Oyster welcomes Abigail Comber as Chief Marketing Officer

We are delighted to announce our new CMO, British Airways’ former Global Head of Brands and Marketing Abigail Comber. She will start on the 1st November 2018 and will be overseeing our entire branding and marketing strategy, including our participation at the world’s key boat shows, the Oyster World Rally, and further enhancing the Oyster brand itself.

Exploring our new CMO Abigail Comber’s background

Abigail joins us following a 26-year career at British Airways (BA) where she has held senior marketing department roles since 2002, most recently excelling as Global Head of Brands and Marketing. In this role, Abigail was responsible for BA’s overall marketing strategy at a global level with a portfolio including Brand Strategy, Marketing, Customer Experience Design, Partnerships, Sponsorship, and Community Relations. She built BA’s brand strength to a 17-year high, with four consecutive years as a UK Consumer ‘Superbrand’.

Abigail Comber was the driving force behind the ‘Don’t Fly, Support Team GB’ television advert, commissioned by BA for their sponsorship of the London 2012 Olympic and Paralympic games. This campaign was critically acclaimed and awarded ‘Best Engagement Strategy’ at the 2013 Festival of Media Awards. She also pioneered customer programmes including ‘Buy on Board’ and ‘New Club World’, as well as delivering dynamic new digital service initiatives for the BA app.

From aviation to yachting

Abigail Comber’s success and track record at BA established her reputation as one of the industry’s leading professionals, and we are confident that this keen eye for innovation and authenticity will continue in the next step of her career here at Oyster.

Abigail’s appointment marks the latest stage in our growth under the leadership of new CEO Richard Hadida, which has already seen two shipyards re-opened and numerous other important milestones reached. She discussed her excitement to start the role, saying: “I am really looking forward to this new challenge. Oyster is already a leading British brand and it is clear the affection the sailing community has for Oyster. The true potential of Oyster is still to be fulfilled. I firmly believe there is further scope for growth and innovation for the Oyster brand worldwide, and I cannot wait to get started.”

Richard also expressed his enthusiasm, explaining: “We are thrilled to have recruited someone of Abigail’s calibre. This is a major coup for Oyster and is indicative of the huge potential of the Oyster brand. Abigail brings with her a phenomenal track record, vast experience of building truly leading global brands and above all, she shares our vision for the future of Oyster. We have ambitious plans for Oyster and Abigail is set to play a significant part in our future growth.”

We can’t wait to welcome Abigail to the Oyster Family in November.