The newly created role replaces the position of product and service director and the airline has appointed Reuben Arnold.
He will be responsible for design, customer experience management, inflight services, on board media and the Clubhouse lounges worldwide.
He will report to chief operating officer Steve Griffiths alongside marketing director Simon Lloyd.
The airline has overhauled its management structure and recently split the role of sales and marketing director. It is still to appoint a chief executive to replace departing Steve Ridgeway and a director of corporate communications, to replace Greg Dawson.
The appointment comes as Delta Airlines continues negotiations to buy the 49 per cent stake in Virgin Atlantic held by Singapore Airlines.
Griffiths says: “The airline has always been at the forefront of product and service. As one of the biggest brands and leaders of innovation in the world, customer experience is key to our business.”
Arnold starts in January and joins from Eurostar, where he is currently head of commercial development and responsible for all aspects of end to end customer experience. In the last few years, he has worked on projects including the introduction of a new range of travel classes and heading up the design process for Eurostar’s new fleet.
He also led the design and build project for Eurostar’s flagship terminal at St Pancras International. Prior to this he held a number of senior operational management roles including head of customer service and head of on board services at the train operator.