Thomas Cook appoints Kate Staniforth as Head of Marketing

Staniforth brings over 12 years’ travel marketing experience to newly created role

Online travel agency Thomas Cook has appointed Kate Staniforth as its new Head of Marketing, a newly created role that will oversee the execution of the company’s overarching brand strategy.

As Head of Marketing, she will lead brand, social media, PR and organic content, with a focus on growing both Thomas Cook’s market share and share of voice in a competitive travel landscape. 

Staniforth brings more than 12 years’ experience in the travel and lifestyle sectors. Most recently, she served as Marketing Director at Travel Republic (Dnata UK), where she was the first marketing lead to secure multiple industry and public awards for the brand, showcasing her ability to deliver standout commercial impact.

During her tenure at Travel Republic, she spearheaded a full-scale brand transformation in 2023, modernising the brand identity and enhancing customer trust through a multi-channel rollout. Under her leadership, the brand’s social media following grew by over 100,000 within the first 12 months post-rebrand, significantly boosting reach and community engagement in key target markets.

Commenting on her appointment, Kate Staniforth said:

“I’m thrilled to be joining such an iconic travel brand at an exciting point in its journey. There’s a real opportunity to build on Thomas Cook’s strong heritage while accelerating its growth through creative, data-driven marketing activities. I’m looking forward to working with the team to further strengthen the brand’s position in the market.”

She joins Thomas Cook following its recent Q1 trading update, which saw the company deliver £50 million in holiday sales, alongside strong year-on-year growth.

Customers booking with Thomas Cook can choose from over 20,000 hotels across 72 destinations throughout Europe, Asia, Africa and the Americas, and enjoy flexible travel options with more than 190 airline partners. All package holidays are ATOL protected, giving customers peace of mind and enhanced financial security, as well as the reassurance of ABTA's Code of Conduct