German Efromovich, Chairman of the Board of Directors of Avianca Holdings S.A. and Aerovias del Continente Americano S.A. has announced the appointment of Hernán Rincón (pictured above) as the new Chief Executive Officer of Avianca Holdings S.A. and Avianca S.A

Mr. Rincón, was most recently CEO for Microsoft Latin America, will replace Alvaro Jaramillo Buitrago, who was appointed interim CEO after Fabio Ramirez Villegas stepped down as Chief Executive Officer.

“Appointing Hernán Rincón as the head of Avianca Holdings S.A. and Avianca S.A.  coincides with the beginning of a new phase in which strengthening of the organization is crucial to cope with the changes of the environment. The latter, however, requires a rigorous adjustment of our strategy in order to maintain Avianca’s high quality of service and business competitiveness, after almost 100 years of continuous service to travelers in Colombia, Latin America and the world. A challenge that, I’m sure, Mr. Rincón will know how to take on supported by the talent, vision, creativity and leadership that have characterized him throughout his successful career,” said Chairman Efromovich.

Read the full article on Finance Colombia.