New appointment for Gulf Air

Lee Shave is being appointed Vice President Marketing and Sales for Gulf Air.
In his new role Mr Shave will oversee all aspects of the airline’s marketing and sales strategy and be responsible for strategy implementation across the global network.

Lee entered the airline industry in 1991 and spent six years with British Airways. In 1997, he moved to Swissair as Executive Vice President of Sales and Marketing in Zurich. When Lee later left the airline in 2001 he held the position of Executive Vice President Marketing and Product world-wide.

Following a six-month project at Qatar Airways as Commercial Director, he worked as Joint Managing Director of Travel Industry Services and finally as Global Commercial Director of the STA Travel Group.

“We are delighted to welcome Lee to the team. He has outstanding credentials in the travel and tourism industry. His diverse experience and proven commercial acumen will be important in consolidating our position as a world-class service brand,” says Gulf Air President and Chief Executive James Hogan.

“He also has the more vital task of driving revenue growth and increasing market penetration in a challenging and competitive environment. This will require a high level of innovation and resourcefulness.”


The appointment of the new Vice President Marketing and Sales is seen as central to the implementation of Gulf Air’s ambitious new three-year strategy, ‘Smart Airline, Successful Business’.

“We have achieved a great deal in the restructuring initiatives over the last three years,” said Mr Hogan.
“We are now recognised as a world-class service brand and have regained the confidence of the market. However moving forward we need to focus more on market segmentation that will serve our various customer groups more effectively.”

“Gulf Air has justifiably high reputation alongside the leading service brands of the airline industry”, said Mr Shave.
“My predecessors have achieved a great deal in repositioning the brand and developing innovative products and services that meet the needs of Gulf Air’s customers,” he added.

“I hope to build on this achievement and look forward to working with an excellent team in driving up our key performance indicators again in 2006.”

Mr Shave has a BA (Hons) in Social Science from Kingston Polytechnic in London and a Postgraduate Diploma in Tourism Management from the University of Surrey in Guildford.