Name Glenn Trouse
Job Chief marketing officer
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
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
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
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, ebookers.com