Budget airline EasyJet has promoted its top marketer Peter Duffy to the role of chief commercial officer as it looks to bring all of its revenue generation under one person.
Duffy previously served as head of marketing and most recently as group commercial director where he was responsible for marketing, customer strategy and digital activity.
It marks the latest brand to restructure in such way as to place emphasis on marketing’s role in generating revenue. The likes of Mondelez and Pepsico have spoken vehemently on the fact that in today’s landscape they see the future of marketing as being a division which is creating content so good it can be sold to consumers.
Meanwhile, rival airline Lufthansa has said its marketing team is now in the business of creating services, not ads.
“The chief commercial officer role that Peter is taking on will mean that all revenue, wherever it comes from, is overseen and driven in one place,” explained Carolyn McCall, chief executive of EasyJet.
“A key focus for Peter will be on developing our industry-leading revenue management system and new revenue generation.”
It comes as a particularly tumultuous time at EasyJet, which has been vocal on the impact the UK’s decision to leave Europe has had on the business as well as wider issues such as the terror attacks in some of its key destinations.
Profits will be hit by as much as 29% this year, it warned earlier this month.
McCall said at the time that establishing new revenue opportunities for the future are one of its top priorities to getting the airline back on track.
In addition to the promotion of Duffy, Chris Browne joined EasyJet on 1 October as chief operating officer responsible for all of the airline’s operations.