Routehappy have announced the appointment of a new chief marketing officer.
Olivia Mark will collaborate with airlines to develop and execute effective in-shopping merchandising strategies that build on successes from outside the travel industry.
She will oversee the creation and integration of airline product merchandising content in the company’s UPA (Universal Product Attribute) rich content standard.
She previously worked for Amazon and was general manager of US wine and e-commerce at meal-kit business Blue Apron.
Mark said: “In my role at Routehappy I will use the same customer-focused lens that I embraced while working with the world’s e-commerce pioneers to change the way people shop for flights.
“By working with airlines to identify their most customer-friendly amenities, we will help them develop unique merchandising strategies that offer flyers exactly the right products at the right time.
“Flight shopping will no longer be a race to the lowest price; it will be tailored to flyers’ unique needs,” she claimed.
Company chief executive, Robert Albert, added: “Flight shopping is being reborn with differentiation, and who better to help our industry’s transformation than a seasoned retail merchandising professional.
“Olivia has deep understanding of customer behaviour in shopping, spanning merchandising strategy, creative formulation, campaign execution and measurement.
“Her experience from outside the flight shopping industry will be invaluable as we adopt e-commerce best practices to improve business results for our customers.”