Elizabeth Johnston

With over 24 years in retail and 13 years in the gift card industry, Elizabeth brings deep expertise as a results-driven commercial leader.

Currently leading the gift card strategy at Primark, she has scaled a multi-million-pound program across retail, online, B2B, and third-party channels—driving both revenue growth and customer engagement.

Her experience spans business development, strategic partnerships, and B2B sales, with a proven track record of identifying market opportunities, negotiating high-value contracts, and building commercial models that deliver both customer value and profitability.