TripAdvisor Hires John Boris as CMO


After a four year hiatus, with no CMO, TripAdvisor has taken the plunge and hired an industry leader in John Boris.

John Boris, who will directly report to CEO Matt Goldberg, has served in several C-suite and executive leadership roles during his career. As the Chief Marketing Officer of Shutterfly, he helped grow and transform the company into the industry leader. As Senior Vice President of Marketing at Zagat, John successfully led the company’s digital transformation (web, mobile and subscription), enabling it to become the omni-channel leader in restaurant reviews and ratings..

Much of Tripadvisor’s revenue comes from selling search and branded-content advertising aimed at consumers visiting its websites and apps as they research and book travel arrangements online. The company also provides marketing and ad sales services to other brands, both within and outside the travel industry, on the namesake Tripadvisor platform, its sibling properties and those of other publishers.

The new hire is part of an effort by Tripadvisor Chief Executive Matt Goldberg to help the company grow as it emerges from the pandemic. “There’s so much more we can be doing with the brand, with performance marketing and with our global footprint,” Mr. Boris said, referring to Mr. Goldberg’s plans to grow the company through marketing.

John Boris is an entrepreneurial and visionary executive (CEO, President and Chief Marketing Officer) with a track record of successfully building profitable consumer and enterprise businesses, driving leading brands and creating strong corporate and team cultures. Most recently he served as CEO and Board Member of IfOnly (, a leading direct-to-consumer and and B2B technical platform and marketplace for incredible events and experiences which was acquired by Mastercard in late 2019. Follow him on Linkedin

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