EasyJet creates new roles to focus on customer experience and digital

EasyJet has created a new director of customer role and will merge digital and marketing as part of a team restructure that will allow the low cost airline to focus on customer experience, business travellers and digital innovation.

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EasyJet is restructuring its team to promote head of marketing communications and brand Ian Cairns to the new role of director of customer. Meanwhile, head of digital James Millett will take on the newly combined role of director of digital and marketing.

Cairns will be responsible for driving the brand’s business strategy. This is in addition to taking responsibility for all customer contact at the airline, including its contact centres.

The brands head of business, Anthony Drury, has decided to leave the airline to move back to the Far East after spending the last three years growing the number of business passengers choosing to fly with easyJet. Currently around 20% of easyJet’s passengers travel for business.

All digital and marketing activities will be brought together under Millett. The brand recognises the need for digital leadership as the site has achieved 350 million visits in the past 12 months and the app 17 million downloads. Bookings made through mobile devices are also on the rise, according to the airline, and currently account for 20% of bookings.

Chief commercial officer Peter Duffy says driving progress on business, customer service and digital is “crucial to easyJet’s success going forward”.

He also describes Cairns and Millett as two of its “most talented young executives” who have “proved highly effective over the last few years” and says it is “great” to be able to recognise this with “such significant promotions”.

Duffy has previously championed the need for marketing, particularly post-Brexit, stating that marketing is “more important than ever to convince audiences to keep travelling”.

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