Thomas Cook adds more marketing firepower to top team

Thomas Cook has recruited an “omnichannel digital marketer” as its first group head of marketing to help lead its online and offline activity, as the holiday company pursues its global transformation strategy.

Thomas Cook creates group head of marketing role to help drive global business.

Remo Masala joins from rival Kuoni Travel where he was chief marketing officer. He will lead the development of all marketing channels to inform potential Thomas Cook customers of its products and services and oversee brand activity and is tasked with delivering “tangible results” across Group-wide marketing activities.

He will report to chief operating officer Peter Fankhauser but will have a direct responsibility to CEO Harriet Green for brand. He will also become a member of both Thomas Cook’s Brand Council and Digital Advisory Board.

The existing regional marketing directors, which include UK sales, marketing and ecommerce director Mike Hoban, will continue to report to their respective managing directors.

Green says: “ I am delighted to welcome Remo to Thomas Cook, as he has a wealth of previous marketing and CRM experience from within the leisure travel and tourism sector, which will greatly benefit the Thomas Cook brand in both the online and offline markets”.
Thomas Cook is forging ahead with a turnaround strategy that has seen non-core brands, such as Neilson Active Holidays, sold off and a number of redundancies. Its last full year results showed a 1.3 per cent increase in revenue and pre-tax profit, excluding exceptional items, of £263m.

It recently introduced a new visual identity and the strapline “Let’s Go” across all markets.

Hoban developed the latest UK activity led by a television campaign featuring actor James Nesbitt.

If you have a great Travel & Leisure marketing case study from 2013 why not enter the Marketing Week Engage Awards 2014? Find out more at

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