Thomas Cook has combined its marketing and digital functions as part of a restructure.
The company said the move would enable it ‘to further develop its use of digital and social media to market its holidays and better target potential and existing customers throughout the year’.
It reflects changing consumer habits, with online research playing an ever greater role in helping customers to decide where to go on holiday.
Booking habits have also changed with more and more customers interacting with Thomas Cook through online and mobile channels as well as in person. In some markets, three quarters of all bookings are now made online.
To lead the new function, chief digital officer Gilles Despas has become chief marketing and digital officer, while current chief marketing officer Remo Masala, has become group creative director.
Jamie Queen, currently UK e-commerce and marketing director, will take on a wider remit as group and UK marketing director, reporting to Gilles Despas and UK managing director Chris Mottershead.
Furthermore, Thomas Cook has appointed Thomas Hohn as chief of source markets, reporting to CEO Peter Fankhauser who previously held the role on a temporary basis.
The new appointment sits alongside Thomas’ current remit as MD of the Western Region (comprising Belgium, France and the Netherlands), and Russia.
He will be responsible for aligning the source markets of the UK, Continental Europe, Northern Europe and the Western Region and Russia with the digital and marketing, hotels and resorts, and commercial products functions.
