The purpose of purpose
Everyone knows the 4 P’s of marketing: Price, product, promotion and place. There is now a fifth ‘P’ in the marketing mix.
Olivia Wirth becomes Qantas' first chief customer officer
New role is one of a number of leadership changes announced by the ASX-listed company's CEO, Alan Joyce
Qantas’ Olivia Wirth has been promoted to the new role of chief customer officer as part of a reorganisation of the airline’s leadership team announced today.
Wirth, who is currently group executive of brand, marketing and corporate affairs at Qantas, will retain those responsibilities but also take on customer and digital strategy. Wirth joined the group in 2009 as head of corporate affairs and public relations, rising to group executive in late 2010l then gaining brand and marketing oversight in April 2013.
The role is one of a number of leadership changes announced today by Qantas CEO, Alan Joyce, to signal the ASX-listed group’s next phase of transition. Also changing roles is Qantas Loyalty CEO, Lesley Grant, who is moving to group executive of people and culture after Jon Scriven announced his retirement.
Current Jetstar CEO, Jayne Hrdlicka, will take up the top post at Qantas Loyalty, and also assumes responsibility for Digital Ventures, which will now include innovation. Gareth Evans, who is CEO of Qantas International, will become CEO of the Jetstar Group. In his place is Alison Webster, who moves up from executive manager of freight, catering and airports to become CEO of Qantas International.
“Over the past three years, our senior executive team has led the group through a major turnaround,” Joyce said in a statement. “We’re now entering a phase of ongoing improvement and innovation and these changes will help drive that.
“This is also about making the best use of the considerable leadership talent at the top level of our organisation.”
The new structure comes into effect in November and is the first significant change to the executive leadership team in three years.
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