Keating, who joined the airline on Wednesday (1 March), was most recently vice-president of sales, marketing and distribution at Norse Atlantic Airways and has previously held senior roles at Air Transat and Malaysia Airlines.

He will oversee Play’s teams across sales, distribution and cargo. 

“This role offers a fantastic opportunity to lead a talented team and I look forward to contributing to Play’s continued success and growth, and to helping shape the future of the airline industry through innovative and forward-thinking strategies,” Keating said. 

Keating has worked in the aviation industry for almost 25 years, starting his career at British Airways in 1999 before moving to easyJet and Etihad.

Play’s chief commercial officer Sonja Arnorsdottir called Keating’s appointment “a pivotal moment” for the carrier.

“With his exceptional and proven track record of delivering results, Adrian is the ideal candidate to join our team and to drive commercial success,” she added. 

The announcement comes as the low-cost carrier continues to ramp up operations, announcing in early January the launch of services to Toronto from 22 June.