Virgin Australia is reshaping its leadership team, with a new executive set to oversee both the airline experience and its loyalty engine.
Virgin Australia Holdings Limited has appointed Andrew Cleary as CEO of Velocity Frequent Flyer and Chief Customer Officer, effective 23 March 2026.
According to Virgin, the combined position brings Virgin Australia and Velocity under one customer umbrella. The airline says this will accelerate customer-facing initiatives across both brands.
“As Virgin Australia continues its transformation strategy following a successful IPO and the integration of our Qatar Airways partnership, we are reorganising our leadership structure to drive greater customer-centricity and commercial performance,” Virgin Australia CEO and Managing Director, Dave Emerson said.
“Combining our customer experience, marketing, and Velocity loyalty capabilities under unified leadership will enable faster decision making, better integration of customer data and insights, and enhanced value creation from our loyalty ecosystem.”
Cleary joins from Mandarin Oriental in Hong Kong, where he led global customer experience, loyalty and data functions.
He previously spent more than seven years at Qantas in senior roles spanning loyalty transformation, alliance partnerships and investor relations.
“I am honoured to be joining Virgin Australia’s leadership team during this exciting phase of the airline’s growth story,” new Virgin Australia Chief Customer Officer and CEO Velocity, Andrew Cleary remarked.
“Bringing customer experience and loyalty together as one team is a commitment to putting the end customer at the forefront of everything Virgin Australia does.
“In this next chapter of growth there is an incredible opportunity to continue to build deeper loyalty among flyers, pursue new strategic partnerships, and realise the commercial potential of Velocity Frequent Flyer.”
Emerson said that Cleary’s “deep industry knowledge” will sharpen the carrier’s customer focus, simplify journeys, and enhance the carrier’s loyalty program.
At Velocity, Cleary replaces Nick Rohrlach, who will leave the role on 30 April 2026 after deciding the time is right to focus on family.
Rohrlach joined Virgin Australia in 2021 and helped strengthen Velocity as one of Australia’s largest loyalty programs.
During his tenure, the program grew earnings and active membership, expanded to more than 80 partners and launched initiatives such as Pay with Points, Platinum Plus and Forever Gold.
He also oversaw the Virgin Australia Regional Airlines business, including the introduction of Embraer E190-E2 aircraft into the Western Australian charter market.
Current Chief Strategy and Transformation Officer Alistair Hartley will also step down from his role effective 30 April 2026.
Under Hartley’s leadership, the program delivered more than $700 million in gross benefits across financial years 2024 and 2025 and supported the airline’s June 2025 initial public offering.
Virgin also confirmed its Strategy and Transformation team will report directly to the CEO from 30 April 2026.
“With ongoing initiatives in cost and revenue optimisation, direct CEO leadership ensures these efforts remain strategically focused and fully integrated with our commercial and operational plans,” Emerson said.
“The board and management team would like to thank Nick Rohrlach and Alistair Hartley for their significant contribution to the airline, during some of the most challenging times as the aviation industry rebuilt post the pandemic.
“Their leadership and commitment have been fundamental in shaping our teams, driving results, and building the culture we have today.”
Earlier this month, Virgin Australia rolled out its carry-on changes with new cabin baggage rules restricting what Economy passengers can bring on board while aiming to streamline boarding and improve comfort. Read more about that here.
KARRYON UNPACKS: One leader, one customer strategy. For travel advisors, closer alignment between Virgin and Velocity could mean sharper offers, faster innovation and a clearer value story for your clients.
