EasyJet gives key marketing role to Peter Duffy

EasyJet, has recruited Audi UK marketing director Peter Duffy as its first marketing director as the low cost airline prepares to exploit the revenue earning opportunities presented by its recent settlement with founder Stelios Haji-Ioannou.

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Duffy, also a former Barclays marketer, will sit on the airline’s management board and lead all aspects of easyJet’s marketing activity across Europe.

The airline recently appointed Virgin Atlantic corporate affairs chief Paul Moore to the management board in the position of communications director.

Carolyn McCall, easyJet’s chief executive, says: “Peter’s depth and breadth will be invaluable and he has particular expertise in customer insight and the use of CRM which will add real value to our business. EasyJet is a great brand and there is significant opportunity to build the brand in our core European markets, making easyJet Europe’s leading short haul carrier. “

McCall, former CEO of Guardian Media Group, unveiled easyJet’s business strategy last month when reporting pre-tax profit for the year up 181% to £154m.

The airline will target business travellers in Europe with a more flexible fare and look to take market share in territories underserved by competitive short haul carriers.

The airline expects low cost carrier penetration across Europe to increase as there is room for growth in several major markets, including France, Switzerland, Italy, Netherlands and Portugal.

EasyJet recently settled a legal battle with Sir Stelios that allows the airline to retain the brand and have “greater commercial flexibility” but which gives Haji-Ioannou a royalty of 0.25% of annual total revenues.

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