Virgin Australia has created a new marketing leadership role focused on bridging the gap between marketing and technology as it looks to accelerate its use of customer data, automation, and AI.
The ASX-listed airline has begun recruiting for a head of marketing programs, a newly created role that will report to chief marketing officer Libby Minogue and span both its airline operations and Velocity loyalty program.
According to a job advertisement, the role will act as “marketing’s strategic voice into technology” with a remit to “define the strategy and roadmap for Virgin Australia’s marketing technology ecosystem.”
Key technologies referenced include Adobe Experience Platform and Tealium’s customer data platform, with the role responsible for ensuring marketing technology investments are “prioritised to maximise impact.”
Virgin Australia has been using Adobe’s marketing technology suite for the past decade, including Adobe Marketing Cloud, which sits across areas like customer data, analytics, campaign management, and personalisation. Adobe Experience Platform (AEP) is a key component, unifying customer information from bookings, loyalty data, websites, and apps to create a more unified customer profile.
More recently, Virgin Australia has expanded its Adobe stack with Adobe Express and is exploring Adobe Firefly, a generative AI tool, as well as full-scale digital asset management.
The move comes as Virgin Australia expands its focus on first-party data and digital assets while laying the foundations for a potential retail media offering. In March, the airline hired digital marketing executive Scott Moore to lead the development of its Travel Media Network. Months prior, it hired Andrew Cleary as chief customer officer and CEO of Velocity, a seasoned customer experience and marketing technology leader.
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