Sixt has appointed James Adams to the newly created role of chief commercial officer (CCO) to oversee the group's digital business. Adams, an industry-experienced leader and proven e-commerce expert, is taking over this position and with it the management of the newly formed "E-Commerce & Revenue Management" unit, which covers e-commerce, pricing and yield management, and advanced profit and AI.

The 37-year-old, originally from the U.K., brings a wealth of relevant experience for the task. Before joining the Sixt Group, he helped build the Travel & Leisure division as a partner at the management consultancy Oliver Wyman. In 2014, he moved to the board of rental car platform Rentalcars.com, where, as commercial director, he launched innovations in product, customer experience, and revenue management and successfully drove the company's international growth.

Following the merger of Rentalcars.com with its sister company Booking.com, one of the world's largest travel platforms, Adams took on the dual role of chief commercial officer for Booking’s transport business unit, covering revenue and supply management and sales and marketing, in addition to managing director of the Rentalcars.com brand.