Thomas Cook merges digital and marketing departments

Thomas Cook has merged its digital and group marketing functions, overseen by a new chief marketing and digital officer role.

Thomas Cook: merging its digital and marketing functions
Thomas Cook: merging its digital and marketing functions

The latter is filled by current chief digital officer Gilles Despas, who is tasked with better integrating the two functions. The idea is to boost Thomas Cook’s use of social and digital in its campaigns, and to up the company’s ability to target prospective holidaymakers. Despas joined Thomas Cook in January.

Current chief marketing officer Remo Masala, appointed in 2014, moves into the newly-created position of group creative director. He will focus on Thomas Cook’s brands and build out its hotels and resorts proposition. Masala masterminded Casa Cook, Thomas Cook’s Airbnb-style concept of a home away from home.

Jamie Queen, UK ecommerce and marketing director, becomes group and UK marketing director, reporting into Despas and UK managing director Chris Mottershead. The changes give Queen an international remit.

The changes give greater emphasis to digital and targeting, with Thomas Cook noting changing consumer preferences to research and book holidays online. In some markets, three quarters of Thomas Cook’s bookings are made online.

Peter Fankhauser, chief executive of Thomas Cook, said: "The combined digital and marketing function recognises the way our customers research and dream about their holidays across the year and will put us in a better position to offer the best of Thomas Cook."