Expedia Group is making changes to its consumer functions a month after announcing a restructuring of its B2B business.
Effective June 1, Expedia Brands President Jon Gieselman will leave the company. Gieselman led the company's consumer business and marketing division for three years.
With his departure, Expedia Group will create two new C-suite positions and conduct internal promotions to fill them. Jochen Koedijk will lead marketing as Chief Marketing Officer (CMO) and Brad Bentley will oversee the consumer business as Chief Operating Officer (COO). Both will report directly to Ariane Gorin, who will become CEO in May when current CEO Peter Kern steps down.
“Throughout our transformation journey, Jon has led the dramatic integration of go-to-market strategies for the brand, the development of a best-in-class loyalty program, and built industry-leading creative capabilities,” said Peter Kern. CEO of Expedia Group. “Jon is a thought-provoking leader in consumer marketing and leaves our consumer brands well-positioned for the future.”
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Koedijk worked at Expedia Group for three years, leading the organization's marketing investments and implementing a data-driven marketing approach across the company's consumer brands. Bentley joined Expedia Group about 18 months ago and has led efforts to streamline the company's B2C business.
“With Brad and Jochen, we have two outstanding internal leaders who will drive the future of our consumer business,” said Gorin.
“They will build on our strong marketing and technology foundation and further strengthen our focus on delivering growth. I would also like to express my sincere gratitude to Jon for being an incredible colleague and for his outstanding contributions and leadership as we prepare for this exciting future.”
Gieselman first joined Expedia Group as a member of the Board of Directors in late 2019 and then became President of Expedia Brands in 2021. In his statement, the company calls him the “critical architect” of its cross-brand loyalty program, One Key.
In late February, Expedia Group announced two new divisions led by company veterans: Alfonso Paredes, president of private label solutions, and Greg Schulze, president of travel partners and media.