus a small but mighty product ops team.

Leadership leap: Moving into her first CPO role was daunting, but support from her manager pushed her to take the leap and build a truly independent product function inside the company.

Skills for success: Katya highlights high agency, emotional intelligence, and the ability to navigate crucial conversations as must-haves for product leaders.

Check out Holland & Barrett

Check out Holland & Barrett's website: https://www.hollandandbarrett.com/, or their careers page: https://apply.hollandandbarrettjobs.com/jobs/vacancy/find/results/.

Connect with Katya

You can connect with Katya on LinkedIn: https://www.linkedin.com/in/denikekatya/.

You can also check out Katya's podcast, Rocking Cribs & Careers. here! https://open.spotify.com/show/3rheb2Q1YuUvdmeYS8ngqA.

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By One Knight in Product

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