Travvia promotes Jane Sullivan to Chief Marketing Officer to lead its next phase of growth

Travvia has promoted Jane Sullivan to Chief Marketing Officer, expanding her leadership remit across JUCY, Star RV and Chill’d by JUCY.

Jane moved from a 26-year agency career to the client side 11 months ago, joining Travvia with a focus on building and transforming its brands and marketing capabilities.

Her promotion follows what she describes as a period of significant transformation and gives her responsibility for leading the group's next phase of growth.

From Agency Leadership to Client-Side Ownership

Jane's move to Travvia marked a significant shift after more than two decades in agency leadership.

After 26 years working across agencies, businesses, brands and markets, she moved client-side to take on a more direct role in shaping business outcomes.

The transition has allowed her to move beyond advising on strategy and take ownership of decisions, execution and commercial impact across a smaller portfolio of brands.

That change in perspective has become a central part of how she describes her first 11 months at Travvia.

Leading Marketing Across Three Brands

As Chief Marketing Officer, Jane will lead marketing across JUCY, Star RV and Chill’d by JUCY, bringing the brands together under a broader growth agenda.

The portfolio spans different customer propositions within Travvia's travel and tourism business, creating a mandate that combines brand development with customer and commercial performance.

Her expanded role will build on the transformation work already undertaken during her first year with the company.

The CMO as a Growth Architect

Jane sees the modern CMO role as extending well beyond traditional marketing responsibilities.

She describes the CMO as a “Growth Architect”, bringing together people, data, creativity, technology and AI around the customer.

That approach reflects a broader shift in marketing leadership, where CMOs are increasingly expected to connect brand, customer experience, technology and commercial performance rather than operate solely within the marketing function.

For Jane, the opportunity at Travvia is to orchestrate those elements across the business while balancing customer engagement with sustainable growth.

Building Accountability Into Marketing

One of the key differences Jane highlights in her move client-side is accountability.

Rather than recommending a strategy and handing execution back to a client, her role now involves making decisions, measuring their impact and adapting in real time.

That closer connection between marketing activity and business outcomes has shaped her approach during her first 11 months at Travvia.

Her promotion recognises that work while giving her a broader mandate to influence the group's future growth.

A New Phase for Travvia

Jane said she is proud of the transformation achieved during her first year and that having the work recognised by the business and its Board makes the promotion particularly meaningful.

The expanded remit comes as Travvia continues to develop its brands and customer proposition across its travel businesses.

For Jane, the next phase will be focused on taking the foundations built over the past 11 months and using them to drive further growth across the group's brand portfolio.

The Road Ahead

Jane's promotion represents the next stage of a career that has moved from agency leadership into direct ownership of brands, customer strategy and commercial outcomes.

Her experience across multiple businesses, markets and brands now sits alongside a client-side perspective shaped by the transformation at Travvia.

With responsibility across JUCY, Star RV and Chill’d by JUCY, her new role places growth, customer understanding, technology and marketing execution at the centre of Travvia's next chapter.

About Travvia

Travvia is a travel and tourism group whose portfolio includes JUCY, Star RV and Chill’d by JUCY, with businesses spanning travel experiences, campervans, motorhomes and related tourism offerings.