Peter Vicary-Smith has been Chief Executive of Which? since May 2004.

Before joining Which?, he worked in both the commercial and charitable sectors. He has worked at Procter and Gamble and Mars and was a management consultant at McKinsey for three years.

In 1991 Peter became Head of Appeals at Oxfam, where he was responsible for all of the central fundraising. Five years later he joined the Imperial Cancer Research Fund (ICRF) as the Director of Fundraising and Communications. Peter also played a major role in ICRF’s merger with the Cancer Research Campaign – the largest ever merger in the voluntary sector in the UK.

In 2002, Peter became the Commercial Director at Cancer Research UK.

Which? is an independent, not-for-profit consumer organisation with more than a million supporters and is the largest consumer organisation in Europe. Which? is entirely independent of government and industry, and is funded through the sale of Which? consumer magazines, books and online subscriptions.