River cruise and tour operator APT has appointed Katie Elson to the newly created role of head of marketing transformation to its UK team.

Following a travel career spanning 20 years, Elson joins APT after holding a number of senior marketing and creative roles for Thomas Cook. Having worked across multiple products from skiing to touring as well as luxury travel, APT have said that she brings with her a wealth of experience.

At Thomas Cook, Elson led successful integrated marketing campaigns, developed individuals and drove business efficiency, across retail direct and trade channels.

Elson said: “Having worked on global marketing campaigns and rebrands, I’m thrilled to be taking on such an innovative role with APT at such an exciting time.

“As a market leader APT understands the travel industry very well, so there are plenty of opportunities still to capture with UK customers. I can’t wait to develop the marketing strategy and support the growth strategy.”

Elson will be responsible for reviewing, developing and implementing a new marketing strategy, to drive APT’s UK business forward. She will report into APT’s managing director for UK & Europe, Paul Melinis.

Melinis added: “I am delighted to welcome Katie to the APT family. Her experience and knowledge of the UK trade and today’s consumer will be a great addition to our team, as we plan to launch many new projects this year.

“Having someone like Katie on board to drive forward our marketing strategy will be vital to ensuring our business remains ahead of the curve, in these ever-changing times.”