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Jeffrey Martin has been named chief operating officer of WestJet.

Effective as of September 24, Martin brings more than 28 years of commercial aviation and operational experience to WestJet. He comes from JetBlue, where he most recently served as executive vice-president of operations. Prior to that he spent 22 years at Southwest Airlines, where he began his commercial career as a pilot, and took on various leadership roles, eventually serving as vice president of the operations coordination centre.

Reporting to Ed Sims, the new chief operating officer will oversee more than 11,000 WestJetters in WestJet's flight operations, including the operational control centre, guest experience, both contact centre and in-flight, airports, technical operations, continuous improvement, and the business strategy and execution of WestJet Encore.