Chief marketing officer, Ryanair
Five years into his role, Jacobs continues to shift the airline away from its once combative stance on customer service, marketing and PR. But Ryanair hit the headlines for the wrong reasons again in October, when seven million people watched video footage of a female passenger being racially abused by another passenger. More than 350,000 people signed a petition demanding the airline apologise for not doing more to protect the victim. On a lighter note, Jacobs and his in-house team were behind the brand’s "A very Ryanair Christmas" tongue-in-cheek TV spot.