BA promotes Abigail Comber to lead marketer

British Airways has promoted head of brand engagement Abigail Comber to lead its global marketing strategy.

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Comber, who has held several senior marketing roles in her twenty year career at the carrier, will oversee all brand communications, relationship marketing and service innovation as well as the airline’s Olympic sponsorship activity through to the London Games in the summer.

She assumes the duties previously handled by head of global marketing Kerris Bright, who left in March 2011 to join bedroom designers Ideal Standard International and reports directly to managing director for brand and customer experience Frank van der Post.

Comber will “review her team”, according to a spokesman, before deciding to recruit to fill her current role.

Comber is credited with delivery of the “To Fly. To Serve” brand campaign last year that was said to be the carrier’s largest in ten years.

Van der Post says her work on the campaign “is testament to her ability to translate what the British Airways brand stands for into relevant and engaging brand and marketing, internal and external, messages.”

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