Cheapflights.co.uk general manager UK Francesca Ecsery talks to Michelle Perrett about inventing new Walkers crisp flavours and her plans for the future of the company.
How did you start your career?
I started working at McKinsey and Co, the management consultants, and then went back to study at Harvard Business School. I have been working in the travel industry for 15 years.
I started my career at Pepsi Foods as a assistant marketing manager for Walkers. We needed to add some new flavours to the brand so I created Worcester sauce, tomato ketchup and pickled onion flavours, which took 18 months to implement.
I was responsible for creating the ‘Moneybags’ promotion for Walkers. I created the cover for the money so that we could put the money in with the crisps. I used to put a hair net on and go on the factory floor and put the Moneybags in the crisp packets on the production line. It was Walkers’ most popular promotion and they still use it.
Why did you move into retail?
Part of the reason I moved from Pepsi Foods to Thomas Cook was because I wanted to be closer to the customer and you can do that in retail.
In 1993 I joined Thomas Cook, where I was working on strategic marketing and third-party promotions and loyalty schemes. I was at Thomas Cook for two years when I joined Thorn EMI, but I wanted to go back into travel.
In 1996 I was marketing director for Going Places, with responsibility for getting people into the shops and doing deals with operators.
You got into the online sector by setting up your own company. How did that work?
I helped set up Destinex.com, an Internet travel company, which failed to get backing at the same time as Expedia and Travelocity.
I then set up ifyoutravel.com and ifyouski.com, which was an amazing experience. I sold it to the Online Travel Corporation in October 2001 and it is still the number one ski website. It is now owned by lastminute.com.
You worked at STA Travel before taking on the role at Cheapflights.co.uk. How did you find working for an international company?
I joined STA Travel as the managing director of the international division. When I joined we had a presence in 42 countries; when I left we were in 76. I opened up Africa, Asia and China. While I was there we actually made a profit in China, which is extremely hard.
I spent six years at STA Travel but I wanted to go back into the online world. I wanted to work in an expanding industry and work for a company that is ahead of everyone else in its sector.
What are your plans for Cheapflights.co.uk?
I would like to expand the company and increase the relevance to our customers. Your loyalty is only as good as your last click. A lot of people come to us at the beginning of the sales process but it’s about increasing the relevance.
I am in charge of the UK operation, which is the mothership of the business. I had 17 interviews for the job as general manager UK. I was amazed at the speed this company goes from the idea generation stage to implementation.
What is your background?
I am originally from Hungary but I grew up in France and Portugal. My doctor parents were political refugees during the revolution. They bandaged the wounded during the 1956 uprising and the Russians then started to ask questions about them.
I speak English, French, Portuguese, Hungarian, Spanish and Italian. I am French-educated, read all my books in French but I speak Hungarian at home.
What do you do in your spare time?
I am training for a ski trek, which includes running. I am also a member of the association Women in Advertising and we have commissioned some research on the position of women in the media, advertising and marketing.
Why do you love working in travel?
It’s because you sell dreams on spec. The whole retail and Internet experience is fascinating.
Profile: Francesca Ecsery
- Age: 44
- Lives: Holland Park, London
- Status: Divorced. Has a standard long hair daschund called Tickle.
- Education: A graduate of Geneva University in political science and international relations, graduate of Harvard Business School.
- Last book read: Suite Francais by Irene Nemirovsky and Sandra Smith.
- Favourite places to visit: “Madrid is the best place for sales. It’s an amazing city with a fun lifestyle.”
- Favourite films: Volver and Fateless (by Hungarian director Lajos Koltai).
- Favourite music: Classical, lounge and music by Carla Bruni.