EasyJet marketing shakeup continues with reinstatement of CMO

In splitting its marketing function out from sales once again, Blair will lead EasyJet’s brand, marketing and digital strategy as well as the airline’s customer experience strategy together with its customer research, loyalty and CRM activities.

“I'm looking forward to leading a talented team of marketers as we build upon the powerful brand and marketing activity from recent years,” she said of her appointment.

It comes amid several other changes to the airline’s management board.

In addition to Blair’s appointment, Garry Wilson has also been poached from rival Tui, where he was managing director for group product and publishing, to lead its Holidays business.

Wilson has been charged with running the dedicated unit within the EasyJet group and accelerating the development of EasyJet Holidays.

Meanwhile, Luca Zuccoli – currently head of analytics at Experian – has been named chief data officer, taking on responsibility for the whole group’s data strategy.

Former comms director at M&S, Flic Howard-Allen, has also been appointed to the position of group communications officer and will now handle all of the airline’s media communications and public affairs.

The final, newly created role in the structure is that of group markets director which aims to “provide a clear voice for Europe” at board level. Thomas Haagensen, currently EasyJet’s country director for Germany, Austria and Switzerland, has been promoted to the role and will work with each market on delivery of product, proposition, channel, brand, communications and operations.

EasyJet chief executive Johan Lundgren said the shake-up would “give the airline the right balance of skills, experience and diversity to deliver our strategy and take EasyJet from strength to strength."

It comes as it today (15 May) reported revenues topping £2bn for the first time in its first-half results and cut losses from £236m for the six months ended 31 March 2017 to £68m for the same time this year.