British Airways has restructured its marketing team with previous head of marketing, Abigail Comber, taking on the newly-created role of head of customer.
All marketing communications activity will now fall under the remit of chief commercial officer Andrew Crawley.
Crawley joined the airline in 1992 in a marketing and sales role, having previously worked in advertising.
Sara Dunham, currently head of retail and direct, will also take on additional responsibilities as head of marketing, retail and direct.
She will devise the global marketing strategy for the brand as well as the Executive Club loyalty scheme.
Dunham replaces Comber who has been promoted to handle the airline’s customer service transformation, innovation, brand proposition and research and insight.
Comber will report to the director of customer experience, a role yet to be filled.
Crawley said the consolidation of its marketing team aims to drive better coordination and effectiveness.
“This joined up approach to how we communicate with and sell to our customers will deliver real benefits in both revenue and loyalty terms,” he added.
Last week, The Drum revealed that BA was hunting a global digital agency. The account is currently held by OgilvyOne.