BA appoints below-the-line chief

British Airways has appointed a new head of below-the-line marketing in the UK following the departure last month of Chris Pilling.

The airline has handed the role to the senior manager of long-haul brands Jayne O’Brien, who becomes general manager UK & Ireland (marketing), with special responsibility for direct marketing and relationship marketing.

O’Brien, who was senior manager of long-haul brands, takes up her new role immediately. She will report to Martin George, BA’s marketing director.

Pilling left BA to become director of customer marketing at cable television company Telewest.

O’Brien will be responsible for all of BA’s below-the-line activity in the UK, including tactical promotions, corporate and travel trade marketing and Executive Club communication. As a long-haul brand manager, she helped launch the Oneworld brand, the new Club World flat beds and BA’s new fourth class, World Traveller Plus.

A BA spokeswoman says: “This is an important role within the marketing department and Jayne’s experience and knowledge will be a valuable asset.”

O’Brien joined BA in 1989 in cabin crew scheduling. She is a former brand manager of Club Europe and Euro Traveller.

BA’s marketing department is in turmoil following the departure of chief executive Bob Ayling, who has been replaced by Rod Eddington.

It is unclear if Eddington will cut back on the marketing department.

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