A Boots executive is joining Virgin Holidays as marketing and customer experience director.

Amber Kirby will lead a 35-strong marketing team at the operator when she takes up the role on March 12.

She fills a vacancy after Claire Cronin left to become senior vice-president at sister brand Virgin Atlantic last July.

Kirby will report to Virgin Holidays managing director Joe Thompson.

Kirby joined Boots in 2015 as head of global brand and innovation – healthcare and Boots brands, being promoted in April 2016 to global brand director, skincare and Boots health and beauty, advertising trade magazine Campaign reported.

She previously spent 12 years in marketing roles at Proctor & Gamble in both London and Geneva.

Kirby said: “Virgin Holidays has been responsible for delivering some of the most iconic marketing campaigns in travel including ‘Rock star service’, ‘Mojo’ and ‘Seize the holiday’.

“I’m really excited about continuing to grow a much-loved British brand with an award-winning in-house team, whilst simultaneously tackling other business priorities such as a loyalty initiative and improving the digital experience.”

Kirby’s appointment is bolstered by the recent arrival of Hai Bei Chen as head of brand, campaigns and reputation from the Automobile Association where she was head of media and marketing effectiveness.

The operator is also looking to recruit a brand partnerships executive which Kirby will be responsible for filling.

The successful applicant in this position will be responsible for developing third party marketing opportunities with complimentary brands, tourism partners and other Virgin companies.

Virgin Holidays managing director Joe Thompson said: “Virgin Holidays is a business going from strength to strength – we have had a prolonged run of record profit, we’ve grown our share of the market, our already-healthy customer scores are improving and we have a highly engaged team that is passionate about creating amazing holiday experiences.

“Amber is the best possible candidate to lead the Virgin Holidays marketing team on the next phase of our journey.”