Amber Kirby will lead the 35-strong marketing team, having previously held senior marketing roles at P&G, including senior brand portfolio leader for Oral-B.

She has been hired directly from Walgreens Boots Alliance where she was global brand and marketing director.

Kirby will report directly to Virgin Holidays managing director Joe Thompson.

She will be tasked with improving the overall customer journey through launching an enhanced loyalty proposition, and “accelerating the evolution of an inspirational digital experience”.

Her team will be responsible for customer experience, brand and campaigns, trading and retail marketing and creative and design.

Joe Thompson, managing director of Virgin Holidays, said: “Virgin Holidays is a business going from strength to strength – we have had a prolonged run of record profit, we’ve grown our share of the market, our already-healthy customer scores are improving and we have a highly engaged team that is passionate about creating amazing holiday experiences.”

Amber Kirby is due to join the business on March 12, 2018. She replaces Claire Cronin who moved to join Virgin Atlantic as senior vice-president of marketing in 2017.