Ryanair to hire first marketing director to help improve customer image

Ryanair is looking to hire its first marketing director as it seeks to improve perceptions of the brand amid growing criticism from both customers and shareholders over its poor customers service.


Reporting to CEO Micheal O’Leary, the successful candidate will be responsible for sales and marketing activity, including communications and be the main spokesperson for the airline in all markets. The role includes devising and implementing sales, promotions, advertising, brand development and communication strategy with the aim of promoting Ryanair’s “safety, customer service and low fare messages”, according to an ad for the job on the company’s website.

However, Ryanair’s fortunes have slid of late, with the firm issuing its first profit warning in nearly 10 years at the start of September as the number of people booking flights for the autumn fell. It also came bottom in Which?’s customer service survey, performing the worst out of the UK’s 100 biggest brand.

The decision to hire a marketing director is just the latest attempt by Ryanair to improve brand perception. It is also planning a digital strategy overhaul, as well as new measures such as setting up a team to respond to emails and creating a Twitter account to keep customers up to date with news on price promotions, routes and fares.

Ryanair is also recruiting for a commercial director who be responsible for new route development, airport negotiations, scheduling, load factor, traffic growth and yield management.

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