Japanese restaurant chain Yo! Sushi has appointed former British Airways CRM chief Luisa Fernandez to head up its marketing team as executive director of marketing.
Fernandez spent over 15 years at BA, most recently heading up the CRM Innovation Lab, where she responsible for the CRM strategy across BA’s key digital channels.
She also led BA’s UK marketing department and was global sponsorship and events manager leading the airline’s their London 2012 sponsorship and delivering the ‘Don’t Fly’ Olympic campaign.
Most recently Fernandez was managing partner at BBH Sport, the agency’s sports marketing division. At Yo! she reports directly into chief executive Robin Rowland.
Rowland said: “Luisa is joining at a really exciting time for Yo! We’ve spent the last year revitalising our team and offer, “getting Yo!’s mojo back”. Now we are seeing some great results. This appointment is a key piece in the puzzle, and I am delighted Luísa is now part of our new team.
“Since day one Yo! has pushed boundaries and offered people new experiences based on our love of what we do. Leveraging digital channels is now essential part of enhancing the customer experience. Luisa’s expertise across brand, commercial and data led marketing will help take our customer experience to the next level, while driving our growth strategy.”
