Upgrade Pack announces Deborah Merrens as Chief Marketing Officer

Travel tech scaleup Upgrade Pack has appointed Deborah Merrens as Chief Marketing Officer.

A global marketing and customer experience leader, Deborah has worked for several world leading travel brands including British Airways, Hilton Group, Mastercard, Delta Airlines and Global Blue.

Most recently she headed up global relationship marketing at British Airways – with responsibility for marketing to travellers across loyalty, digital communications, corporate and trade marketing, and VIP travellers.

She has also been instrumental in the delivery of numerous digital ‘firsts’ to market, including being part of the original ba.com launch team,creating Delta Air Lines’ first rewards program for SMEs, and launching the first consumer digital tax-free shopping program for Global Blue.

Deborah will lead all marketing for Upgrade Pack’s closed marketplace app for travel upgrades; which connects airlines and hotels with its affluent user base who are looking to buy upgrades that could otherwise go unsold. Access to the app is exclusive and provided through Upgrade Pack’s financial services clients as a premium loyalty benefit.

She will join the company’s senior leadership team and report to Group CEO Craig Unsworth.

The company recently announced its expansion into Asia Pacific with a base in Singapore and will also be taking premises in Toronto to service North American business later in the year.

“Deborah’s industry experience aligns perfectly with our business and its clients, partners and users,” said Craig Unsworth. “Her deep understanding of frequent travellers and premium offerings across international markets will be invaluable within our core niches, and as we scale. Having worked with her previously I’m delighted to welcome her to our growing team.”

Deborah added, “I’m delighted to be working with Craig again to deliver an innovative solution to a clear gap in the market. I’m excited by the opportunity to bring such a transformative platform to travellers around the world, while generating revenue for our travel partners. It really is the ultimate win-win for our clients, partners and users alike.”



Upgrade Pack is transforming the way upgrades are attained by the most valued customers and employees of the world’s most innovative companies. Upgrade Pack’s proprietary ‘closed marketplace’ connects travellers with exclusive, always-discounted premium flight and hotel upgrades in a simple, easy-to-use app. Privately funded with over £3m raised since 2018 Upgrade Pack is also the UK’s first tech company to give all employees share options through its Enterprise Management Incentive (EMI) scheme.