EasyJet has shaken up its management board, adding new the new roles of CMO and chief data officer as it looks to accelerate its use of data, boost loyalty and expand the type of services it offers customers.

Lis Blair, currently easyJet’s CRM and insight director, has been promoted to the CMO role and will now be the airline’s most senior marketer following the departure of chief commercial officer Peter Duffy in January. easyJet had initially said its plans were to scrap the CCO role and introduce only a chief data officer role, but it quickly changed its mind.

Blair has been at easyJet for six years and previously worked in marketing at brands including Audi, Barclaycard and Barclays. She will now lead easyJet’s brand, marketing, customer and digital strategy, as well as its loyalty and CRM activities. She will be responsible for its strategic positioning in the leisure and business markets, and for driving the strength of the brand and the loyalty of its passengers.

“After six years at easyJet I am hugely excited to have to the opportunity to join [CEO] Johan [Lundgren] and his team as…