CAREERS: Job interview

Name Glenn Trouse

Job Chief marketing officer


Age 39

How did you get into marketing?

After completing my studies, I landed a job in the marketing department

of Columbia Pictures in Hollywood. A close family friend was running the

studio at the time.

What was your motivation for joining

The opportunity to apply everything I've ever learned over my marketing

career to this new and dynamic business of online travel.

What are the marketing challenges that faces in its


Creating profitable growth is our number one objective. Consolidating

our position in key markets through acquisition or through developing

programmes that fuel organic growth, either through increasing

transaction values, conversion rates of lookers-to-bookers and

cost-effective customer acquisition strategies, are now the business's

primary focus.

What is your latest marketing campaign?

We are dedicating considerable resources to broaden our range of

products and functionality to package holidays, cruises and other

non-air, higher margin products. We've also re-focused our consumer

promotion, public relations and partner/affiliate distribution

programmes with strong results over the past quarter.

What do you enjoy most/least about your working environment?

This is a really exciting time to be in the internet business. In many

respects, bricks and clicks players such as ebookers are pioneering the

online space. This makes for a highly dynamic environment with

ever-changing challenges. I could do without most of the press stories

lumping all internet companies together as 'dot bombs', which clearly

ebookers is not. The pessimism created by the press is difficult to

ignore at times.

What individual has influenced you most in your career?

Having spent ten years working on the Mars business, I would have to say

John and Forrest Mars. The principles by which they run their business

and how their people think and operate has been an invaluable marketing

catechism. On a day-to-day basis, Carolyn Carter, president of Grey

Europe, has been the most intellectually challenging person I've ever

worked with.

Where do you see yourself in ten years' time?

I couldn't possibly predict where I'll be. But, hopefully six months

near a beach and six months in the Alps.

What characteristics do you look for in the people you do business


Quite simply, integrity. Integrity to keep your word and deliver


What would be the one piece of career advice you would give?

While I'd like to believe 100% in 'never look back', there's nothing to

be ashamed of in recycling a good idea. Searching and re-applying has

worked once or twice for me in the past.

What has been your biggest mistake?

As in the film Frequency, not buying Yahoo! early. I still hold shares

in AOL though.

What has been your biggest achievement?

Taking ebookers to the number one position in Europe.

What do you do to unwind?

I have my usual haunts around London. I speak to my family by telephone

back in the States but it's only on extended holidays (two weeks or

more) that I can truly relax.



Account director, Bates Advertising


Various positions, rising to vice-president, Bates Warsaw


Global director of emerging markets, Grey Communications


Chief marketing officer,


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer