Ryanair is to recruit its first sales and marketing director and is also looking to add a commercial director to an expanded 10-strong senior management team.

Both will report to chief executive Michael O’Leary as the budget carrier seek to soften its image.

The sales and marketing chief will be responsible for all sales, promotions, advertising, brand development and communications strategy “in order to promote Ryanair’s safety, customer service and low fare messages,” according to an advertisement on the airline’s website.

The person will also become the main spokesperson for Ryanair in all markets, suggesting that O’Leary will be stepping back from the frontline in promoting the airline.

The commercial director will take responsibility for new route development, airport negotiations, scheduling, load factor, traffic growth and yield management.

The two positions will cover the areas of responsibility of outgoing deputy chief executive Michael Cawley.