Rachel Clarke has been appointed head of marketing and strategic partnerships at Tui Travel’s Activity division.
Clarke was formerly customer marketing manager at Red Bull and had previously held various marketing roles with leisure retailer Mitchells & Butlers.
Clarke’s new job is a newly-created role and she will report to chief operating officer Darren Mee.
Clarke said: “I have always had a passion for travel, so to be able to bring my experience to an industry I am genuinely interested in is incredibly exciting.
“The activity sector has an incredible portfolio of businesses with huge opportunities for growth so I can’t think of a better time to come on board.
“The plan now is to maximise portfolio positioning, drive brand awareness and ultimately attract new consumers by capitalising on the trend for more activity and experience-based travel.
“Driving sustainable development initiatives and developing relationships with external partners will be key to the strategy, as well as building awareness through our in-house PR team.”
Mee added: “Rachel is a proven marketer and we are looking forward to the tremendous value she will bring to our travel companies.”