WestJet makes leadership changes; Samantha Taylor named chief experience officer

WestJet announced strategic changes to the WestJet Group Executive Committee on Tuesday (March 4), making changes that it says aligns leadership positions with commitments to the guest experience.

One key change is the creation of a chief experience officer (CXO) role, which will be led by Samantha (Sam) Taylor. Having joined Sunwing in 2020 as chief marketing officer and later serving as chief marketing and digital officer of Sunwing Vacations Group, Taylor will now oversee experience management, marketing, and contact centres across WestJet and Sunwing.

This “unified approach” aims to ensure a more cohesive and seamless journey for guests, whether they’re flying or planning a vacation, the company says.

“This role is all about putting our guests first,” said Taylor in a statement. “By aligning our teams and resources, we’re working to ensure every interaction with WestJet and Sunwing is exceptional. Guest experience is our priority.”

Innovation to enhance travel

Technology is also a focus in WestJet’s efforts to improve guest experiences.

Tanya Foster, chief information officer (CIO), will now lead a unified team overseeing all IT and digital technology across the WestJet Group.

Since joining the leadership team in January 2023, Foster has been instrumental in advancing the airline’s technology capabilities, the airline says.

“Technology is key to delivering the experiences our guests deserve,” stated Foster. “Bringing our teams together will enable further innovation to make travel with WestJet even more seamless and enjoyable.”

Andrew Dawson to retire

Another upcoming change is the retirement of Andrew Dawson, president of Sunwing Vacations Group. 

In a statement to PAX on Wednesday (March 5), Dawson said he will retire next year once the winter 2025-26 season is complete.

“Over the next year, together with my team, I will continue to focus on the seamless integration of WestJet Vacations, and I'm committed to leaving on a high note once the integration is complete, while welcoming new colleagues and readying the brand so that it can unlock its immense potential," Dawson said. 

Click here to read his complete remarks.

A unified vision

The leadership changes are part of a broader effort to strengthen WestJet with a focus on guests.

“Our guests and our people are at the forefront of every decision we make. By streamlining our leadership team, we’re ensuring we deliver on our promise of friendly, reliable and affordable travel experiences,” stated Alexis von Hoensbroech, CEO of the WestJet Group.

In addition to the recent promotions of Taylor and Foster, the WestJet Group Executive Committee, led by von Hoensbroech, also includes president and Chief Operating Officer Diederik Pen, Chief Commercial Officer John Weatherill, Chief People Officer Jacqui McGillivray, and Chief Financial Officer Mike Scott.

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