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Hai Bei Chen, Head of Brand Strategy and Campaigns – Virgin Atlantic

Hai Bei is the Head of Brand Strategy and Campaigns at Virgin Atlantic after joining the business in November 2017. Leading a team of 13 passionate marketers, she is responsible for defining and delivering the long term strategic agenda for the Virgin Atlantic and Virgin Holidays brands, and developing initiatives and campaigns to continuously inspire brand love. Prior to joining Virgin Atlantic, Hai Bei has held positions in the AA, BT, Visit England and agencies including PHD and Blue 449.

Hai Bei is a passionate believer in grabbing new opportunities with both hands and growing through challenges. In her time at Visit England, Hai Bei was part of the largest domestic tourism campaign the country has ever had during the 2012 Olympics. When she joined BT, the brand was reinventing itself from a telephony and broadband provider to a sports broadcaster through the purchase of BT Sport. She also joined the AA after the organisation suffered continuous financial decline for years due to a focus on short term tactical marketing. Now with Virgin, she is tackling the disruption the travel and aviation industry is facing as a result of technology and climate change, and the rapid evolution required. It is an exhilarating time to be in the sector.

Outside of work, Hai Bei loves world cinema and travel. You will find her in a Curzon or Picturehouse cinema watching a foreign language film most weekends, and she would love to visit to South America again soon after an unforgettable mini career break in 2016.

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