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  • Joe Breitfeller

SAS Appoints New Chief Transformation Officer and New Chief Commercial Officer

SAS has today announced the appointment of Ginger Hughes as the company’s new Chief Transformation Officer, which was effective September 1st, 2023. In August, SAS also appointed Paul Verhagen as the airline’s new Chief Commercial Officer.


SAS' New Chief Transformation Officer, Ginger Hughes - Photo Inset Credit: Ginger Hughes/Linkedin

On Monday (September 4, 2023), SAS announced the appointment of a new Chief Transformation Officer, as well as a new Chief Commercial Officer. Ginger Hughes assumed her new role as Chief Transformation Officer on Septmeber 1st, 2023. Ms. Hughes brings extensive experience from her advisory role at Seabury, where she has helped guide SAS through the Chapter 11 process for over a year.


In Monday’s announcement, SAS’ President & CEO, Anko van der Werff, said,


“With a remarkable three-decade-long career advising airlines worldwide, Ginger Hughes has been instrumental in shaping strategic transformations, restructuring endeavors, aircraft procurement and financing, cost optimization strategies, loyalty programs, and alliance initiatives. Ginger will be instrumental in driving SAS transformation journey successfully forward and it’s with great pleasure I welcome her onboard.”


Commenting on her appointment as Chief Transformation Officer, Ginger Hughes said,


“As I step into this role, I am humbled by the legacy of this airline. It’s with great anticipation and pleasure, I embrace the responsibility to drive SAS successfully through this very important transformational journey, and I look forward to being part of SAS soaring to new horizons of success.”


SAS' New Chief Commercial Officer, Paul Verhagen - Photo Inset Credit: Paul Verhagen/Linkedin

SAS has also appointed Dutch native Paul Verhagen as the company’s new Chief Commercial Officer. Mr. Verhagen assumed the new role on August 14, 2023, bringing 25 years of experience in the airline and hospitality industries. As CCO, Paul Verhagen will be responsible for sales across all channels, brand, customer communication and loyalty. Throughout his career, Verhagen worked in 11 different countries across Europe, the Americas and the Caribbean, holding leadership positions such as Deputy CEO at Iberojet Airlines and SVP – Global Sales Strategy & Channels at Aeromexico. He also previously served as Regional Director for Norway, Finland & the Baltic States at Air France-KLM.


Further Commenting on Mr. Verhagen’s appointment, SAS’ President & CEO, Anko van der Werff, said,


“We are thrilled to welcome Paul to the SAS family. With his extensive global aviation industry experience and diverse commercial leadership background, he brings a wealth of knowledge and Paul's addition to the executive management team will undoubtedly be a pivotal factor in propelling SAS to new heights of competitiveness on the global airline stage.”


Also commenting on his new role as SAS’ Chief Commercial Officer, Paul Verhagen added,


“It's an immense honor to be part of an airline with such a rich legacy and promising future. SAS's journey resonates with me deeply, and I am committed to contributing to its strategic priorities, from remaining Scandinavia's preferred airline to championing cost competitiveness and sustainability leadership.”

SAS is the leading airline in Scandinavia, typically carrying over 30 million passengers annually from its main hubs in Copenhagen, Oslo and Stockholm to destinations in Europe, the U.S. and Asia. The company has targeted a reduction in carbon emissions by 25 percent by 2025, compared to 2005 levels, and hopes to transition to 100% biofuel for domestic flights by 2030. SAS also offers ground handling services, technical maintenance and cargo services. The carrier is a founding member of the Star Alliance, which celebrated their 25th anniversary in 2022.



Source: SAS/Cision

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