Thomas Cook picks Asda digital specialist to head UK marketing

Thomas Cook has appointed Chris Chalmers, the digital marketing director at Asda, as the travel company's UK marketing and e-commerce director.

Chalmers (left) has been tasked with overseeing Thomas Cook’s marketing and digital activity across the country, reporting to UK managing director Chris Mottershead.

At Asda, he was responsible for all digital marketing and CRM across the supermarket’s different business units. He has previously worked as general manager – digital and direct marketing at Jet2 and grocery marketing manager at Tesco.

Chalmers replaces Jamie Queen, who is no longer UK marketing director but remains group marketing director, where he will be tasked with aligning the marketing and digital function across Thomas Cook’s 16 markets. 

Queen took on additional responsibilities last year when Thomas Cook merged its digital and group marketing functions.

Thomas Cook merged the functions in recognition of needing to give a greater emphasis to digital and targeting as consumer preferences change with respect to researching and booking holidays online. In some markets, three-quarters of Thomas Cook’s bookings are made online.

Last December the brand made a push into online video and addressable TV for a campaign showing how holidays can be tailored to suit individual customers. The "You want, we do" campaign was created by KBS Albion, which has held Thomas Cook's pan-European ad business since 2015.

Chalmers said: "We remain committed to putting the customer at the heart of all our marketing activities and demonstrating our personalised and individual approach to holidays.

"I am passionate about helping the business grow its online footprint while continuing with the great work already undertaken to build the Thomas Cook brand. I’m excited to have joined the team and look forward to inspiring new and existing Thomas Cook customers."

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).