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

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Like we have been growing in technology since the first industrial revolution and never stopping but when it comes to businesses around t...

Bhooshan Shetty

Predicting the Future: Marketing science or marketing myth?

Read more

Was really informative. Customer retention is very important for companies as retaining customers are simpler compared to making new ones...

Bhooshan Shetty

Gartner survey: CMO spending hit by COVID-19

Read more

Couldn't agree more!The way AI and machine learning as evolved over these years, it has completely changed the look of marketing and cust...

Bhooshan Shetty

Marketing 2030 and the rise of the machines

Read more

JP 54, D2, and D6 EN590,JET A1 AVAILABLE ON FOB DIP AND TEST IN SELLER TANKWe Can supply Aviation Kerosene,Jet fuel (JP 54-A1,5), Diesel ...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

This article gave me a better understanding about content creation. I learned a lot like this website https://a2designlab.com/ also offer...

Ryota Miyagi

How Remedy is using digital marketing and commerce to drive conversion

Read more

Blog Posts

Life beyond the cookie: 5 steps to mapping the future of marketing measurement

​There’s no denying there’s been a whirlwind of response to the imminent demise of the third-party cookie from all parts of the industry. But as we’ve collectively come to better understand the implications, it’s clear this change is giving the digital advertising industry the opportunity to re-think digital marketing to support core industry use cases, while balancing consumer privacy.

Natalie Stanbury

Director of research, IAB Australia

Ensuring post-crisis success

The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.

Riccardo Pasto

senior analyst, Forrester

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Sign in