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Virgin Holidays Appoints Amber Kirby as its Marketing and Customer Experience Director


Amber will join the tour operator from Walgreens Boots Alliance where she was Global Brand and Marketing Director

Virgin Holidays Appoints Amber Kirby as its Marketing and Customer Experience Director
Virgin Holidays has hired Amber Kirby to lead its 35-strong marketing team as Marketing and Customer Experience Director.

Amber has previously held senior marketing roles at P&G including Senior Brand Portfolio Leader for Oral-B, and has been hired directly from Walgreens Boots Alliance where she was Global Brand and Marketing Director, leading the launch of new global skincare brands, and leading the innovation and product development across the full Boots health and beauty portfolio.  

Amber will report directly to Virgin Holidays Managing Director Joe Thompson with a remit to achieve core business objectives, including improving the overall customer journey through launching an enhanced loyalty proposition and accelerating the evolution of an inspirational digital experience.  

Her team is responsible for full-service marketing with responsibility for customer experience, brand and campaigns, trading and retail marketing and creative and design – and Amber is one of five company directors forming the Virgin Holidays leadership team.

Joe Thompson, Managing Director of Virgin Holidays commented:  “Virgin Holidays is a business going from strength to strength – we have had a prolonged run of record profit, we’ve grown our share of the market, our already-healthy customer scores are improving and we have a highly engaged team that is passionate about creating amazing holiday experiences.  Amber is the best possible candidate to lead the Virgin Holidays marketing team on the next phase of our journey.”

Amber Kirby, Marketing and Customer Experience Director at Virgin Holidays, commented:  “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 really 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.”

Virgin Holidays has enjoyed strong results from its award-winning Seize The Holiday communications platform (created by AMV BBDO), which launched with a live advert filmed simultaneously in 18 locations around the world.

Amber’s appointment is bolstered by the recent arrival of Hai Bei Chen as Head of Brand, Campaigns and Reputation - who joins from the Automobile Association where she was Head of Media and Marketing Effectiveness.  

There is currently one vacancy in the marketing team for a Brand Partnerships Executive which Amber will be responsible for filling.  The successful applicant in this position will be responsible for developing third party marketing opportunities with complimentary brands, tourism partners and other Virgin companies.

Amber Kirby is due to join the business on March 12, 2018.  She replaces Claire Cronin who moved to join Virgin Atlantic as Senior Vice President of Marketing in 2017.

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