Effective April 24, 2025, Amber Pine will take on the role of Chief Marketing Officer Markets + Airline at TUI, reporting directly to David Schelp, CEO of Markets + Airline.
In this leadership position, Amber will oversee critical areas such as Brand & Content, Marketing & Sales Optimization, Customer Experience, Customer Service, and Operations Management. Additionally, she will spearhead TUI Group’s Customer Insight, Brand Strategy, and Brand Identity initiatives, reporting on these activities to TUI Group CEO Sebastian Ebel.
Extensive Experience in Consumer-Focused Leadership
Amber Pine brings over 15 years of expertise from Sky, where she built an impressive career primarily in Consumer, Sales, and Marketing roles. Her most recent position involved leading Sky’s Broadband and Connectivity business, showcasing her ability to drive growth and innovation in highly competitive sectors. Her vast experience and customer-centric approach make her an excellent fit for TUI’s evolving organizational structure and ambitious goals.
“I am very happy that Amber will be joining the TUI team. She played a pivotal role across several transformation projects within Sky and brings a track record of delivering growth, creating engaged customers and growing successful consumer brands to the table. I am convinced that she will play a significant role as we deliver value from the transformation of the Markets + Airlines business”,
David Schelp, CEO Markets + Airline.
TUI’s Transformation Gains Momentum
Amber’s appointment comes as TUI accelerates its transformation within the Markets + Airline division. The company is developing a Global Curated Marketplace by transitioning to a function-led organization, advancing its technology platforms, and expanding its portfolio of in-house and third-party offerings. These initiatives aim to provide customers with an enriched array of package holidays and leisure experiences, coupled with personalized options and TUI’s award-winning service.
Enhanced Customer Experience Across Markets
TUI’s transformation efforts will extend to more source markets, allowing customers to enjoy a broader selection of curated travel packages and leisure experiences. The shift promises more personalized travel solutions and a seamless customer journey, further solidifying TUI’s position as a leading global tourism company.
Amber Pine’s strategic leadership and expertise in consumer engagement are set to play a pivotal role in advancing TUI’s vision, ensuring the company remains at the forefront of the travel and leisure industry.
“I’m thrilled to join the TUI team and contribute to creating unforgettable experiences for our customers. I’ve always admired the iconic TUI brand and its commitment to both excellence and innovation. With so many exciting growth opportunities ahead, I’m looking forward to working with the brilliant teams across Markets + Airline and Holiday Experiences to help shape the future of travel”, says Amber Pine.