British Airways splits marketing department in major reshuffle

British Airways: marketing department will fall under commercial remit
British Airways: marketing department will fall under commercial remit

British Airways (BA) will split its marketing department and bring the unit closer to its commercial operations as part of a major restructure.

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

The changes coincide with the departure of Frank van der Post next month, BA’s managing director for brand and customer experience.

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

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

Abigail Comber, BA’s current 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. BA’s spokeswoman said the airline is still recruiting for his successor and confirmed that Comber will have no marketing duties.

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

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

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