MIAMI — WOW Air announced the appointment of former Spirit Airlines CEO Ben Baldanza to the Board of Directors of the Icelandic low-cost carrier.

Baldanza, who abruptly left his position in Spirit Airlines last January 4, led Spirit Airlines during its transition to an ultra-low-cost carrier, and developed a reputation for bold and edgy marketing campaigns.

According to WOW Air, Baldanza “brings with him a wealth of experience in the airline industry with specific expertise in the realm of ultra-low-cost carriers.”

“The success of his tenure at Spirit Airlines has earned him enormous respect in the airline industry and his expertise and insight will be invaluable as we continue to grow WOW air’s network on both sides of the Atlantic,” said Skúli Mogensen, founder and CEO of WOW air.

“WOW Air is an airline rewriting the rules of low cost, long haul travel and I look forward to joining Skúli and the members of the Board in growing the business further in years to come,” Baldanza said.

Baldanza began his aviation career with American Airlines and subsequently worked for Northwest Airlines, Continental Airlines, TACA and US Airways before joining Spirit Airlines in 2005. Under his tenure, Spirit Airlines experienced a transition into a highly successful ultra low-cost business model pioneered by Ryanair in Europe, by bringing the model to the South Florida – Latin America market. In five years, the airline had a swift international expansion to key regional markets such as Colombia, Panama and Peru, and standardized its fleet around the Airbus A320 family aircraft.