The airline is splitting its sales and marketing director position, recently held by Katherine Gershon, who joined healthcare partnership Circle as marketing director earlier this year.
Beamish, who has also worked for Virgin Holidays, reports to Joerg Hennemann, chief commercial officer and will lead bmi’s global marketing strategy.
His last position at BA was global head of loyalty.
Hennemann says: “With Stuart’s depth of knowledge and experience gained over many years in the industry, he will be a valuable asset to the team as we drive forward the airline’s global marketing and product strategy.”
Lufthansa, already a stakeholder, bought out the airline completely last year and launched a strategic review of the brand.
Bmi unveiled its new visual identity earlier this month, returning the full name British Midland International to use.