Kingsmill resigns as Virgin Australia CMO as marketing becomes group-level remit

CMO departure comes as the airline appoints Rob Sharp as group executive, second in line to group CEO, John Borghetti

Danielle Keighery
Danielle Keighery

Virgin Australia CMO, Inese Kingsmill, has resigned, the airline’s group executive for corporate affairs has gained the marketing remit, and a new executive is in charge of the airline under a restructure revealed yesterday.

A spokesperson for Virgin Australia confirmed to CMO that Kingsmill, appointed the airline’s chief marketing officer a little less than 12 months ago, will exit the organisation following a decision to extend the remit of current corporate affairs leader, Danielle Keighery, to group executive brand, marketing and public affairs.

The changes see marketing elevated to a group-level responsibility and open up the potential for siloed marketing teams across the airlines, holiday, Virgin Velocity and TigerAir to work more collaboratively together.

Kingsmill’s other commercial responsibilities across the guest contact centre, ecommerce and Virgin Holidays have also been carved out and will remain within the Virgin Australia Airlines business. It's this division of the portfolio that resulted in her decision to leave the company.

News about the marketing realignment came as Virgin confirmed acting Virgin Australia Airlines chief, Rob Sharp, as its new group executive, second in line to overall business CEO, John Borghetti. Sharp was previously the CEO of Tiger Airlines but has spent the last four months in an acting group executive role for Virgin Australia Airlines while a permanent chief was confirmed.

In a statement, Borghetti said Sharp’s wealth of commercial expertise including specialist experience in operating in a multi-brand environment, is backed by strong operational credentials and has a track record of innovation.

“In his most recent role as CEO of Tigerair Australia, Rob did an outstanding job of establishing a profitable low-cost domestic carrier, improving its operational capabilities and customer satisfaction ratings,” he stated.  

Sharp was the CEO of Tigerair Australia for more than four years. Peter Wilson is currently acting as CEO while a permanent replacement is secured.

Keighery’s expanded remit, meanwhile, was a reflection her outstanding job leading the public affairs team over the past seven years, Borghetti said.

“Danielle has more than 20 years’ experience in communication and brand leadership which will be highly valued,” he continued. “Our brand and reputation is integral to our Group’s success and Danielle’s appointment will continue to build on Virgin Australia’s position in the market.”

The appointments are effective immediately, although a spokesperson for the company said Kingsmill will stay on for a number of weeks as part of a handover process.

 

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Great piece Katja. It will be fascinating to see how the shift in people's perception of value will affect design, products and services ...

Paul Scott

How to design for a speculative future - Customer Design - CMO Australia

Read more

Google collects as much data as it can about you. It would be foolish to believe Google cares about your privacy. I did cut off Google fr...

Phil Davis

ACCC launches fresh legal challenge against Google's consumer data practices for advertising

Read more

“This new logo has been noticed and it replaces a logo no one really knew existed so I’d say it’s abided by the ‘rule’ of brand equity - ...

Lawrence

Brand Australia misses the mark

Read more

IMHO a logo that needs to be explained really doesn't achieve it's purpose.I admit coming to the debate a little late, but has anyone els...

JV_at_lAttitude_in_Cairns

Brand Australia misses the mark

Read more

Hi everyone! Hope you are doing well. I just came across your website and I have to say that your work is really appreciative. Your conte...

Rochie Grey

Will 3D printing be good for retail?

Read more

Blog Posts

How to design for a speculative future

For a while now, I have been following a fabulous design strategy and research colleague, Tatiana Toutikian, a speculative designer. This is someone specialising in calling out near future phenomena, what the various aspects of our future will be, and how the design we create will support it.

Katja Forbes

Managing director of Designit, Australia and New Zealand

The obvious reason Covidsafe failed to get majority takeup

Online identity is a hot topic as more consumers are waking up to how their data is being used. So what does the marketing industry need to do to avoid a complete loss of public trust, in instances such as the COVID-19 tracing app?

Dan Richardson

Head of data, Verizon Media

Brand or product placement?

CMOs are looking to ensure investment decisions in marketing initiatives are good value for money. Yet they are frustrated in understanding the value of product placements within this mix for a very simple reason: Product placements are broadly defined and as a result, mean very different things to different people.

Michael Neale and Dr David Corkindale

University of Adelaide Business School and University of South Australia

Sign in