Cummings To Head WS ULCC, Sims Hired To Lead Sales, WSV

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Bob Cummings

Ed Sims

WestJet has named Bob Cummings to head up its yet-to-be-named ultra-low-cost carrier (ULCC) scheduled to launch late in 2017 or early 2018. 

Cummings has been with WS since 2005, with almost 11 years at the EVP level with a variety of responsibilities. He will have accountability for all aspects of the new venture, including planning, branding, pricing, product development and operationalization. He will also continue to drive other key strategic initiatives for WestJet.

"Bob has been an integral part of the successful transformation of WestJet," said President & CEO Gregg Saretsky. "We are well positioned to continue our profitable growth and I look forward to Bob's strategic thinking, leadership and execution capability coming to bear in launching this exciting new airline.”

Cummings says he’s excited about the new challenge:

"I am eager to bring our ULCC to market on behalf of Canadians looking for even lower fares. I firmly believe that we have the necessary capabilities to launch another successful and exciting chapter in WestJet's history. Travellers can expect a very different approach from this new ULCC, yet one that will ultimately provide air travel accessibility to many more Canadians."

WS also announced the appointment of Ed Sims as EVP, Commercial, with responsibility for all aspects of the commercial function within WestJet including sales, marketing, product, network planning, revenue management, corporate development, airline partnerships and WestJet Vacations. Sims will join WS on 29MAY.

Sims brings more than 30 years of tourism and aviation experience, encompassing airlines and tour operators, as well as air traffic control. He has worked in the European and Australasian markets, holding senior commercial and general leadership positions within Tui, Thomas Cook, Virgin Groups and NZ, where he headed up the international wide-body business. His most recent role was as CEO of Airways, New Zealand's air navigation service provider.

"Ed brings to WestJet extensive expertise in leadership, innovation, sales and marketing, operations and change management, and I am delighted to have someone with his experience and skills join our leadership team," said Saretsky.

"As we expand WestJet's horizons, I look forward to Ed's global perspective and contributions to our growth plans."

Sims says he’s pleased to join a company he admires: "WestJet has built a reputation that is globally recognized. I have watched the WestJet success story from afar and now I am honoured to be given the opportunity to shape the next chapter in WestJet's history."

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