STA creates group marketing director role

Travel Company STA Travel has named Co-op marketer Julian Baker as its first group marketing director with a remit to develop the brand globally across all its territories.

STA Travel

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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 will be your guide.


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

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

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