Thomas Cook restructures to bolster customer experience

Thomas Cook has shaken up its UK senior management team with new appointments including a marketing and ecommerce director.

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The tour operator has promoted ecommerce director Jamie Queen to the senior marketing position as marketing and ecommerce director. He was previously head of ecommerce and has worked at the AA and BGL Group with experience in both online and offline marketing.

He will take over many of the responsibilities handled by sales, marketing and ecommerce director Mike Hoban who left the company in May and is now at Morrisons.

Other promotions include the creation of a product and yield director position, to be taken up by head of business development Stefanie Berk. The company has also recruited Milan Wadher as UK director of transformation to lead project management.

The changes follow the appointment of Salman Syed as UK managing director earlier this month.

Thomas Cook has been in turnaround since the arrival of CEO Harriet Green in 2012 and has focused on digital transformation of its distribution and customer experience. It lifted the Best Customer Experience trophy, sponsored by Quadrangle, at the Marketing Week Engage Awards in May.

The company changed its visual identity and introduced the new strapline “Let’s Go” last October.

Thomas Cook issued a statement this week saying it has experienced a slowdown in late summer bookings due to a weakness in the German market. UK bookings are at the same level as 2013 but average selling prices have dropped. However, CEO Harriet Green says full year earnings are set to meet analysts’ predictions.

Rival tour operator Thomson, owned by TUI Travel, has just unveiled its autumn campaign under the banner “Discover Your Smile”.

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