STA Travel is headquartered in London and owned by Diethelm Keller Group. It operates in markets such as Australia, America, Germany, Switzerland and Zurich.
Baker will also work on integrating online and offline branding and communications and on digital innovation.
He is joining from his interim role at The Co-operative Group as group multichannel director and is also a former European ecommerce director at TJX Europe, owner of TK Maxx.
STA Travel sells via its network of outlets and direct from the website. It has 46 stores in the UK and 450 worldwide.
Customers can sign up for regular email newsletters and it has introduced customer travel reviews and a blog to its website in recent years.
Baker says: “Travel is a vibrant industry and youth marketing is an incredibly interesting area to get into. It’s a job with great potential.”
STA Travel recently signed up for a four year marketing partnership with VisitBritain as the specialist to position Britain as a youth destination.
Marketing director for the UK is Natalie Placko-Thornton, who replaced Celia Pronto, now marketing and ecommerce director at Ford Retail Group.