British Airways splits marketing department in major reshuffle

The changes will coincide with the departure of MD for brand and customer experience Frank van der Post next month.

HARMONDSWORTH, UK: British Airways will split its marketing department and bring the unit closer to its commercial operations as part of a major restructuring.

Executive chairman Keith Williams has kicked off a raft of changes that will see the airline’s commercial activities come closer together, including marketing. That means marketing will fall within the remit of chief commercial officer, Andrew Crawley.

The changes will coincide with the departure of Frank van der Post, British Airways’ MD for brand and customer experience, next month.

Retail boss Sara Dunham will become head of marketing, retail, and direct. She will be responsible for marketing communications for British Airways’ loyalty plan, Executive Club, and all global marketing activity for the airline. She will report to Crawley.

As part of the changes, the airline has spun customer experience into a standalone unit, which will focus on services such as airport experience. 

Abigail Comber, British Airways’ head of marketing, will switch to the newly created role of head of customer. She will report to the director of customer experience, who will replace Frank van der Post.

A BA spokeswoman said the airline is recruiting his successor and confirmed that Comber will have no marketing duties.

"Our executive chairman sees this as an opportunity to align all commercial parts of the business, and marketing is a driver of revenue," the spokeswoman said.

Marketing understands there are no further changes to the marketing team.

This story originally appeared on Marketing.

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