Travel group Thomas Cook has announced plans to merge its marketing and digital teams, to help it better target consumers all year round.

Gilles Despas, who joined Thomas Cook in February to head up its digital unit, will take on the new role of chief marketing and digital officer.

The UK-based brand’s current chief marketing officer, Remo Masala, has moved to the new role as group creative director, and will focus on developing customer propositions with its hotels and resorts functions.

According to Thomas Cook, the new approach will allow it to further develop its use of digital and social media, at a time when up to three quarters of holiday bookings are now being made online and using mobile devices.

As part of the restructure, UK e-commerce and marketing director Jamie Queen has been promoted to a group-wide marketing post, while Thomas Hohn takes up the position of chief of source markets, overseeing its activities in 15 European markets.

The changes come into effect from 1 October.

Peter Fankhauser, Thomas Cook Group’s CEO, said: “The combined Digital and Marketing function recognises the way our customers research and dream about their holidays across the year and will put us in a better position to offer the best of Thomas Cook.

“These changes will allow us to focus even more on putting the customer at the heart of everything we do, helping us to deliver the exceptional holidays that you can only get from Thomas Cook.”