Virgin Holidays has lured O2 direct marketing chief Sam Otter to head up its loyalty and customer insight operation.
She replaces Kyri Kilakos, who has been Virgin Holidays’ head of insight for six years.
He is leaving the company, although it has not been revealed where he is going.
Otter will report directly to Andrew Shelton, marketing director at Virgin Holidays, and will be responsible for building the holiday operator’s retention strategy.
Otter was O2 head of DM for six years, during which time she developed O2 UK’s strategies for customer loyalty, convergence and brand protection, working closely with its DM agency Archibald Ingall Stretton.
Shelton said: “Sam’s got some fantastic experience and a very strong career history to date, so we’re really delighted to have her join the team.
“These are exciting times for our brand, and customer loyalty and insight have never been so important. I’m sure she’ll have a very positive impact.”
