British Airways (BA) has promoted Sara Dunham to the new role of head marketing, retail and direct, as part of a wider restructure of its commercial team.

Dunham, who has worked for BA since 2001, replaces Abigail Comber, who will take up another newly-created position of head of customer, with a remit to transform the airline’s customer service approach.

Currently BA’s head of retail and direct, Dunham will be responsible for the creation of a global marketing strategy, as well the carrier’s Executive Club loyalty scheme.

The restructure follows the departure of BA’s top marketer, managing director for brand and customer experience Frank van der Post, who departed to join Dutch telecommunications firm KPN in November.

All marketing communications activity will now be overseen by chief commercial officer Andrew Crawley, a BA veteran of over 20 years, and previously the brand’s sales and marketing director.

“Consolidating our marketing activity will result in our activity being more coordinated and effective,” said Crawley.

“This joined up approach to how we communicate with and sell to our customers will deliver real benefits in both revenue and loyalty terms.

Earlier this month, BA kicked off a review of its global digital agency arrangements. It comes less than a year after the brand consolidated its advertising and loyalty accounts with long-time ad agency partner BBH.