Aline Mellor

• Transitioning into the role of Group Head of Digital managing a team of 13 overseeing Thomas Cook Airlines & Condor Airlines Digital Marketing • Developing & overseeing the strategy for all digital marketing channels, PPC, Affiliates, Paid Social, Display, SEO, ECRM & Trading • Coaching and mentoring a diverse team of industry experts & channel specialists • Responsible for the digital marketing budget across the group airlines

• Managing Thomas Cook Airline & Condor Airline’s Paid Search & SEO for multiple websites and across 9 languages • Motivating, managing and professionally developing 2 direct reports • Manage PPC &SEO agency to ensure campaigns are planned, managed and monitored to exceed booking targets as well as industry best practices • Bringing forward Big Leap initiatives to increase productivity & save costs • Working on new data feeds and bidding models to drive more profitable bookings & increase load factor

• Developing JLAs digital strategy & digital roadmap • Driving double-digit growth in sales leads from all digital channels • Management of SEM, SEO, Social, Email, Live chat, multiple Websites and Apps of JLA Group businesses • Redefining the digital landscape, adding new technologies as well as marketing automation and improved integration with other parts of the business • Working closely with various development & marketing agencies to achieve growth targets & support the in-house digital team

• Managing the Hotels.com Product developments for SEM • Driving automation for global SEM accounts • Working closely with Product, Mobile, Analytics, Marketing, SEO, Content and Market Management teams as well as external development organizations • Maintaining close relationships with Search Engines such as Google, Bing and campaign management software Marin

• Managing the Hotels.com PPC accounts for Germany, Austria, Switzerland, Netherlands, Russia, Poland, Croatia, Bulgaria and Eastern Europe • involved in several projects such as Localization and creation of new tools for SEM • working closely with Marketing, SEO, Content and Market Management team • supporting new hires

• Management of all Marketing campaigns including trade shows for the German speaking market DACH using Google AdWords, Analytics, Yahoo, Twitter, Traders Magazine, Email marketing & newsletter etc • Development of the website adding financial data acquisition & site wide improvements including programming of additional sub sites & Wiki • On-Line advertising Sales of emails, banners, MPUs & dedicated pages • Reporting monthly stats on site performance, spend, income and outlook to the board of directors

• Consulting with case studies, teambuilding and project management • Web Marketing including development of a Marketing Plan, SEO, E-Metrics and Google AdWords PPC • Web development • Emerging Technologies • English with academic writing and presentation skills

• Computing • Marketing • Management • Business and Economics • Mathematics and Statistics • SAP R3