Team: SEM Performance Marketing

Office: Angel Building, London

Tenure at EG: 7 years

Fun Fact: I am a saxophone player, I also played at EG parties in London

Tell us about your team

I’m part of the SEM Performance Marketing team. We focus on driving high-quality demand through search engine marketing across all markets where EG operates, making sure our campaigns are efficient, relevant, and aligned to traveler needs. We work closely with partner teams across marketing, analytics, product, and broader commercial functions to connect performance insights with business priorities, protect our brand presence, and make sure we show up where it matters most to travelers.

Tell us about your role

As a Performance Marketing Manager, I manage multi-million-dollar advertising budgets for our branded accounts at a global level across all our brands. Data analysis is a key part of my role because it helps ensure our campaigns are profitable and that we are present where it really matters to travelers. I also work alongside our hotel partners to make sure our agreements are met and our online strategies stay aligned. A big part of what motivates me is helping create a transparent ecosystem for our partners, so they can rely on us to promote their properties while we support them in an incredibly competitive search landscape. What I enjoy most about the role is that it combines analytical thinking, experimentation, and cross-functional collaboration, so no two days look exactly the same. Fun Fact: I am a saxophone player and have also played at EG parties in London.

What usually surprises people about the role?

What usually surprises people is how broad and analytical the role is. From the outside, performance marketing can seem like it is mainly about campaign management and bidding, but in reality, it sits at the intersection of strategy, data, technology, and customer understanding. SEM is also an incredibly competitive space, so investment levels can be very high and attention to detail is essential to protect our strategies. It also plays an important role in making sure travelers can always find what they are looking for when they search. A big part of the role is translating performance signals into decisions that improve both business outcomes and the traveler experience, which is why it is much more analytical than most people expect.

What skills do you think will matter most for your role/team over the next 2–3 years?

Over the next few years, I think some of the most important skills will be having a clear vision for how to simplify processes and apply AI to automate bulky or time-consuming tasks. Attention to detail, flexibility, and a willingness to keep learning will also be essential as the role continues to evolve. I also think we will increasingly become QA experts for the agents and automated tools we use, guiding their work, checking outputs carefully, and making sure the results are reliable and useful. Strong collaboration will still matter greatly, because performance marketing depends on close partnerships across data, tech, product, commercial teams, and external partners. On top of that, staying focused on the traveler will remain essential, because the best performance outcomes come from delivering relevance and value to the people we are trying to reach.

What advice would you give to people who may be following a similar career path to you?

I would say build a strong foundation in data, but do not stop there. The people who grow most in performance marketing are the ones who can combine analytical skills with commercial thinking, creativity, and clear communication. It also helps to stay adaptable, because the tools, platforms, and expectations in this space evolve quickly. It is important to embrace change and keep learning new things, because the digital environment and SEM are changing rapidly. When I started my career, I managed all aspects of SEM directly, from ads and keywords to bids, whereas now many of those elements are handled through automation. Even so, it is still essential to guide that automation effectively and always stay on top of performance and strategy. One of the most undervalued soft skills, in my view, is kindness combined with a collaborative approach. That is essential for creating a positive environment with the people you work with, with partners, and more broadly, for building trust over time. Creating a positive environment around you, where you can thrive, this should be a top priority.

Why would you recommend a career at EG?

I would recommend a career at Expedia Group because it is a place where you can work on meaningful challenges at a global scale while staying closely connected to the traveler. There is a strong sense of purpose in helping people explore the world, and that makes the work feel very real. It is also an environment where collaboration, curiosity, and continuous improvement are genuinely valued. Because EG is such a big company, my own role has evolved a lot over the years, just as SEM itself has changed. I have had the opportunity to work across portfolio brands like Ebookers, Travelocity, and Orbitz, as well as across Flights, SEM Operations, Supply Operations, and Trading. That variety is one of the biggest reasons I would recommend EG: the opportunities are huge, and if you are flexible and eager to learn, there is a lot of room to grow and build a very diverse career.

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