Reporting to managing director Peter Spencer, Gershon will be responsible for the airline's global marketing, online and UK sales, loyalty activity, including its Diamond Club and Company Rewards schemes, partnerships and ecommerce.
Gershon is joined by Tamarah Khatib, who helped relaunch the bmi website, as head of online.
Martyn Bridger, interim commercial director, becomes commercial and service director. He will also report to Spencer. Bridger will be responsible for revenue management, overseas sales, distribution, customer services and service development, including catering. He will also undertake a review of the quality of service across the airline in terms of products and staff.
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