EasyJet brings back the CMO role in management shake-up

The move also includes the appointment of its first chief data officer as the airline looks to tighten its positioning, accelerate its use of data and boost loyalty among passengers.

EasyJet

EasyJet has shaken up its management board, adding the new roles of CMO and chief data officer as it looks to accelerate its use of data, boost loyalty and expand the type of services it offers customers.

Lis Blair, currently easyJet’s CRM and insight director, has been promoted to the CMO role and will now be the airline’s most senior marketer following the departure of chief commercial officer Peter Duffy in January. EasyJet had initially said its plans were to scrap the CCO role and introduce a chief data officer role, with marketing reporting into Lundgren while it decided on the right structure for the business. In February it clarified that this would include a board-level marketing chief.

Blair has been at easyJet for six years and previously worked in marketing at brands including Audi, Barclaycard and Barclays. She will now lead easyJet’s brand, marketing, customer and digital strategy, as well as its loyalty and CRM activities. She will be responsible for its strategic positioning in the leisure and business markets, and for driving the strength of the brand and the loyalty of its passengers.

“After six years at easyJet I am hugely excited to have to the opportunity to join [CEO] Johan [Lundgren] and his team as we embark on the next chapter of our growth,” says Blair. “I’m looking forward to leading a talented team of marketers as we build upon the powerful brand and marketing activity from recent years.”

The second new management role is chief data officer, which will be held by Luca Zuccoli who is joining from Experian where he is head of analytics and data. Zuccoli will be responsible for the airline’s data strategy, with the aim of giving more focus and weight to its use of data to create insights that will drive the customer proposition, boost revenues and reduce cost.

READ MORE: Why the rise of the chief data officer will be short-lived

“I have always seen easyJet as the customer oriented airline, a great brand with an even greater promise,” says Zuccoli. “After meeting Johan and the team, I was struck by their passion, their vision for the future and I knew that this is the group I had to be part of.  I can’t wait to contribute to a great company, a great customer experience and a great team.”

As part of the shake-up, easyJet’s director of marketing, digital and brand James Millett has decided to leave and will take up a new role at Royal Brunei Airlines in the summer. Ian Cairns will continue as customer director, leading on customer service and customer experience.

EasyJet is also bringing Garry Wilson on board as head of easyJet Holidays, Flic Howard-Allen becomes group communications officer and Thomas Haagensen has been appointed to the newly-created role of group markets director with the aim of giving the airline a “clear voice for Europe within the business”.

Do you want to celebrate the impact of your data-driven marketing? Marketing Week’s Masters of Marketing Awards are open for entries until this Friday (18 May) and contain a new data-driven marketing category, as well as awards in insight and market research, and travel and leisure. For more information and to enter go to www.festivalofmarketing.com/masters 

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