Additional Information


BA boosts digital and social media proposition with new hire

British Airways has hired Catriona Woodward to head its digital marketing innovation and social media team, as it seeks to boost its online engagement with consumers.

Catriona Woodward: joins BA as head of its digital marketing innovation and social media team

Catriona Woodward: joins BA as head of its digital marketing innovation and social media team

Share this article

Woodward will report to Hamish McVey, BA's head of brand engagement. She will oversee the airline's team responsible for creating content across BA's social media channels and managing conversations with its 4.5 million online followers globally.

Prior to joining BA, Woodward held the role of global senior digital manager at PZ Cussons for the hair brand Fudge and was online controller at BSkyB for the Republic of Ireland.

Woodward will be expected to carry on BA's digital marketing successes, such as the brand's #racetheplane Twitter activity, in which consumers powered a virtual plane through tweeting and raced it against the brand's debut Dreamliner flight.

Abi Comber, the airline's head of marketing, told Marketing the activity gained BA a nomination from Twitter as "one of their best social ideas" for 2013.

It followed the brand's Olympic work in which six million people engaged with the Facebook app that allowed consumers to navigate a plane down their own street, while a further 87,000 people actively took part in the brand's "Home advantage" campaign on Twitter. 

This article was first published on

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Latest jobs Jobs web feed


The Wall blogs

Let’s taste the music External website

by Greg Taylor, 24/10/2014


Six vital ad:tech themes for 2015 External website

by Neil Higgins, 24/10/2014


Are you singular or plural? External website

by Rachel Brushfield, 24/10/2014


Back to top ^