The creation of the position is an indication that the carrier is to put marketing at the heart of its strategy in the recession. The successful candidate will report to Andrew Crawley, who sits on the management board at the airline and was appointed as head of sales and marketing in November.
External recruitment is ongoing, but a spokes-woman for BA could not confirm when the appointment would be made. However, she added that the role will be similar to that held by former head of marketing and distribution Tiffany Hall, who left in June 2008.
The airline has lost a succession of senior marketers in recent months following the implementation of a voluntary redundancy programme.
In December former head of marketing communications Katherine Whitton, general manager of brand and customer experience David Murdin, and global loyalty programme head Stuart Beamish all left BA.
Since the departure of Whitton, Abigail Comber has led BA's marketing communications division and handled its agency relationships, including those with the air-line's creative and media agencies, Bartle Bogle Hegarty and ZenithOptimedia. Comber, who will retain responsibility for UK marketing, will report to the global marketing chief.
Meanwhile, Crawley and three former BA executives stand accused of conspiring with rival Virgin Atlantic to fix the price of fuel surcharges.
Crawley, former commercial director Martin George, head of communications Iain Burns and head of UK and Ireland sales Alan Burnett are due to appear at Southwark Crown Court in June.
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