Qantas has promoted marketer Olivia Wirth to CEO of its loyalty business, while Vanessa Hudson will take on the role of Chief Customer Officer.

The changes follow the resignation of current Loyalty CEO Jayne Hrdlicka, who announced her departure from the airline in December last year.

Wirth has been with the Qantas for nine years, spending most of that time as a member of the management committee and with responsibility for brand, marketing and corporate affairs. She is currently the group’s chief customer officer.

Vanessa Hudson will take over Wirth’s position as chief customer officer, joining the group management committee and reporting to Group CEO Alan Joyce.

Hudson joined Qantas in 1994 and is currently the executive manager of sales and distribution. She has held a series of customer and commercial roles at the airline, including head of product and service development, senior vice president of the Americas and New Zealand and general manager of inflight services.

Qantas CEO Alan Joyce said the moves, which take effect from 12 February 2018, reflect the best use of the executive talent within the Qantas Group.

“Olivia has been on the group management committee for eight years and has very successfully led the Qantas brand, including managing the marketing function for frequent flyer, as part of her portfolio. It’s a business she understands well and that will benefit from her strong customer analytics and marketing experience as this part of our portfolio keeps expanding,” Joyce said.

The Chief Customer Officer portfolio will retain responsibility for group marketing while the corporate affairs function will move under the group executive of people and culture with a dotted line to the group CEO.

“Vanessa has led many key customer improvements over her 23 years at Qantas, including the introduction of Neil Perry and Rockpool into our in-flight dining and the complete redesign of our domestic check-in experience. Combined with her understanding of our network and fleet, Vanessa will lead the many initiatives happening across the group to keep improving the experience for our customers,” Joyce said.

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