Thomas Cook overhauls digital structure

Thomas Cook overhauls digital structure

Thomas Cook has revealed announces a number of changes to its structure, including the creation of a single marketing and digital function.

The new department will combine the existing digital team with group marketing.

The new combined marketing and digital function will allow Thomas Cook 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. 

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To lead the new function, Gilles Despas has been appointed as chief marketing and digital officer, expanding his existing role as chief digital officer.

Despas joined the business in February 2016 with over 15 years of online travel experience at a number of well-known online travel agencies. 

The current chief marketing officer, Remo Masala, has chosen to take up a new role as group creative director as he wants to build on his creative remit to focus on Thomas Cook’s brands, working closely with the hotels and resorts function to further develop its proposition to customers. 

These changes mean Jamie Queen, currently UK e-commerce and marketing director, will take on a wider remit as group and UK marketing director, reporting to Despas and UK managing director Chris Mottershead.