Cláudia Sender will take up the position on 15 December, with the remit to plan and define strategies that will consolidate the company’s market position and profitability, both in Brazil and abroad.

“We will give more focus to sales and marketing, speeding up business methods and improving our overall products. This will be one of Cláudia’s major challenges,” states Líbano Barroso, TAM Airlines’ CEO.

In TAM’s new organisational structure,  Sender will lead the Commercial and Marketing areas of the company. Klaus Kühnast will continue to lead the sales team in Brazil while Manoela Amaro will continue to be the Marketing Director, both reporting to the new vice-president. The business units of TAM Cargo and TAM Vacations, whose boards are headed by Euzébio Angelotti Neto and Sylvio Ferraz, respectively, will continue to  report to the CEO of the company.

Sender is a chemical engineer who graduated from the University of São Paulo (USP), and also has an MBA from the Harvard Business School. She most recently chaired the Marketing Vice-Presidency of Whirlpool Brasil, a company where she has worked for the past six years, achieving impressive results.

Prior to joining Whirlpool, Sender worked at Bain & Company, a global management consulting firm, working on projects to elaborate and develop structural changes in network and fleet strategies, pricing, revenue management, sales and promotions actions, budget planning and management and control processes for companies from different sectors, including TAM Airlines.