Tui picks Sky chief as new CMO for markets and airlines

Tui UK & Ireland has raided Sky to appoint its new chief marketing officer for markets and airlines, as the travel giant looks to ramp up its transformation strategy.

Amber Pine has been at Sky for 15 years, and will be responsible for leading the brand, content, marketing and sales optimisation, customer experience, customer service and operations management teams. She will also be in charge of customer insight, brand strategy and identity across the group.

Headquartered in Germany, TUI Group has more than 19 million customers and owns over 400 hotels and resorts and 17 cruise ships. The group also includes Europe’s leading tour operator brands and online marketing platforms, as well as five airlines with more than 130 medium- and long-haul aircraft and around 1,200 travel agencies.

The company is in the process of accelerating the transformation efforts in the markets and airline business, by creating a “global curated marketplace”, investing into a new technology platform and increasing the portfolio of own- and third-party products.

It is claimed customers will benefit by being able to choose from a broader range of package holidays and other leisure experiences, getting more personalised offers. Leo Burnett handles the company’s advertising account, while Serendipity2 works on data strategy.

Pine will report directly into David Schelp, Tui chief executive for markets and airlines for the rest of her responsibilities.

Schelp said: “I am very happy that Amber will be joining the Tui team. She played a pivotal role across several transformation projects within Sky and brings a track record of delivering growth, creating engaged customers and growing successful consumer brands to the table.

“I am convinced that she will play a significant role as we deliver value from the transformation of the markets and airlines business.”

Pine added: “I’m thrilled to join the Tui team and contribute to creating unforgettable experiences for our customers. I’ve always admired the iconic Tui brand and its commitment to both excellence and innovation.

“With so many exciting growth opportunities ahead, I’m looking forward to working with the brilliant teams across markets and airlines and holiday experiences to help shape the future of travel.”

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