Tripadvisor appoints former Shutterfly marketing boss John Boris as new CMO

Tripadvisor appoints former Shutterfly marketing boss John Boris as new CMO

Former Lonely Planet managing director teams back up with the review giant's boss Matt Goldberg who was previously chief executive of the reviews publisher

by Aidan Poole

Seasoned executive leader John Boris has joined Tripadvisor as the company’s chief marketing officer.

The appointment will see him manage the platform’s B2C and B2B marketing strategy and execution while reporting directly to TripAdvisor chief executive Matt Goldberg.

Boris will start by driving customer acquisition and engagement, marketing efficiency, brand reach and resonance, partnerships and growth of international customers for Tripadvisor.

He arrives with experience as chief marketing officer of Shutterfly and senior vice president of marketing at Zagat, where he spearheaded the restaurant rating platform’s digital transformation.

Boris also brings experience in senior operational roles including executive vice president and managing director of Lonely Planet, where he helped the publication become the most sold travel guide in the Americas, oversaw the launch of mobile products, and ran the firm’s clients solutions teams.

He was recently the chief executive of experience marketplace IfOnly, which was acquired by Mastercard in 2019.

Goldberg said: “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.

“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 said: “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.

“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.”