Virgin won't replace chief brand officer role following leadership and loyalty revamp

What’s happening over at Virgin?

• Virgin is hugging its Virgin Rewards programme closer to its master brand by tasking Andrew Swaffield as group chief commercial officer in addition to his Virgin Red role.

• A wider restructuring has already seen Virgin Atlantic’s Flying Club rebranded as Virgin Points, ensuring cross-compatibility of rewards across all Virgin companies.

• The integration will create a single reward currency to connect Virgin’s companies – which include Virgin Atlantic, Virgin Galactic and Virgin Balloon Flights – ensuring consumers have greater choice in accessing experiences.

• Thomas has been involved in developing Virgin’s brand strategy since 2016 and is credited with pushing gender diversity within the organisation.

Anything else?

• Virgin’s chief communications officer Nick Fox is also heading for the exit after a long tenure with the business, Communications director Tamara Bennett is set to serve in an interim capacity following a short transition period.

• Other changes include the arrival of Holly Branson, the daughter of founder Richard Branson, as chief purpose and vision officer.

• The personnel and organisational changes come amid a turbulent period for some Virgin travel brands, such as Virgin Atlantic and Virgin Holidays which have struggled to adapt to the ongoing fallout from the pandemic.

• Among the hardest hit is Virgin Atlantic, which recently finalised a rescue deal with creditors to the tune of £1.2bn.