British Airways brings in new director of customer experience

Carolina Martinoli has been named British Airways’ director of brand and customer experience, replacing Troy Warfield who left earlier this month.

Carolina Martinoli is set to take over as director of brand and customer experience at British Airways in mid-August. She is tasked with strengthening the brand and its relationship with customers.

She joins from her position as chief customer officer at BA’s sister airline Iberia where she was responsible for marketing. Martinoli took over the role following a management reshuffle which saw the introduction of a customer experience department and she was also part of the management committee.

She was responsible for redesigning the airline’s customer experience, which led to a 27 percentage point rise in customer satisfaction scores. The move also helped Iberia upgrade to four stars in the industry’s Skytrax survey.

Alex Cruz, British Airways’ chairman and chief executive, said: “Carolina has an excellent track record at Iberia and before. I’m delighted she is joining us to drive forward our plans for strengthening our great brand and investing for customers.”

Martinoli replaces former director of customer experience Troy Warfield who left earlier this month following 18 months with the organisation.

She joins following a turbulent few months at British Airways, which saw an IT meltdown leave thousands of customers stranded.

In the week following the incident data from YouGov’s BrandIndex showed BA’s ‘Index’ score – a combination of metrics including quality, value and reputation – was down a statistically significant 9.5 points. Buzz, impression and reputation also fell by statistically significant numbers.

Both consideration and purchase intent also took a hefty knock following the IT outage, with YouGov showing consideration for the brand had dropped by a statistically significant 8.5 points to 33.4.

READ MORE: British Airways brand reputation nosedives in wake of IT meltdown

British Airways can expect disruption as cabin crew begin a two-week strike tomorrow (1 July). The airline is looking to minimise disruption by using Qatar Airways planes and crew to fly all affected passengers but it has again been criticised for taking too long to make any public announcement about a contingency plan.

Hide Comments1 Show Comment
  • David Mallinson 2 Jul 2017 at 1:46 pm

    Lets hope they don’t rely too much on ‘satisfaction’ scores. Satisfied customers still defect! Better to track NPS. I speak with experience as an experienced marketer – and a very frequent flyer.

  • Post a comment

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here