The former president of low cost carrier Air Canada Rouge is to head global sales and distribution for Etihad Aviation Group.

Duncan Bureau becomes senior vice president global sales and distribution for the UAE carrier.

The role will be “instrumental in driving the group’s commercial strategy globally,” the Abu Dhabi-based airline said.

Bureau, who will report directly to chief commercial officer Robin Kamark, has more than 25 years’ aviation industry experience.

His career includes spells as Air Canada as global sales vice president for four years, ten years at Canadian leisure carrier WestJet and time at Malaysia Airlines.

Bureau will assume his new position immediately.