Jerne, a platform connecting 8,500 travel curators and 325 experience providers, has announced the appointment of industry veteran Jeff Sirota as chief commercial officer.
Sirota comes to Jerne with 20 years of industry experience, having previously served as vice president of Small Luxury Hotels of the World, in addition to recently holding senior positions at J.MAK Hospitality and Protravel International, among others. Sirota co-founded The 1000, a $3 billion club introduced to recognize and amplify the world’s most influential travel advisors. (The 1000 was acquired by Jerne in early 2024.)
"As the leading engine for individuals empowering social media influence in travel, we needed a CCO with industry knowledge and relationships who also demands to do things differently," said Tim Morgan, CEO, Jerne. "Jeff more than fits the bill on both fronts."
In his position as CCO, Sirota will oversee Jerne’s commercial partnerships with hotels, cruise lines, tour operators, restaurants, spas, and activity providers around the world. His primary focus is ensuring their success in using Jerne’s proprietary matching technology to build and manage their relationships, content creation and influence, and return-on-investment with Jerne's global network of travel curators, including travel advisors, influencers, content creators, bloggers, journalists and more.
“As digital channels increasingly dominate travel distribution, the importance of maintaining a human touchpoint remains key,” said Sirota. “I’m excited to join the Jerne team as they’ve had the foresight to recognize the potential of individual curators and I look forward to us further amplifying their impact on travel purchasing decisions into the future.”
To learn more about Jerne, visit www.jerne.com.
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