Virgin Australia’s CMO Inese Kingsmill set to depart after less than a year

Virgin Australia’s chief marketing officer Inese Kingsmill is set to exit the company after less than one year in the role.

Kingsmill joined Virgin Australia Group back in December 2016. During her 11 months in the role Kingsmill ran a creative pitch, eventually appointing DDB as its creative agency of record.

Inese Kingsmill is set to depart Virgin Australia

As part of the internal restructure, Rob Sharp has been promoted to group executive at Virgin Airlines Australia, while Danielle Keighery will now take on the role of group executive of brand, marketing and public affairs.

Kingsmill made her decision to leave the business after the internal restructures were made.

Mumbrella understands Virgin Australia will be looking to appoint a general manager of marketing.

Kingsmill will stay with the company until the general manager of marketing has been appointed.

John Borghetti, Virgin Australia CEO, said in a statement: “Rob has a wealth of commercial expertise including specialist experience in operating in a multi-brand environment, is backed by strong operational credentials and has a track record of innovation.

“In his most recent role as CEO of Tigerair Australia, Rob did an outstanding job of establishing a profitable low-cost domestic carrier, improving its operational capabilities and customer satisfaction ratings.

Speaking of Keighery’s promotion from group executive of public affairs to group executive of brand, marketing and public affairs, Borghetti said her leadership will be “highly valued”.

“Our brand and reputation is integral to our Group’s success and Danielle’s appointment will continue to build on Virgin Australia’s position in the market,” Borghetti said.

DDB and Virgin released their first major campaign since the appointment in September under the tagline ‘We are the Uptimists’.

At the time of the campaign launch, Kingsmill told Mumbrella: “There are essentially two airlines in the market and one of them owns coming home. And coming home is very nice, but the Virgin brand is anchored in the possibilities of takeoff, and what going places can be.

“As we developed purpose values and were very clear on what our vision and strategy is, it became very clear that a transformation of not only the marketing function, but also the marketing and agency model needed to come along with that.”

Kingsmill was previously a marketer at Telstra, but left the telco after five years following a major restructure of the marketing department by Jo Pollard.

In March 2016 Kingsmill stepped down from her role as board director with the Australian Association of National Advertisers (AANA).


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