Virgin Holidays poaches Boots top marketer Kirby

Virgin Holidays has hired Amber Kirby as its new marketing and customer experience director. Kirby (left) was previously global brand and marketing director at Walgreens Boots Alliance and, before that, a senior marketer at Procter & Gamble.

So she’s quite a capture for the rather smaller Virgin Holidays, where she’ll lead a 35-strong marketing team.

Virgin Holidays managing director Joe Thompson says: “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 is the best possible candidate to lead the Virgin Holidays marketing team.”

Kirby says: “Virgin Holidays has been responsible for delivering some of the most iconic marketing campaigns in travel including Rock Star Service, Mojo and Seize The Holiday. I’m really excited about continuing to grow a much-loved British brand with an award-winning in-house team, whilst simultaneously tackling other business priorities such as a loyalty initiative and improving the digital experience.”

Day’s move won’t be missed at current agency AMV BBDO, which won the business from M&C Saatchi in 2016, or Mother, Boots’ long-serving agency that was displaced in favour of Ogilvy in a WPP deal last year. Boots and Mother produced some outstanding advertising over the piece and Boots-ites were not best pleased to see the account wrenched away.

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