Visit Britain LogoVisitBritain has named Vickie Birnage as its new head of e-commerce and retail. She rejoins the organisation from her online and digital roles for publisher Penguin; and will manage 18 online VisitBritainDirect.com shops, specialist overseas trade shops and offline retail activities.

The e-commerce and retail activities from this will increase VisitBritain’s overseas presence, which will enable consumers to buy value-led products and services before they travel, in local currency and language.

VisitBritain will be looking to extend the current range of products and services offered to consumers on the shops; this will include Oyster Card tube passes, BritRail travel products, and discount passes such as the Great British Heritage Pass and London Pass.

The director of distribution services, Kenny Boyle, said of Birnage: “With her tremendous e-commerce experience and significant time spent at major organisations in the retail sector, Vickie is an invaluable addition to VisitBritain senior team. Her role is to ensure that we add real value to visitors, while providing industry partners with additional customer benefits and routes to market.”