American Airlines has announced the immediate appointment of Heather Garboden as senior vice president and chief customer officer, according to an internal memo from CEO Robert Isom on Tuesday. Garboden, a seasoned executive with over 20 years of experience at US Airways and American Airlines, will lead a newly established “customer experience organization.”
Garboden steps into the role following the retirement of former chief customer officer Alison Taylor in 2023. Taylor’s departure coincided with a reduction in travel agency sales support. Her responsibilities were partially absorbed by Vasu Raja, the airline’s former chief commercial officer, who spearheaded a distribution strategy prioritizing direct and NDC (New Distribution Capability) bookings. However, this approach alienated corporate clients and travel agencies. Raja left American Airlines last year after the company abandoned its direct-NDC strategy and began rebuilding relationships with its customers and travel agencies.
In her new role, Garboden will report to COO David Seymour and vice chair and chief strategy officer Steve Johnson. The memo highlighted that this dual reporting structure reflects the customer-focused priorities across both operations and commercial teams.
Garboden most recently oversaw American Airlines’ cargo and regional businesses. She will now take on additional responsibilities, including managing Brady Byrnes, senior vice president of inflight and premium guest services, and his team. She will also continue to oversee Kim Cisek, vice president of customer experience, and Greg Schwendinger, president of cargo, along with their respective teams.
Meanwhile, leadership of American’s regional business will transition to Nate Gatten, executive vice president of American Eagle, corporate real estate, and government affairs.
The appointment underscores American Airlines’ renewed focus on enhancing customer experience and rebuilding trust with corporate clients and travel agencies. Garboden’s extensive experience and leadership are expected to play a pivotal role in achieving these goals.
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