SAN FRANCISCO: Virgin America has named Luanne Calvert VP of marketing.
Calvert will oversee the airline's brand and online marketing, in-flight content, and loyalty teams. She will also help to develop the Virgin America brand as it expands into new North American markets.
She will replace Porter Gale, who left the company earlier this year. Calvert will report to David Cush, president and CEO of Virgin America.
PR is managed by Abby Lunardini, VP of corporate communications at the company. However, the PR and marketing departments jointly manage social media for the brand.
Calvert most recently served as a digital marketing strategy consultant for Louis Vuitton Moet Hennessy. She has also worked as a creative director at Google, director of marketing at Yahoo, and VP of marketing at Joe Boxer Apparel.
Earlier in her career, Calvert also worked at ad agencies Goodby, Silverstein & Partners and Citron, Haligman Bedecarre, the predecessor to AKQA.
“A watershed moment for me was working with the Joe Boxer brand, which was at the time using the Virgin and Richard Branson style of marketing to get the word out about their apparel in that they would use word of mouth and create stories and brand relevance,” said Calvert. “[That style] is about creating stories about the brand and leveraging them through PR channels, word of mouth, and through online media and social media.”
Calvert has 16 direct reports with a range of experience levels.