Fitzpatrick (pictured) is currently senior vice-president for Virgin Holidays and digital, and was previously vice-president of digital and distribution. She takes up the new role on 1st September.

Under Fitzpatrick’s leadership, marketing and digital will be combined with loyalty and customer journeys, and she will also work with the customer, commercial and technology teams.

Prior to joining Virgin in 2018, she spent 15 years in retail, including positions at Argos and Homebase. Her background includes e-commerce, customer experience and marketing.

Fitzpatrick said: "In this expanded role, I’m really looking forward to creating seamless experiences for customers across all touch points. Claire has done a fantastic job and I’m excited to now build on the momentum that the collective teams across digital, marketing, loyalty and journeys have achieved."