Chief marketing officer
Jacobs likes a challenge. As CMO of Ryanair - an airline dubbed one of the UK’s worst brands by Which? – his remit is to turn a brand that is notorious for treating its customers with disdain into one ‘that listens’. Since joining at the start of the year, having held senior roles at Moneysupermarket.com and Tesco, Jacobs is making his mark. In September, Ryanair announced that a record 4.9m passengers flew with the airline in August. He has instigated changes including dedicating staff to run Ryanair’s Facebook and Twitter channels and is overseeing a sizeable budget: spend was tripled to €36m for 2014. Jacobs used this to fund the ‘Low fares. Made simple’ campaign, the brand’s biggest marketing push to date. However, with ambitions to expand passenger numbers across its 30 markets from 82m to 112m by 2019, Jacobs has his work cut out in turning the brand’s poor reputation around.