Peter Vicary-Smith

Peter Vicary-Smith has been chief executive of Which? since September 2004. He led the company through an organisational restructure, unifying the company’s two businesses. consumer publishing organisation Which? and the Consumer’s Association under Which? as an single brand name.

Vicary-Smith worked as a consultant at McKinsey & Company from 1988 to 1991 before moving into the charity sector in 1991 where he spent four years in fundraising and marketing roles for Oxfam. In 1996 he took on the role of director of fundraising and communications at Imperial Cancer, staying with the charity until 2002 when he took up the position of commercial director at Cancer Research which he held for two years until being appointed to his current post.

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