British Airways has appointed former Proximity London chief Amanda Phillips to spearhead the global design and delivery of marketing content across all channels.
In her new role, as head of omnichannel content and marketing operations, Phillips will work with the airline’s in-house teams and agencies, which include Bartle Bogle Hegarty, to deliver the strategy.
Ironically, the move is likely to reunite Phillips with former Proximity duo Simon Hall and Warren Moore, who, through their agency Seven Seconds, work closely with BBH on the BA marketing account.
She joins from Millward Brown, where she has been since July 2014, firstly as sales and marketing director and then as global lead on the Diageo account.
Phillips started her career at WWAV (now Rapp) in 1989, eventually joining Joshua in 1996, where she took on the role of chief operating officer.
By 2000, she had switched to McCann Relationship Marketing as managing director; working closely with Tim Hipperson, who was eventually promoted to chief executive. Phillips was chief executive of Proximity between January 2004 and December 2008, but left soon after it swallowed up Craik Jones.
She then spent time as a non-executive director of Volume, continuing in the role despite co-launching An Abundance with former Personal chief Chris Ward in February 2011. However, she quit within 12 months to become managing director of digital agency Volume.
By February 2014, Phillips had quit to join Hibu – the company behind Yellow Pages – as global head of customer acquisition before joining Millward Brown six months later.
In one recommendation on LinkedIn, Jackie Kavanagh-Ward, head of customer marketing at TalkTalk, said: “Amanda is a great business woman first and a great marketer second – she’s articulate, intelligent and has an infectious positive approach to work, problem solving and to her shoe buying.”
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