Danny Gonzalez is a career marketer and Virgin stalwart. Having started 20 years’ ago at Virgin Atlantic he has worked with Virgin.com, thetrainline.com (formerly owned by Virgin Rail Group) and as marketing director at the West Coast business. Now on the East Coast side, he has been tasked with giving the ‘Virgin touch’ to the beleaguered line. Having launched a rebrand for the whole Virgin train network under the strapline ‘Arrive awesome’, Gonzalez will look after a portion of the projected £28m marketing spend over three years. His boss, Sir Richard Branson, has pledged to invest £50m in the passenger experience at the same time, which may make it easier for Gonzalez to deliver on his promises.