BA’s Davies joins as first commercial director

British Airways’ head of global digital marketing Chris Davies is to join as commercial director, a newly created role.

Davies, who is behind BA’s forthcoming push into m-commerce, will lead development of the international edition of the BBC website, run by BBC Worldwide, overseeing consumer and commercial proposition.

BA is currently “reviewing its options” for replacing him and is considering a restructuring of the marketing team, a BA spokesman said.

Davies was at BA for more than ten years, managing all digital marketing activity across acquisition, conversion and retention. He managed the front end of, including managing content, usability and a redesign of the site in 2006.

He will join executive VP MD Luke Bradley-Jones’s team, which runs one of the world’s largest news websites, reaching 50m visitors outside the UK with news, sport, business, weather and entertainment content. is run by BBC Worldwide, the commercial arm of the BBC. In November 2007 it introduced advertising outside the UK to generate revenues to reinvest in BBC content and services.

Davies will take up his role in November.

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Loyalty is in our data hands

Marketing Week

Defining and measuring loyalty (“How to retain customers and build brand loyalty”, MW 9 September), and understanding its impact on customer revenues has been a constant area of frustration for database marketers over the years. It is complex because customers can be perfectly satisfied with a service but regularly switch suppliers; while others may have a neutral attitude to their supplier but remain a customer over a long period of time.


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