Grindle will be responsible for overseeing all PR and external communications for Virgin Holidays.
The new role will include management of the Virgin Holidays press office, planning and execution of integrated consumer campaigns, social media integration and management of corporate reputation. Grindle will report to Sarah Coggins, VP, PR and social media for Virgin Atlantic.
He will also work closely with Mark Anderson, managing director of Virgin Holidays, to help establish a strong corporate narrative for the business as well as further its efforts in sustainability, diversity and responsible tourism.
The communications teams at Virgin Atlantic and Virgin Holidays have undertaken a number of changes in recent months, bringing together the two brands into one team and blending the PR and social media function.
Grindle said: “When you hear the word ‘Virgin’ you automatically think of creativity, excitement and fun. I’m looking forward to working on a brand that doesn’t mind taking a calculated risk, and is recognised globally as a trail-blazing leader in terms of PR. There is a busy 12 months mapped out in front of us, and PR will continue to be a key in marketing pillar for the business.”
Coggins said: “Kelly brings a vast amount of PR knowledge into the team, with his experience at a number of top PR agencies. We have worked with him on many memorable PR activities; including Virgin Atlantic’s inaugural flight to Atlanta with a live-streamed Rudimental gig in the air. I knew Kelly was the perfect fit for the team and we’re excited to see what he can do to help strengthen Virgin Holidays PR and external comms.”
Grindle has held a range of senior agency roles and has formerly acted as associate board director at Cake and associate director at M&C Saatchi PR.