JetBlue is coming full circle.
The airline announced Wednesday that longtime airline industry vet Marty St. George will join the carrier as its new president later this month. St. George replaces Joanna Geraghty as she takes over the top job from outgoing CEO Robin Hayes.
St. George, who has more than 30 years of experience in the industry, most recently served as chief commercial officer at Santiago, Chile-based LATAM Airlines. He joined that carrier in 2020.
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Most notably, St. George spent 13 years of his career at JetBlue, from 2006 through 2019. He held a variety of roles across network planning, marketing and commercial functions, including four years as executive vice president and chief commercial officer.
St. George was involved with developing and deploying JetBlue’s premium Mint product and, according to the airline, was “a key architect of the carrier’s focus city strategy.”
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“I’m energized to be returning to JetBlue at this pivotal time in its history,” St. George said in a statement. “JetBlue has incredibly passionate people and one of the best brands in the industry. I’m eager to get to work to help drive the business forward for the benefit of our crewmembers, customers, and owners alike.”
Before joining JetBlue, St. George held a variety of network planning and marketing roles at United Airlines and US Airways.
And prior to LATAM, St. George spent time consulting and served Norwegian Air Shuttle as interim chief commercial officer, experience that is likely to come in handy as JetBlue continues to expand its semi-low-cost model across the Atlantic.
St. George returns to JetBlue at a pivotal time for the airline as it struggles to return to profitability and reconfigures its plans following the court-ordered dissolution of its partnership with American Airlines and acquisition of Spirit Airlines.
In the new role, St. George will oversee JetBlue Travel Products, a direct sales channel for add-ons like hotels and rental cars that the airline increasingly sees as a major growth area.
St. George starts at JetBlue on Feb. 26.