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John Boris appointed as Tripadvisor’s chief marketing officer

John Boris, has been named chief marketing officer for travel guidance platform, Tripadvisor.

Boris will have direct responsibility for the platform’s B2C and B2B marketing strategy and execution.

In the leadership role, Boris will initially focus on creating a holistic strategy predicated 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, CEO, Tripadvisor, Inc. “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.”

Boris – who will report directly to CEO Matt Goldberg – has served in several C-suite and executive leadership roles during his career, including the CMO role at Shutterfly. As senior vice president of marketing at Zagat, Boris successfully led the company’s digital transformation (web, mobile and subscription).

As executive vice president and managing director of the US business for Lonely Planet Americas, Boris oversaw the launch of Lonely Planet’s global mobile products, and also ran their global Clients Solutions (B2B) teams. More recently, Boris was the CEO of IfOnly, a bespoke experience marketplace which was acquired by Mastercard in 2019.

“I am truly honoured 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 travellers 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.”

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