Eurostar appoints Guillemette Jacob to head of marketing ahead of its expansion push

Eurostar has appointed Guillemette Jacob as its new head of marketing and brand.

Guillemette Jacob

The high-speed train company, responsible for connecting the UK with mainland Europe, has assigned Jacob to the new position ahead of its expansion plans to further expand the service throughout Europe.

As well as strengthen the Eurostar brand position across its core markets Jacob will also help introduce it in the Netherlands as the new route to Amsterdam launches at the end of 2017.

She will be based in Paris and will be responsible for marketing, CRM, brand and social media departments as well as the design studio.

Guillemette has over 17 years’ experience in marketing having started her career at Danone where she was product marketing manager before moving to Marie-St Hubert where she worked as brand marketing manager for six years. She joined Eurostar in 2009, and has been general manager of marketing in France for the past seven years.

Guillemette replaces Lionel Benbassat who left earlier this month to join Paris-based agency Fred & Farid.

No details of the marketing strategy for the new Amsterdam route have been revealed yet, however the company could look to Instagram again following the success of its campaign promoting a new fleet of trains running on the London to Paris route.

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