EasyJet has made good on its pledge to be a purely data-driven business by implementing a senior marketing team with extensive direct marketing experience, appointing Experian head of analytics and data Luca Zuccoli as its first chief data officer and promoting CRM and insight director Lis Blair to be chief marketing officer.
The new “dream team” represents a major change of heart at the low-cost airline, which had originally said it was scrapping the CMO role – vacated by marketing veteran Peter Duffy – to have a CDO leading all its marketing efforts.
Zuccoli has been at Experian since 2015, heading up the analytics team at Experian’s Asia-Pacific office in Singapore. Prior to that he held senior roles at mobile gaming company Aykiro, Applied Predictive Technology (APT), consultancies Roland Berger and Oliver Wyman and Kantar Millward Brown.
He said: “I have always seen EasyJet as the customer oriented airline, a great brand with an even greater promise. After meeting the team, I was struck by their passion, their vision for the future and I knew that this is the group I had to be part of. I can’t wait to contribute to a great company, a great customer experience and a great team.”
Blair joined EasyJet in 2012 as head of CRM and insight, having previously worked at Audi, Barclaycard and Barclays. She was promoted to CRM and insight director in January 2017. Blair will now lead brand, marketing, customer and digital strategy, as well as loyalty and CRM activities.
The airline runs two loyalty programmes, EasyJet Plus, which costs members £170 a year, and Flight Club, which is an invitation-only scheme for its most frequent flyers.
She said: “I’m looking forward to leading a talented team of marketers as we build upon the powerful brand and marketing activity from recent years.”
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