Virgin appoints a chief experience officer as part of executive restructure

Brand leader promoted as part of a new c-suite model for the airline group

Virgin Australia has unveiled a new executive leadership team, which included the promotion of current group executive of brand, marketing and public affairs, Danielle Keighery, to chief experience officer.

The new chief experience officer role will create a single point of accountability for the customer experience, across all brands. The wider appointments are part of a new, simplified organisational structure and an organisational ‘rightsizing’ program to drive greater business integration, customer focus, and to reduce costs.

The executive leadership team also includes a new CFO, chief commercial officer and chief operating officer. Virgin is also now looking for a chief strategy and technology officer.

The new group structure will integrate the corporate, operational and commercial functions of Virgin Australia Airlines, Virgin Australia Regional Airlines and Tigerair Australia into single functions and points of accountability. Each executive leader will be accountable for driving business outcomes for the group and maximising the value of the brands.

Virgin Australia Group CEO and managing director, Paul Scurrah, said he’s been reviewing the structure of the organisation since he joined in March with a view to simplify the current structure which has grown overly complex over time.

“Transitioning to the new group structure will streamline common functions and create greater opportunities, but will also identify efficiencies and duplication, which will form part of the organisational rightsizing program,” he said.

“Having group accountability at the executive level will deliver significant financial, operational and technological benefits, and it’s important we have an executive leadership team that is working together to deliver better financial outcomes for the group."

Speaking specifically about Keighery's appointment, Scurrah said the role is key to a new structure modelled on being more customer-led.

“The new structure is modelled on a customer value chain which results in the reorientation of our business towards the customer. Danielle’s primary goal is to excite interest in the Virgin Australia Group, and work closely alongside the chief commercial officer and chief operations officer to deliver the customer value chain," he said. 

“Danielle has been an integral executive team member for nine years leading the brand, marketing and public Affairs department and I am thrilled she’s accepted this position to drive our customer strategy into the future.”

The latest structure comes comes nearly two years after Virgin removed its CMO role as part of a former restructure, appointing Keighery at the time to group-level marketing. It was a move that at the time, saw elements of marketing and customer management remain separate across different divisions of the business.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.     

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
cmo-xs-promo

Latest Videos

More Videos

Anyone can become a victim of the sophisticated schemes set up by these scam websites. It's not about being smart; I don't consider mysel...

Mathieu Lecompte

ACCC takes Meta to court over scam cryptocurrency advertising

Read more

Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne

Rajat Kumar

Why flipping Status Quo Bias is the key to B2B marketing success

Read more

good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.

Tom Devid

Report: 4 ways to generate customer loyalty

Read more

Great post, thanks for sharing such a informative content.

CodeWare Limited

APAC software company brings on first VP of growth

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

Blog Posts

​Why we need to look at the whole brand puzzle, not just play with the pieces

Creating meaningful brands should be a holistic and considered process. However, all too frequently it’s one that is disparate and reactive, where one objective is prioritized at the expense of all others. So, what are the key pieces to the ‘good’ brand puzzle?

Marketing overseas? 4 ways to make your message stick

Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.

Dr Selena Fisk

Data expert, author

Sign in