James joined dnata in 2014 and has led the group’s B2B sales centre for the past six years.

In his new role, he will build and lead a team working across B2B budgeting and forecasting, pricing, new investment and product and ensure all brand and commercial partnerships support the group’s broader trade-only strategy. 

James, a member of dnata’s global Executive Leadership Development Programme, will work closely with Gold Medal managing director Simon Applebaum and other group directors.

He is also currently studying for a post-graduate degree in Organisational Leadership at Warwick University’s Business School.

Applebaum said: “I’m delighted to see Adrian promoted to the role of commercial director. He is widely respected across the UK organisation and his understanding of the group and the opportunities for us are exceptional. It is especially pleasing to see the investment we make in developing our future leaders pay off. It proves that dnata really is an organisation where the sky’s the limit.

“Investing in an enhanced commercial function will help us to accelerate the growth of our B2B brands, and give us the bandwidth to pursue more of the opportunities in front of us. Adrian will be recruiting imminently to build the team, but the work starts immediately as we look ahead to 2023.” 

James said: “I’m really looking forward to this new challenge. Although all travel brands face some difficult headwinds, we’re confident about the future and I am looking forward to working with my fellow B2B directors and partners across the industry to help us maximise the opportunities.

“Dnata has been very supportive in helping me enhance my skills and build a rewarding career. Being able to apply those to this new role, and to grow an effective team to help us deliver on our commercial potential, really excites me.”