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On the Beach finally appoints new Chief Marketing Officer
On the Beach has appointed Zoe Harris as its new marketing chief following a lengthy search.
Zoe will join On the Beach in January from GoCo Group where she is CEO for Look After My Bills. She was previously Chief Marketing Officer for GoCompare.
In a statement, OTB said: "At GoCompare she was tasked with developing a differentiated positioning for the comparison site, successfully creating a marketable proposition that demonstrated to consumers that they are ‘better protected’ with GoCompare."
Zoe joined GoCo from magazine and newspaper publisher Reach PLC where she was Group Marketing Director for nearly six years.
Previously she held roles at the advertising agency WCRS (Engine), Channel 5, MTV and NBC having begun her career in travel as Brand Manager at Airtours in 1997.
OTB said it had conducted ‘an extensive search process’ across Europe following the departure of its former CMO Alistair Daly in March 2018.
It said it had made ‘significant progress across a number of fronts in 2020’, during which it said it has ‘driven efficient search volumes, improved its organic rankings, driven an increased proportion of branded traffic, sourced a new CMS platform, grown brand awareness and consideration to their highest ever levels, while also protecting ourreputation throughout the pandemic’.
On the Beach decided to leave ABTA earlier this year after the trade association insisted that it fully refunded customers who booked packages to spend after the Foreign Office advised against non-essential travel. OTB told customers they’d only be entitled to flight refunds if the airlines agreed.
Chief Executive Simon Cooper said:"I am excited that Zoe has agreed to join OTB as Chief Marketing Officer early next year. Her extensive experience heading up marketing functions at a variety of large digital organisations will be invaluable as we look to further accelerate our progress in 2021. We go into next year with a strong balance sheet and look forward to taking advantage of the large number of opportunities that will be available.
"I would also like to take this opportunity to thank Steve Seddon and Dan Roche who have worked together to oversee the Group’s marketing function through 2020, on top of their individual roles.
"Whilst 2020 has been heavily disrupted, the improvements that we targeted and delivered are a testament to the capabilities and efforts of Steve and Dan. When Zoe joins the Group in January, both Steve and Dan will continue with their respective Brand and Performance Marketing directorships."
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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