YO! Sushi has appointed Luisa Fernandez, formerly of British Airways, as its new marketing director.

Fernandez spent over 15 years in house at British Airways, most recently heading up the CRM innovation Lab where she responsible for the CRM strategy across BA’s key digital channels. During her time at BA, she also led the UK marketing department and was global sponsorship and events manager negotiating their London 2012 sponsorship and delivering their award winning ‘Don’t Fly’ Olympic campaign.

Most recently Fernandez was managing partner at sports marketing agency, BBH Sport. She joined YO! as an executive director earlier this month and reports directly into chief executive, Robin Rowland.

Rowland said: “Luisa is joining at a really exciting time for YO! We’ve spent the last year revitalising our team and offer, “getting YO!’s mojo back”. Now we are seeing some great results. This appointment is a key piece in the puzzle, and I am delighted Luísa is now part of our amazing new team.

“Since day one YO! has pushed boundaries and offered people new experiences based on our love of what we do. Leveraging digital channels is now essential part of enhancing the customer experience. Luisa’s expertise across brand, commercial and data led marketing will help take our customer experience to the next level, while driving our growth strategy.”