New Virgin Holidays chief Kirby flags up loyalty drive

AmberKirbyVirgin Holidays’ new marketing and customer experience director Amber Kirby has pledged to put customer loyalty and digital experience at the top of the travel giant’s agenda.
Kirby joins from Boots, where she was brand director, and will report into to Virgin Holidays managing director Joe Thompson. She will lead a 35-strong marketing team.
Kirby succeeds Claire Cronin, who left to become senior vice-president of marketing at Virgin Atlantic last year soon after Proximity London was appointed to handle the combined Virgin Holidays and Virgin Atlantic CRM account.
The move was part of a long-term plan  to boost Virgin’s marketing technology capabilities in-house.
Prior to Boots, Kirby spent 12 years in marketing roles at P&G in both London and Geneva.
She said: “Virgin Holidays has been responsible for delivering some of the most iconic marketing campaigns in travel including ‘Rock star service’, ‘Mojo’ and ‘Seize the holiday’.
“I’m excited about continuing to grow a much-loved British brand with an award-winning in-house team, whilst simultaneously tackling other business priorities such as a loyalty initiative and improving the digital experience.”
In 2015, Virgin launched a group-wide loyalty programme dubbed Virgin Red, which covers all UK Virgin companies, including Virgin Mobile, Virgin Active, Virgin Holidays, Virgin Hotels, Virgin Experience Days, Virgin Balloon flights, Virgin Vouchers, Virgin Money and others.

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