Virgin Holidays has appointed a new customer and marketing director who will start on December 8.

Claire Cronin joins the operator from Barclaycard where she has been both chief of staff and group channels, campaign and content director since February 2013.

She will report to managing director Mark Anderson who said: “We’re extremely excited to have Claire join us at Virgin Holidays.

“She has tremendous pedigree, energy and ability, and I’m sure will make a fantastic contribution as we implement a new five-year plan.

“She’s a true customer champion, and at this exciting point in Virgin Holidays’ history, we can’t wait to see how she’ll help us maximise our potential.

“Linking the customer experience with marketing for the first time in this way is a statement of intent for us.

“Claire’s appointment sends a strong signal that the two things must be inextricably integrated for us to achieve our growth plans.”

Cronin added: “For a marketeer, Virgin Holidays possesses the perfect combination of incredible brand value, a dynamic product mix, passionate people and engaged customers.

“I’ll be using my experience to harness all of those elements as it begins a new chapter.

“An immediate priority for me will be to turbocharge the digital offering and work to build a seamless customer journey, whichever way consumers come in to the brand.

“I’m looking forward to working with Mark and the whole leadership team in delivering the plan for Virgin Holidays.”