Skift Take
There's a ton of pressure on Booking.com's new chief marketing officer, especially given the fact that his boss said a few months ago that the brand's creative hasn't been up to par. The company wants to lean into brand marketing, but that means there has to be some stellar advertising to lean into. See the challenge?
Arjan Dijk spent more than a decade running marketing from Google's Mountain View, California, headquarters. But as senior vice president and chief marketing officer at Booking.com since the summer, he's now charged with building the U.S. profile of a Europe-based brand that has had trouble unseating Expedia stateside among travelers.
However, Dijk thinks Booking.com, based in the Netherlands, can meet that challenge on the caliber of its online and offline offerings. "For Booking, I am excited to take on the challenge of solidifying the brand as the beacon of all things travel in consumers’ minds, particularly here in the U.S. where I’ve spent so much of my career," Dijk said.
[caption id="attachment_352639" align="alignright" width="300"] Arjan Dijk, Booking.com's chief marketing officeer[/caption]
Dijk, of course, has global responsibilities for Booking, and he joined the brand, the largest in the Booking Holdings portfolio, at at time when CEO Glenn Fogel wants to increase its brand marketing spend to hike direct bookings. Fogel expressed disappointment in November about Booking.com's creative efforts, and has high hopes for Booking.com's new chief marketing officer.
One of the challenges, according to Dijk, is that Booki
