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Published on Friday, October 11, 2013

Ryanair seeks marketing chief to help soften its image




Ryanair is looking to recruit a sales and marketing director in a bid to help soften its hardnosed image.

Reporting to the CEO, the candidate will take responsibility for promoting Ryanair's "safety, customer service and low fare messages" and will become the main spokesman across all markets.

Ryanair's chief Michael O'Leary was criticised by shareholders last month for the airline coming across as too "macho".

He admitted Ryanair needed to soften its edges, even agreeing that it needed to work more closely with online and corporate travel agents.

The promises came as Ryanair was voted worst for customer service in a survey by consumer watchdog magazine Which?.


Although the airline rubbished the report, O'Leary did admit to shareholders that Ryanair needed to stop doing things that "unnecessarily p--- people off".


As part of its recruitment drive, Ryanair is also looking for a commercial director to take responsibility for all new route development, airport negotiations, scheduling, load factor, traffic growth and yield management.

The appointments are being made by outgoing chief operating officer and deputy chief executive Michael Cawley, who is retiring from the airline next March. He will remain on the board as a non-executive director.

The deadline for both new positions is 5pm on October 25.

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  • don't soften the edges too much

    If Ryanair starts being too flexible with it's policies, you'll have people trying everything on & when they don't get it whingeing to the media (me thinks the biggest whingers are not actually Ryanair passengers but employees of the big inefficient legacy airlines, who are worried about losing jobs). Ryanair, need sto have policies that they stick to. Otherwise they'll end up with a bloated "customer service dept" or whatever they're called & their profits will drop. Keith Standen, O'Leary is not taking any noitce of you, just maybe the bottom line. Obviously their rapid growth can't continue at the same rate forever, but they will kill off more airlines, that aren't as efficient. O'Leary please keep head kicking those idiot politicians in the European Parliament, who have no idea how to run a business & couldn't sell lollies to kids.

    By Michael Anderson, Sunday, October 13, 2013

  • not a job i would fancy!

    Will be interesting to see how tough the new recruit will be. In dictatorships such as Burma, historically the dictator makes concessions toward democracy when it suits, and still controls the strings of the puppet parliament! Mr O'Leary has very firm beliefs and isn't about to change policies just because the shareholders tell him to. the new 'front man' (read-fall guy) may have a tough job changing things, and if shareholders don't take to future poor behaviour towards customers, the new man could take the flack for the top man's decisions. Exit the marketing man, since shareholders, much as they want Mr O to change, are probably also a little scared of losing him too, since he effected the growth in passenger numbers we see today.

    By derek small, Friday, October 11, 2013

  • It was only a matter of time

    So many people, myself included, have been telling Ryanair for years that one day their arrogant and dismissive attitude toward its own customers would eventually come back to bite them in the a--e but hey, what do we know? More than Ryanair's management did it appears! Finally after years of two finger gesturing, they admit they have to do something to stop "unnecessarily p--- people off". Considering Mr O'Leary is no idiot, I'm amazed this single most important area of business continued to elude him for so long. He keeps telling us his passenger numbers are impressive, not disputing that but up to now he has failed to appreciate they could have been sooo much better with the right attitude. Now they are 'softening the edges' and planning to stop 'p--sing customers off.' Wow, Mr O, radical thinking or what?

    By Keith Standen, Friday, October 11, 2013

  • Favourite for the job

    Roy Keane ???

    By Graham McKenzie, Friday, October 11, 2013

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