Ryanair hired Kenny Jacobs as its first CMO in February. At the same time, it overhauled its website and made overtures to customers, including offering allocated seating and free second cabin baggage, wooing those willing to pay more to fly on flag carriers. Jacobs is tasked with helping Ryanair increase passenger numbers from 80 million to over 110 million a year over five years. He has previously worked for Tesco and Moneysupermarket.