Tripadvisor Appoints First CMO Since 2018

Tripadvisor Appoints First CMO Since 2018
B&T Magazine
By B&T Magazine



Tripadvisor has appointed John Boris as its its new chief marketing office, the company’s first in more than four years.

Boris had been chief growth officer at Aussie blockchain gaming startup Immutable. He had also held a number of senior operational roles including executive vice president and managing director of Lonely Planet Americas.

In his new role, Tripadvisor says Boris will focus on creating a “holistic” strategy based on driving customer acquisition and engagement, marketing efficiency, brand reach and resonance, partnerships and growing the international customer opportunity.

“I’m excited to have John join Tripadvisor as our chief marketing officer, knowing he will put the needs of travellers and our partners at the heart of everything we do. John has a demonstrated track record building global brands and this company will benefit from his deep experience in e-commerce, travel and hospitality,” said Matt Goldberg, Tripadvisor’s CEO.

“Most importantly, John is passionate about Tripadvisor given the global strength of our brand, our wealth of data, depth of content, and the innovative products and services we provide the travellers, experience-seekers, diners and partners we serve.”

“I am truly honored to join this company and humbled to be given the responsibility to continue to make an iconic and industry-leading brand like Tripadvisor essential to the hundreds of millions of travelers around the globe using our products and services to plan their next trip,” said Boris.

“As we look to the future of all our brands across the company, we will leverage the return of global demand to make the experience of travel and dining more meaningful and memorable for those taking their next holiday or vacation.”

Much of Tripadvisor’s revenue comes from selling search advertising and branded-content aimed at consumers looking to travel. The company also offers marketing and ad sales services to other brands, both within and outside the travel industry, on the namesake Tripadvisor platform, its sibling properties and those of other publishers.




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