Tristan Thomas Email Address

Director, Digital Commercial and Customer

Book flights to worldwide destinations from United States with Etihad Airways, national airline of the United Arab Emirates

An experience strategic leader, he has run UK, European and American marketing teams, and led digital and marketing planning departments with global responsibilities. He now heads a department responsible long-term strategy and key commercial projects at the world’s fastest growing airline Tristan focusses on identifying actionable insights from qualitative and quantitative research, translating those into transformational change with substantial revenue benefit. He runs cross-departmental strategic projects and is skilled at building consensus at managerial and senior manager level. Tristan’s project portfolio is forecast to generate more than $50 million of incremental benefit in 2015 - Manages key strategic projects for Etihad and its Partners Group, as well as training design and delivery for Etihad’s 700 strong sales team - Leads the development of Etihad's long-term commercial strategy, taking long-term network plans and translating them into the customer segments required to fill those flights. These are used to construct short to medium cross-departmental commercial plans. He has built Etihad's Advanced Customers Segmentation as the central tool in this planning process, placing emphasis on customer lifetime value rather than basic revenue & passenger metrics - Reports to the VP Commercial Strategy & Planning and presents monthly to the CEO. Manages a team of six which is augmented by consultants and managers from other departments when necessary to deliver cross-departmental projects - Headed up strategy and planning for marketing and sponsorship, driving revenue by introducing processes, developing tools, and delivering insights, for more than 100 marketers around the globe - Managed through-the-line European and US marketing to support annual sales of $2 billion (an increase of more than 100% over three years) - Led digital marketing and ecommerce teams, tripling web traffic and improving conversion by 52% in two years