72. INTERVIEW: Kenny Jacobs, ex-Ryanair CMO

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In this new series, which you can find alongside the weekly updates, Kevin O'Shaughnessy (CityHook, Travel Massive Dublin) interviews execs from inside the engine room of the travel industry.

Kenny Jacobs headed marketing for Ryanair from 2013 to 2020 and was part of the leadership which led to an incredible overhaul in their technology and brand. Hear about how Ryanair does things differently when it comes to selling fares, messaging and positioning. In our CMO series, we ask what the execs expect to see on their dashboards — what it takes to run the business from their perspective.

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