As of 24 April 2025 Amber Pine will join TUI as Chief Marketing Officer Markets + Airline and report directly to David Schelp, CEO Markets + Airline. She will lead the teams responsible for Brand & Content, Marketing & Sales Optimisation, Customer Experience, Customer Service and Operations Management. Additionally, she will lead Customer Insight, Brand Strategy and Brand Identity activities for the TUI Group. For these topics she will report into TUI Group CEO Sebastian Ebel.

Amber Pine joins us from Sky, where in her over 15 years she has worked primarily in the Consumer, Sales and Marketing divisions before leading the Broadband and Connectivity business.

“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”, says David Schelp, CEO Markets + Airline.

As previously announced, TUI is accelerating the transformation efforts in the Markets + Airline business. TUI is creating a Global Curated Marketplace by implementing a function-led organization, investing into a new technology platform and increasing the portfolio of own and third party products. Customers in more source markets will benefit from this by being able to choose from a broader range of package holidays and other leisure experiences, getting more personalized offers and experiencing the award-winning TUI service.

“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.