BA marketing director given wider remit

British Airways (BA) marketing and communications director Martin George has been given commercial development responsibilities as part of a restructure, with one of his first tasks being to cut his 700-strong staff by up to a quarter.

George is now director of marketing and commercial development and in addition to his original duties will be responsible for pricing and fleet strategy as the company develops low-cost flight offers.

Strategy director David Spurlock, who was responsible for the work, resigned suddenly at the end of October. His duties were undertaken by director of alliances Roger Maynard before being given to George as part of BA’s Future Shape and Size strategy review, unveiled last week.

George will have to reduce the headcount of his departments in line with BA’s announcement that it is to make 13,000 redundancies.

Senior positions being reviewed include those of head of advertising Jill Manton, head of brands Sue Moore, head of eBA Simon Parks-Smith, head of strategy Ava Eisenschimmel and UK and Ireland general marketing manager Jayne O’Brien.

George says the marketing budget has suffered a “very significant” cut but declines to give full details.

BA’s worldwide advertising budget this year is &£120m, says George. UK advertising spend in 2001 was &£11.3m (AC Nielsen/MEAL).

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here