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Avis’ commercial boss Troy Warfield departs for British Airways to lead customer experience

Avis' chief commercial officer Troy Warfield has been snapped up by British Airways to head up its customer experience and brand strategies.

Warfield will join the airline next month as director of customer experience and become responsible for the airline’s brand, customer experience and service proposition as well as overseeing more than 14,000 cabin crew and all customer insight, customer relations, product development and partnership activity.

Warfield described British Airways as an iconic brand and said “pushing customer satisfaction to even high levels is a challenge "I look forward to undertaking with the talented and hard working employees across the business", he added.

He will also become an executive director on the main board of British Airways reporting to executive chairman Keith Williams. Williams said the appointment demonstrates the importance it places “on the experience of our customers being at the heart of everything we do."

It marks a return to marketing for Warfield. He began his career as group marketing manager for Unilever in Australasia before shifting to commercial roles at Kimblerly-Clarke where he was managing director for the UK and latterly senior vice president and chief commercial officer for the Avis group in Europe, Middle East and Africa.