McVey takes over the role previously handled by Abigail Comber, who is now head of brands and marketing at the airline.
He was previously head of customer innovation at BA and “will be responsible for defining the brand and communicating it consistently around the world.”
British Airways, which is nominated for Brand of the Year at the Marketing Week Engage Awards, launched its To Fly. To Serve. marketing strategy last year.
McVey joined British Airways in June 2008 as Club World brand manager, responsible for developing the airline’s long haul business class cabin and experience.
Prior to joining BA, he worked at T-Mobile with roles in customer insight and consumer marketing and at RS Consulting in new product development.
Comber, who was promoted in January, says: “This is a critical role in ensuring that we keep up the momentum and communicate our story with customers, giving them a consistent brand experience wherever they may be travelling to or from with British Airways.”
The airline is currently trialling a staff recognition initiative that allows frequent travellers to personally commend individual crew members with golden tickets that can be handed over in-flight.