SAS announced that it has appointed Ginger Hughes as the new chief transformation officer (CTO) and Paul Verhagen as the chief commercial officer (CCO). Hughes, previously in an advisory role at Seabury, brings extensive experience in guiding SAS through the Chapter 11 process. Hughes officially assumed her role on 1 September 2023.

Verhagen, joins SAS with 25 years of executive experience in the airline and hospitality sectors across 11 different countries. He began his tenure as CCO on 14 August 2023. In his new role, Verhagen will oversee sales across all channels, brand management, customer communication, and product and loyalty programs. This integrated approach aligns with SAS's commitment to fostering growth and enhancing profitability.