Former British Airways marketer Abigail Comber is joining Oyster Yachts as its first CMO as the luxury yachts company looks to build its brand.
In her new role she will oversee Oyster’s brand and marketing strategy, including its participation at the world’s biggest yacht shows and the Oyster World Rally. The appointment aims to strengthen Oyster’s management after it came under new ownership, with British entrepreneur and founder of Evolution Gaming Group Richard Hadida rescuing the company from administration earlier this year.
Hadida has ambitious plans for the growth of Oyster, with marketing playing a key role in that strategy.
Hadida says: “We are thrilled to have recruited someone of Abigail’s calibre. This is a major coup for Oyster and is indicative of the huge potential of the Oyster brand. Abigail brings with her a phenomenal track record, vast experience of building truly leading global brands and above all, she shares our vision for the future of Oyster. We have ambitious plans for Oyster and Abigail is set to play a significant part in our future growth.”
Comber spent 26 years at British Airways, holding senior roles in its marketing department since 2002, most recently as global head of brands and marketing. In this position, she was responsible for BA’s overall marketing strategy at a global level including brand strategy, marketing, customer experience design, partnerships, sponsorship and community relations.
Highlights of her time at BA including the ‘Don’t Fly, Support Team GB’ TV ad that promoted its sponsorship of the London 2012 Olympic and Paralympic Games. She was also behind customer programmes including ‘Buy on Board’ and ‘New Club World’, as well as improvements to the BA app. She left BA earlier this year.
Comber adds: “I am really looking forward to this new challenge. Oyster is already a leading British brand and it is clear the affection the sailing community has for Oyster. The true potential of Oyster is still to be fulfilled. I firmly believe there is further scope for growth and innovation for the Oyster brand worldwide, and I cannot wait to get started.”
Comber starts at Oyster at the beginning of November.