Abigail is the VP for Marketing and Patient Journey’s, responsible for the Brand, Communications, Website and Customers’ experience through their healthcare journey across the network of HCA Hospitals.
Previously as CMO and Managing Director of Cignpost Diagnostics, she took the company from a small, B2B Diagnostics company to be the most trusted consumer facing brand in its category, building 40 ExpressTest locations across the UK and helping the nation getting back on its feet during the pandemic.
As CMO of Debenhams, she was part of the Executive team to successfully sell the 242 year old brand to the online retailer, BooHoo. Prior to this Abigail enjoyed a 24-year career at British Airways where she held senior marketing roles since 2002, notably excelling as Global Head of Brands and Marketing. In this role, Abigail was responsible for BA’s overall marketing strategy at a global level 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 was the driving force behind the ‘Don’t Fly, Support Team GB’ campaign, commissioned by BA for their sponsorship of the London 2012 Olympic and Paralympic games. This campaign was critically acclaimed has since been nominated as one of the best sponsorships of the last 25 years. 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.
She lives in Surrey with her husband and is both a Fellow of the Marketing Society and Alumni of the Marketing Academy Fellowship Programme.
