He has promised a softer Ryanair and now Michael O'Leary is looking to hire a new director who'll persuade Europe's travelling public that the airline is lovable again.
Ryanair is looking to hire a sales and marketing director who'll become its chief spokesperson in the 29 countries it operates in and play a key role in presenting the new touchy-feely airline.
Despite the enormous challenge it entails, the position is certain to attract a huge amount of interest.
Ryanair says the successful candidate will promote its "safety, customer service and low-fare message". They'll form part of a 10-person senior management team at the airline.
The appointment is one of two being made by Ryanair to cover roles carried out by outgoing chief operating officer and deputy chief executive Michael Cawley.
Ryanair is also seeking to hire a commercial director who'll handle route development, talks with airports and traffic growth.
Mr O'Leary came under fire from shareholders at the airline's AGM. They accused Ryanair as coming across as too "macho".
Mr O'Leary has long been the frontman for Ryanair, but his brusque and abrasive style has frequently grated. Still, he's transformed the airline into Europe's biggest low-cost operator.
"I've always been soft, just a little bit misunderstood," he said.