The move comes as part of a wider restructuring for the Hong Kong-based airline that will see 8,500 job roles eliminated.
Jo Boundy has been with Qantas for a decade, most recently as CMO of Qantas Loyalty.
The airline's initiative focuses on the reasons why people travel.
Speaking exclusively at CampaignComms yesterday, Ed Bell revealed what really happened when the ban of the airline's ad featuring a gay couple sparked controversy in Hong Kong and around the world.
The global travel sector is reaching a confusing saturation point, so winning brands must differentiate through experience, says FutureBrand's APAC CEO.
Personal information, including passport and credit card numbers, hacked from around 9.4 million passengers, airline confirms.
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