Abigail Comber

DebenhamsChief Marketing Officer

Abigail is the CMO of Debenhams, the much loved British Department store established in 1778. Joining the Executive team in January 2020 she forms part of a crucial turnaround programme at a critical time for retailers and the British high street.

Prior to this Abigail enjoyed a 24-year career at British Airways (BA) where she has held senior marketing roles since 2002, notably excelling as Global Head of Brands and Marketing. In this role, Abigail was responsible for BA’s overall marketing strategy at a global level with a portfolio including Brand Strategy, Marketing, Customer Experience Design, Partnerships, Sponsorship, and Community Relations. She built BA’s brand strength to a 17-year high, with four consecutive years as a UK Consumer ‘Superbrand’.

Abigail Comber was the driving force behind the ‘Don’t Fly, Support Team GB’ campaign, commissioned by BA for their sponsorship of the London 2012 Olympic and Paralympic games. This campaign was critically acclaimed and awarded ‘Best Engagement Strategy’ at the 2013 Festival of Media Awards and has since been nominated as one of the best sponsorships of the last 25 years. She also pioneered customer programmes including ‘Marks and Spencer Buy on Board’ and ‘New Club World’, as well as delivering dynamic new digital service initiatives for the BA app.

After leaving British Airways she has used her breadth of expertise in Marketing and Customer Experience to help business develop turnaround plans, Customer Experience excellence and Commercial awareness to drive growth.

She lives in Surrey with her husband and is both a Fellow of the Marketing Society and Alumni of the Marketing Academy Fellowship.