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bmi regional focuses on customers with new key senior management appointments

As part of its renewed focus on customer interaction and engagement, bmi regional has strengthened its senior management structure with the appointments of Alwin Hollander as Director of Sales and Rachel Start as Director of Customer Engagement.

With responsibility for all sales across  bmi regional’s network, Alwin will be managing a team engaging with existing and potential customers in the UK, Germany, France, the Netherlands, Switzerland, Belgium, Czech Republic, Italy and the Nordics.  

Having held key management positions in Sales, Marketing and Revenue Management at Air France KLM and Transavia, Alwin brings a wealth of experience to bmi regional. With a strong commercial reputation, after several years working in Europe and Asia, he will be working with the re-energised team to develop bmi regional’s corporate customer base and expand its footprint in the business travel market.  

Commenting on his appointment, Alwin said: "I'm excited to be joining bmi regional at this stage in its dynamic development. Alongside the great team here at bmi regional I’m looking forward to strengthening the relationships with our customers.”  

Rachel will drive forward bmi regional’s customer-centric departments, encompassing market communications, customer care, e-commerce, product development and distribution channels. A key focus area will be to develop strategies across each customer touchpoint.  

She joins the team from Qatar Airways ‘start up’ Al Maha, where she played a leading role as commercial project manager focused on all customer functions. Having started her aviation career at Go Fly and EasyJet she spent the past nine years in Saudi Arabia where she was Director of Products and Services at flynas and Director of Direct and Ancillary Sales at Sama Airline.  

Rachel said of her new role: ”We have a huge opportunity at bmi regional to deliver a contemporary customer focused proposition which will drive both customer satisfaction and revenues. With our re-energised sales team I’m looking forward to engaging with our customers and evolving our products and services to meet their requirements.”  

The appointments come at a key stage in the airline's sustainable development following the recent creation of AIL Group, a regional airline grouping made up of bmi regional and Loganair.

Both Alwin Hollander and Rachel Start will report directly to Jochen Schnadt, who recently joined the airline as Chief Commercial Officer.  Schnadt said of the appointments: "We're delighted to welcome on-board such experienced aviation professionals.  We've launched seven new routes this year and we look forward to Alwin further building on this success and driving sales with both our business and leisure travellers and Rachel ensuring 100% customer satisfaction."

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