The appointment comes amid a restructuring of STA’s UK operations and a major emphasis on the company’s web strategy.
Pronto, who has a history of marketing positions outside of travel at Unilever and Rank prior to InterContinental, will report to UK managing director John Constable.
Her brief will include on and offline marketing, e-commerce, customer relationship management and partnerships.
In September STA Travel launched a desktop alert tool for users through a major partnership with Skinkers.
The site also underwent a significant overhaul in August to incorporate content from providers such as Lonely Planet.
The student young persons market is being seen as a major growth area in the online travel industry, with Lonely Planet beefing up its web operations in recent months with the inclusion of podcasts and flight search engines.
As yet the site does not include any travel-related sections, although bosses have not ruled out featuring some form of functionality in the future.