Virgin Australia has lured some high-profile executives to form a team that boss Jane Hrdlicka says will be hard to beat and will make the airline Australia’s most loved. Leading the pack is David Marr, Woolworth’s chief operating officer, who joins Virgin Australia as its chief financial officer next month. Mr Marr has spent the last nine years with Woolworths including six years as its CFO before being appointed COO in August 2019. Prior to Woolworths, Mr Marr held senior executive roles at Tesco in the UK, API and the Foster’s Group. Yesterday Mr Marr said he is "excited to be joining Virgin Australia and being part of the turnaround of one of Australia’s great brands.” The airline has also been able to lure Alistair Hartley, director of strategy at International Airlines Group (British Airways) to take up the position of chief transformation officer. READ: Qatar Airways A350 is the ultimate Airbus aircarft Mr Hartley has two decades of experience in strategy in the aviation sector, including four years as head of operations strategy and crew logistics at Virgin Atlantic Airways (UK) and five years with Jetstar Airways, including as head of strategy and executive manager network, planning and strategy. Last month, Virgin Australia announced the appointment of former top Qantas executive and COO Paul Jones as chief customer and digital officer. Virgin Australia has also lured Nick Rohrlach, CEO of Jetstar Japan top head up the Velocity frequent flyer program, Lisa Burquest from The a2 Milk Company as chief people officer and former Qantas and Etihad Airways executive Moksha Watts as chief corporate affairs officer. “This is a tough team to beat and each new member is a world-class leader with a proven track record and deep experience in aviation or consumer-focused businesses, Ms Hrdlicka said. “These people deeply understand our market, and they know our customers.” “Virgin Australia has signalled a return to its mid-market heartland, targeting value-conscious corporate travellers, small and medium businesses, premium leisure travellers, and holidaymakers who are after a great value airfare and better service. “Our new executive team will be at the forefront of helping our team members to deliver that strategy. All the new appointees have a demonstrated commitment to staff, customers and the community and are a perfect fit with the Virgin Australia culture, I have come to know intimately over the past few months. “Today’s announcement underscores our commitment to being Australia’s most loved and best value airline for business and leisure travellers, and to build a strong company that will endure for the long term," Ms Hrdlicka said