VC9 - Boards of Banks (for example) generally have people with banking experience on them. I guess that would be why you don't see many Primary School Teachers or Nurses on the boards of Westpac or even BHP. As in any industry you can think of, some understanding of that industry is at the very least desired, if not absolutely required.
Airlines are a VERY specific industry - and HIGHLY technical. There are NO technical people at any serious level in Qantas to advise on anything. There is no one with any technical understanding, or even service knowledge. When you have people like Clifford coming out and saying he 'knew little of airline operation other than First Class Lounges before Qantas' you realise how out of their depth they are.
Qantas Management has little idea of what is involved in operating an airline. They need all the help they can get, but they consistently fail to even attempt to remedy the situation. They are so out of their depth in Aviation that they are deliberately choosing 'overseers' who cannot oversee.
Frankly, I'm surprised they haven't (or maybe they did?) try to get Steam Shovel and Mr Squiggle out of retirement - they may have been interested....
Marketing obviously has a place, but marketing CAN only work once EVERYTHING ELSE is in place. This bunch of clowns seriously believe that a Chairmans Club Lounge is more important than correct aircraft choices. And why wouldn't they? That is the limit of their experience....