TUI Group has created a new role of chief digital officer in a move to bring its structure into line with its digitalisation strategy and underpin its consistent implementation.
The new post will be taken over by Elke Reichart from February.
Her previous functions include vice president strategy and planning at HP’s head office in Palo Alto, California, and supervisory board member at HP Deutschland.
After returning from the US, she joined the supervisory board of Bechtle.
Alongside her responsibility for TUI Group IT, Reichart will also take over as chief executive of subsidiary TUI InfoTec after a transition phase.
After graduating in economics, romance studies and applied information sciences at the universities of Gießen and Montpellier, France, Reichart started her professional career as sales officer at Hewlett Packard.
Following several management positions at HP, she took over as vice president for strategy and planning at HP’s head office in Palo Alto in 2012.
A year later, the mother of three headed an international team comprised of representatives from all divisions and global functions in the framework of a transformation programme at HP.
“I am delighted that Elke Reichart, an IT manager with extensive international experience, is joining TUI Group.
“She will play a key role in promoting the consistent and successful implementation of our IT and digitalisation strategy”, said Frank Rosenberger, TUI Group executive board member in charge of IT and future markets.