Chief marketing officer, TUI
When McAlister took on the top marketing role at TUI in spring last year, replacing Jeremy Ellis, she had big shoes to fill. And when TUI’s distribution director also left, and the role was assimilated into the CMO post, McAlister found herself overseeing sales, ecommerce, retail, call centre, customer service, marketing and CRM. Working behind the scenes, her ongoing challenge is to create a coherent customer experience from advertising through to sales. Meanwhile, in October TUI rolled out its "Mum" campaign. which, it is claimed, is "smashing metrics" such as awareness and preference.