Malaysia Airlines is eyeing further growth following the appointment of Helen Argent as its new head of marketing for the UK and Europe.
Argent succeeds Richard De Villa who had been with Malaysia Airlines since 2017 and has moved to a new role at Club Med.
She has senior management experience with high-profile international travel brands, including Etihad Airways, Japan Airlines, Qatar Airways, Marriott and Small Luxury Hotels of the World.
More: New Club Med marketing director joins from Malaysia Airlines
Her expertise spans consumer, trade, loyalty and alliance marketing and she has managed joint partner campaigns, product launches and reward programmes.
The Malaysian flag-carrier said she will work with the UK travel trade, plus Asian and Australasian tourism bodies, “to drive partnership opportunities and revenue growth”.
Daniel Bainbridge, UK and Europe regional director, said: “Helen brings broad marketing experience from a range of international airlines as well as hotel and hospitality experience, so she is very well placed to deliver our growth strategy and brand awareness, as part of our signature Malaysian hospitality.
“Alongside her global expertise, Helen has an excellent track record in guiding companies and teams to success.”
Argent added: “I’m excited to join at a time when international travel is booming, with the company well-placed to offer travellers access to its extensive network via the fantastic hub of Malaysia, which I look forward to promoting.
“Having watched Malaysia Airlines transform over the years, I’m pleased to join the well-respected UK team and build on some of the great initiatives already in place, whilst bringing in my experience working on global partnerships to strengthen the company’s position further.”
A member of the oneworld Alliance, Malaysia Airlines offers services to nearly 50 destinations across southeast Asia and Australasia via Kuala Lumpur.