British Airways taps up Avis’ Troy Warfield for director of customer experience role

BA has appointed Avis marketer Troy Warfield as its new director of customer experience as it continues to reshape its marketing team.

Warfield’s responsibilities include the British Airways brand, customer experience and service proposition. He will also oversee more than 14,000 cabin crew and all customer insight, customer relations, product development and partnership activity.

He will report into executive chairman Keith Williams and become an executive director of the main board of BA.

Williams says the appointment shows the airline is not getting complacent despite high consumer perceptions of the brand. It topped both the business and consumer Superbrands survey this year, which is compiled by The Centre for Brands Analysis.

“We are delighted Troy will be joining us to take responsibility for our customer directorate. We are proud of having been voted the number one consumer Superbrand for the last two years. But we are not complacent and this senior appointment demonstrates the importance we place on the experience of our customers being at the heart of everything we do.”

Warfield, meanwhile, says he is committed to pushing customer satisfaction to “even higher levels.”

“I have been a customer of British Airways for many years and I’m thrilled to be taking on the role of managing customer experience. British Airways is an iconic brand and pushing customer satisfaction to even high levels is a challenge I look forward to undertaking with the talented and hard working employees across the business,” he adds.

Warfield joins BA from Avis Budget Group, where he was most recently senior vice president and chief commercial officer for the EMEA region. He has also held senior positions at the likes of Unilever and Kimberly Clark.

The appointment follows a marketing restructure at BA earlier this year prompted by the departure of its managing director for brand and customer experience Frank van der Post.

Warfield will work alongside chief commercial officer Andrew Crawley, who retains responsibility for marketing.

  • Using customer experience as a differentiator will be among the topics discussed by some of the world’s biggest brands on the customer experience stage at the Festival of Marketing in November. For more information go to

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