CAREERS: Job interview

Name Glenn Trouse

Job Chief marketing officer

Company ebookers.com

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 ebookers.com?



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 ebookers.com faces in its

sector?



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

with?



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

results.



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.



CV

1987-1992

Account director, Bates Advertising

1992-1997

Various positions, rising to vice-president, Bates Warsaw

1997-1999

Global director of emerging markets, Grey Communications

1999-present

Chief marketing officer, ebookers.com





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