Catriona Joins The Air Waves

Catriona Woodward has joined British Airways to head up its digital marketing innovation and social media team.

Catriona Woodward, British Airways’ digital marketing innovation manager, said: “I’ve always admired the way that British Airways engages with its customers, and am delighted to be joining their successful team. I look forward to the exciting challenges ahead, continuing to enhance the customer journey and producing engaging campaigns for our online platforms.”

Reporting to the head of brand engagement, Hamish McVey, she will manage a team to shape and create content for the airline’s social media channels, manage conversations with its 4.5 million online followers around the world.

The airline has recently been recognised for its interactive ‘look up’ billboard advert using innovative real time data to chart aircraft that fly past. It was also awarded ‘most innovative campaign’ by Twitter for its #RaceThePlane campaign, where a Dreamliner aircraft virtually raced against a plane fuelled by tweets.

It also had great success with six million people ‘taking a plane down their street’ during the London 2012 Games, with a further 87,000 users tweeting their support for its ‘home advantage’ campaign.

Prior to her appointment, Catriona held the role of global senior digital manager at PZ Cussons Beauty for hair brand ‘Fudge’, was Online Controller at BSkyB for the Republic of Ireland and managed ecommerce and self-serve websites for TalkTalk.

Educated at Oxford Brookes University, Catriona holds a BA Hons Degree in marketing management and law, as well as a Diploma in digital marketing.

British Airways has presence on several online platforms, including; Facebook (over a million likes), Twitter UK (325,000 followers), Twitter USA (347,000) Pintrest (760 pins), Instagram (23,000 followers), YouTube (26,000 subscribers), Google+ (2.5 million followers) and Sina Webo (162,608).


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