Wotif marketing chief resigns six months after Expedia acquisition

Michael Betteridge has resigned as marketing chief at Wotif following Expedia’s acquisition of the company.

Mr Betteridge has a new role lined up at travel firm Amalgamated Holdings, according to online forum Mumbrella.

Stay tuned as accomnews reaches out to Wotif and Mr Betteridge for comment. He initially joined the OTA as a marketing general manger then went on to lead his department in an up-hill climb as online travel competition grew more fierce.

Mr Betteridge is well-respected in the marketing community and told Mumbrella that his decision to leave came about after he witnessed a shake-up following the November acquisition.

He said: “Absolutely it was my decision to leave. I spent the last four or five months migrating the Wotif group onto the Expedia platform and was part of the process of looking at what was the right shape and structure. I was in control of that.”

“The role became more focused on the brand and customer, which was awesome, but there was some functions, such as CRM, email marketing and the partnership program which were switched to the digital department.”

He also added that he believed the Expedia acquisition was in the best interests of Wotif as a whole.

“Expedia will give it a boost and the potential for success in a competitive environment,” he told the site.

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