Orbitz Worldwide wants to make its online marketing systems "the most sophisticated in the industry."
That's the stated goal of Chris Orton, most previously senior director Internet marketing at eBay, who's just been named the new chief marketing officer at Orbitz Worldwide.
"Chris is an absolute leader in developing algorithmic approaches to online marketing and CRM," states Barney Harford, the president and CEO of Orbitz Worldwide. "We believe his deep experience of applying massive data sets to marketing opportunities will make Orbitz a more effective and efficient marketing organization."
Orbitz says it has been focused on enhancing its marketing and operating efficiency.
Orbitz spokesman Brian Hoyt says "it is stereotypical to hire a 'brand/offline advertising' person in the CMO role, but Chris is an expert at looking at marketing in a whole new way. The data can make our existing spend on marketing opportunities even more effective and efficient than they have been."
Orton, whose appointment is effective immediately, replaces Jeff Davidoff, who left the company in mid-2009.
Deborah Italiano, a former vice president of marketing at Travelocity, leads Orbitz's offline advertising efforts as vice president of brand marketing, and reports to Orton.