Mexican executive, Fernando Garcia Cervera, has been appointed as the new Chief Sales and Marketing Officer at International Airlines Group (IAG), the parent company of British Airways, Iberia, Aer Lingus, and Vueling. Garcia Cervera was previously the CEO of Mexican low-cost airline, VivaAerobus, and has over 25 years of experience in the aviation industry. His appointment is part of IAG’s efforts to strengthen its commercial team and enhance customer experience.
As Chief Sales and Marketing Officer, Garcia Cervera will be responsible for creating and implementing sales and marketing strategies for all of IAG’s airlines. He will also oversee the airlines’ loyalty programs, customer experience initiatives, and digital transformation projects. In a statement, IAG CEO, Luis Gallego, said that Garcia Cervera’s “track record of success in driving profitable growth in highly competitive markets makes him an excellent addition to our team.”
Garcia Cervera’s appointment comes at a crucial time for IAG and the aviation industry as a whole. The COVID-19 pandemic has had a profound impact on the airline industry, leading to a significant drop in passenger demand and revenue. IAG reported a loss of €6.9bn ($8.3bn) in 2020, compared to a profit of €2.6bn ($3.1bn) in the previous year. The company has been implementing cost-cutting measures and restructuring its businesses to mitigate the impact of the pandemic.
Despite the challenges facing the industry, IAG remains optimistic about its future. In a recent investor presentation, the company outlined its plans to restore its financial position and pursue growth opportunities. These plans include expanding its low-cost airline, Level, investing in sustainable aviation fuels, and increasing its focus on digital innovation.
Garcia Cervera’s appointment is seen as a key part of IAG’s strategy to drive growth and enhance customer experience. His extensive experience in the aviation industry and his success in leading VivaAerobus through a period of rapid growth make him well-suited to this role. IAG’s CEO, Luis Gallego, said that Garcia Cervera’s “customer-centric approach and deep knowledge of the airline industry will be instrumental in driving the success of our airlines.”
Garcia Cervera joins IAG at a time when the company is exploring new opportunities for growth. In addition to expanding Level, the company is also looking to capitalize on the rise of remote work and digital nomadism by launching new long-haul routes to leisure destinations. These routes are expected to appeal to customers looking for extended stays in more exotic locations. IAG is also investing in sustainable aviation fuels as part of its commitment to reducing its carbon footprint.
Overall, the appointment of Fernando Garcia Cervera as Chief Sales and Marketing Officer at IAG represents a significant move for the company in its efforts to restore profitability and drive growth. With his extensive experience in the aviation industry and his customer-centric approach, Garcia Cervera is well-positioned to lead the commercial team and enhance customer experience across all of IAG’s airlines. As the aviation industry continues to recover from the COVID-19 pandemic, IAG’s focus on innovation and growth is likely to position the company for success in the years to come.