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Michael Sands

Hotel Booking Chief Marketing Officer - Orbitz

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Cheap Hotel With an extensive background in marketing communications, brand strategy and integrated marketing, Michael Sands is chief marketing officer at Orbitz, the travel web site founded by United, Delta, American, Northwest and Continental Airlines. Sands leads a team responsible for developing and implementing all marketing activities for Orbitz. His efforts led to the most successful launch of an e-commerce site since Nielsen NetRatings began its reporting. Within 90 days of it June 4, 2001 launch, Orbitz was the third largest travel website in the $24B online travel industry and it remains among the fastest growing.
Prior to Orbitz, Sands was brought into the General Motors Corporation as one of a dozen experts designated with improving the auto company`s North American marketing efforts. As director of advertising and sales promotion for the Oldsmobile Division, Sands managed a $250 million budget that allowed him to reposition the Oldsmobile brand. In addition to developing capabilities for the division in target marketing, CRM, and one-to-one marketing, Sands created innovative integrated promotions with leading companies such as E-Trade, Blockbuster, MTV and ABC. Sands led a significant shift in the division`s marketing focus, taking many traditional efforts online. His efforts made Oldsmobile an e-marketing leader within the overall auto industry and led Sands to being named as one of ten "Marketers of the Next Generation" by Brandweek magazine.
Other positions Sands has held include vice president of customer acquisition marketing at Giant Step, an e-solutions provider to Fortune 100 companies and director of corporate marketing communications and brand strategy for Ameritech Corporation. Sands` early career began at the advertising firm Leo Burnet Co., where he supported the United Airlines, Tropicana, and Seven-Up accounts and played a key role in the launch of UAL.com.
Sands holds a Bachelor of Science degree in communications from Northwestern University as well as a Masters in Management degree from the J.L. Kellogg School of Management. He serves on his Undergraduate school`s alumni board of advisors.

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