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US: Expedia Group has undergone a reshuffle of its executive team, with the departure of its president of Expedia Brands, and the appointment of a new chief operations officer and chief marketing officer respectively.
Jon Gieselman, president of Expedia Brands, will depart the company officially on 1 June after three years leading Expedia Group’s consumer business and marketing division.
Furthermore, Brad Bentley has been appointed COO to oversee the consumer business and Jochen Koedijk will serve as CMO to lead Expedia Group’s marketing division. Both will report directly to Ariane Gorin, who will take over as Expedia Group on 13 May.
The reshuffle also follows the group’s announcement in February that it would cut around 1,500 jobs, accounting for nine per cent of the company’s overall headcount, as part of a restructuring and cost-cutting measure. CEO Peter Kern revealed that the majority of the roles affected within the operational review would be in Expedia Group’s product and technology division, and the layoffs are expected to cost Expedia Group between $80 million and $100 million.
Outgoing Expedia Group CEO Peter Kern said: “In our journey of transformation, Jon has led a dramatic unification of our go-to-market strategy for our brands, development of our best-in-class loyalty program, and has built industry-leading creative capabilities. Jon is a visionary leader in consumer marketing and is leaving our consumer brands in a great position for the future.”
Ariane Gorin, incoming CEO of Expedia Group, said: “With Brad and Jochen, we have two excellent internal leaders to drive the future of our consumer business. They will build on our strong marketing and tech foundations and will sharpen our focus on delivering growth.
“I also want to extend a heartfelt thank you to Jon for being an incredible colleague and for his outstanding contributions and leadership in setting us up for this exciting future,” she added.
Gieselman initially joined Expedia Group first as a board member at the end of 2019, before stepping up as the president of Expedia Brands in May 2021. A notable highlight of his tenure included playing an instrumental role in launching One Key, Expedia Group’s first cross-brand loyalty program, last July.
Koedijk has worked for Expedia Group for three years, including developing new marketing channels and overseeing the media buying strategy through Expedia Group’s in-house media organisation.
Bentley, who joined Expedia Group a year and a half ago, has led efforts to streamline the operations of Expedia Group’s B2C business. He will continue in his role as COO of the consumer business, overseeing B2C strategy and business performance.
Koedijk said: “Jon’s visionary leadership has not only crafted a best-in-class in-house marketing organisation but has also revolutionised brand representation globally. As I step into this role, I’m honoured to lead our marketing division, grateful for Jon’s remarkable contributions, and eager to propel our united team towards unprecedented achievements, pushing boundaries, and paving new paths for Expedia Group’s future.”
Bentley said: “I’m privileged to lead our Traveller Operations division, where our team will lead our B2C growth globally. I’m excited for the opportunities ahead and unlocking new avenues for growth.
“Having worked closely with Jon for over a decade, I can confidently say he is truly one of the best in the business, and I can’t thank him enough for his leadership and setting us all up for success,” he added.
Expedia Group’s organisation is made up of three key pillars: Expedia Brands [including its consumer brands]; Expedia Product & Technology [focused on the group’s product and technical strategy and offerings; and Expedia for Business [consisting of business-to-business solutions and relationships throughout the travel ecosystem].
The group’s three flagship consumer brands include Expedia, Hotels.com and Vrbo.
