Argent brings marketing, communications and senior management experience to the role from a variety of major brands, including Etihad, Japan Airlines, Qatar Airways, Marriott and Small Luxury Hotels of the World.

The carrier said her experience across consumer, trade, loyalty and alliance marketing would be particularly relevant, as well as her experience managing joint partner campaigns, product launches and reward programmes.

She will work with the UK travel trade and relevant tourism bodies representing Asia and Australasia "to drive partnership opportunities and revenue growth".

Argent succeeds Richard De Villa, who this week joined Club Med.

"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," said Argent.

“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, while bringing in my experience working on global partnerships to strengthen the company’s position further."

Daniel Bainbridge, Malaysia Airlines director UK and Europe, added Argent’s appointment would further support the airline’s engagement with the travel trade and its position in the market connecting passengers from the UK and Europe to nearly 50 worldwide destinations via Kuala Lumpur.

"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, and I am confident that she will add value to Malaysia Airlines."