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Boulton, who unexpectedly resigned from his position as HSBC's UK marketing director two weeks ago, has completed the airline's interview process.

BA head of sales and marketing Andrew Crawley is said to be keen to recruit Boulton, who was a consultant to the airline in the 90s. His appointment is subject to a final meeting with chief executive Willie Walsh.

BA would not be drawn on the recruitment, which is being handled by executive search company Bird & Co, stating: 'The process is still under way; no decision has been taken.'

Boulton is likely to take on a similar role to that held by former head of marketing and distribution Tiffany Hall, who left last June, and will oversee a revamp of BA's global marketing strategy.

The flag-carrier has endured the departure of a succession of senior marketers, including Katherine Whitton, head of marketing communications, who took voluntary redundancy in December.

HSBC, which will soon start the search for a replacement for Boulton, would not say whether he is due to serve a period of gardening leave. Head of UK marketing Philip Mehl is acting as interim marketing director.