Peter Vicary-Smith to stand down as CEO of Which? after 13 years

Which? has announced today that its CEO Peter Vicary-Smith will stand down in September 2018 to pursue a portfolio career.


Over the past 13 years Peter has led the transformation of the organisation, securing its commercial future through growth and diversification, and pioneering major change campaigns such as the creation of the Future of Banking Commission. He has championed the rights of consumers and developed new services including Which? Mortgage Advisers, Which? Legal Services and Which? Trusted Traders.


Judy Gibbons, Chair of Which? Ltd, said: “Peter has reshaped Which?’s business strategy to ensure its sustainability for years to come, doubling turnover and quadrupling spend on consumer campaigns during his leadership. He has built on the organisation’s heritage to test and deliver products and services relevant for today’s consumers, attracting new audiences and building a brand for the future.”


Peter said: “It has been a privilege to lead Which? over the past 13 years and to empower our members, customers and UK consumers to make choices that are right for them throughout their lives. With the organisation on a strong commercial footing, it is now the right time for me to hand over the leadership of this remarkable organisation.”


Tim Gardam, Chair of the Consumers’ Association said: “I would like to thank Peter for his immense contribution to Which?’s growth and success over many years. He has provided an authoritative voice on behalf of UK consumers, dealing with government, regulators and business leaders and has built an organisation capable of taking Which?’s mission into the digital future. He has been, without doubt, one of the most influential figures in the organisation’s 60-year history.”


The search for Peter’s successor will commence in the coming weeks with the aim that the new CEO will be appointed later in 2018.


Notes to Editors:


  • Peter Vicary-Smith joined Which? as chief executive in September 2004, after eight years working as director of fundraising and communications at Cancer Research UK. Before that Peter was head of appeals at Oxfam, which had been his first job in the charity sector after a commercial start to his career. Straight from university, Peter worked in marketing for Procter & Gamble and Mars before moving to the management consultancy, McKinsey.

  • Which? has been championing the cause of consumers since 1957 and today has more than a million members and supporters, making it the largest consumer body in the UK.


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