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Former Virgin Australia chief executive Jayne Hrdlicka is reportedly already making her mark at hospitality giant Endeavour Group despite not having formally started as its new chief executive.
According to sources cited by The Australian Financial Review, Hrdlicka, who will begin her new role as CEO of Endeavour on 1 January, is set to work two days a week at the company as her start date nears, and made a presentation to managers at a meeting on Wednesday.
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Endeavour Group is believed to be looking to bring in consultants to help Hrdlicka rework its business, with the former Virgin boss telling managers its strategy will be changed up following analysis of customers, suppliers, and costs.
“Having clarity on our strategy, based on the detailed fact base, will enable us to hit the ground running together,” she reportedly said.
“The company has incredible brands, this is about building on those, and a strong culture to nurture.”
Hrdlicka, who stepped down from Virgin in March, will receive fixed remuneration of $2 million per year when she succeeds current chief executive Ari Mervis as CEO of Endeavour. She will oversee a large portfolio of licensed hotels, as well as liquor brands such as Dan Murphy’s and BWS.
After her roles at Jetstar and Qantas Loyalty, Hrdlicka succeeded Paul Scurrah as Virgin Australia CEO when Bain Capital bought the airline out of administration in 2020.
Under Hrdlicka’s leadership, the airline struck a deal with unions for a pay freeze to help the airline recover from COVID-19, increased its order of 737 MAX aircraft to help ramp its short-haul international services back up, and overtook Qantas in 2023 as Australia’s most trusted travel brand while posting its first full-year profit in more than a decade.
Additionally, Hrdlicka led the airline through the major deal with Qatar Airways to launch wet-leased flights to Doha, with Qatar taking a 25 per cent stake in the group.
New Virgin CEO Dave Emerson has since taken her place, guiding the airline through its long-awaited IPO earlier this year.
Speaking to media after the bell-ringing ceremony last month, Emerson said it was a “great sign” that the carrier did not need to raise any money in the float, which was instead focused on generating a return for its existing backers.
“It means that we have a very strong balance sheet. We didn’t need any additional capital. In fact, we’re generating strong returns, and we’re able to fund our fleet growth without needing new equity, and so that’s really a good sign.”
“I think that’s the core point, is that we [have] a really strong business model, still delivering great returns today. We have a strong balance sheet, so we feel very well set up for the future.”
