Propellic has taken another major step in its evolution as a dedicated travel marketing agency, announcing two key leadership appointments that will guide the company through its latest phase of growth. The agency, known for its specialization in travel and tourism performance marketing, has appointed Jeff Johnson as Chief Operating Officer (COO) and John Matson as Chief Revenue Officer (CRO). Together, they will play an essential role in broadening the agency’s enterprise capabilities, supporting innovation, and reinforcing Propellic’s mission to help travel brands scale effectively in an increasingly competitive global market.
The move reflects Propellic’s strategic focus on strengthening operational excellence and establishing a more disciplined commercial foundation as the travel industry expands. As competition intensifies across hospitality, aviation, tours and activities, and destination marketing, travel brands are seeking partners capable of delivering measurable business outcomes through digital channels. Propellic is positioning itself as one of those partners, offering specialized expertise in search, content, analytics, and revenue-driven marketing designed specifically for tourism organizations.
Strengthening Operational Leadership for Travel Sector Expansion
The appointment of Jeff Johnson marks a significant milestone in the agency’s operational development. Bringing over 20 years of agency leadership experience to Propellic, Johnson has previously held senior roles at well-known digital marketing firms, where he oversaw teams supporting global brands across performance marketing, media, and digital transformation. His leadership experience provides a strong foundation for Propellic as it scales its service delivery, internal systems, and enterprise capacity.
As COO, Johnson will oversee the agency’s day-to-day operations, drive process maturity, and lead service execution across client initiatives. A major component of his role will be ensuring that Propellic can expand efficiently without compromising its quality of work—an increasingly critical factor as travel brands demand more sophisticated marketing support. Johnson shared his enthusiasm for joining the company, noting that Propellic had already built a strong reputation for delivering excellence to the travel sector. He emphasized his excitement in joining the leadership team and supporting the agency through its next phase of expansion and innovation.
Revenue Strategy Reinforced with Travel Innovation Expertise
Propellic’s leadership expansion also includes the appointment of John Matson as Chief Revenue Officer. With more than 15 years of experience in revenue leadership, travel innovation, and performance marketing, Matson brings a strategic commercial perspective that aligns well with both Propellic’s culture and its client base.
His background includes co-founding Voyager HQ, once recognized as the world’s largest travel startup incubator, as well as supporting the launch of new travel technology models within wellness tourism and B2B SaaS. Matson has also advised numerous travel-focused companies on revenue strategies, connecting digital marketing performance with structured commercial growth. Having previously served as Propellic’s fractional CRO, he enters his new role with a deep familiarity with the agency’s systems, culture, and travel client needs.
In his role as CRO, Matson will lead revenue strategy, client partnerships, and sales operations while aligning marketing performance with tourism sector growth outcomes. He expressed excitement about joining Propellic in a full-time capacity, emphasizing that growth within the travel sector represents more than commercial success—it also represents connection, discovery, and global perspective. For Matson, helping travel brands bring their offerings to the right audiences at the right moment is what makes travel marketing meaningful.
Investing in Performance-Driven Travel Marketing Capabilities
Both leadership appointments signal Propellic’s intent to expand its full-service marketing capabilities and increase its impact on enterprise-level travel brands. The agency has become known for its focus on data-driven SEO, paid media, content production, analytics, and revenue-focused performance strategies. With the travel sector’s customer journey becoming more digital and research-heavy, analytics-based marketing has become essential for brands aiming to drive bookings, occupancy, and visitation.
Propellic’s leadership believes the travel industry is entering a period of transformation where marketing success depends on insights, performance measurement, and strategic channel planning. With destination organizations, hotels, airlines, and experience providers competing for attention, brands need partners capable of interpreting demand signals and converting them into booking activity. Propellic is investing accordingly, expanding both its marketing service stack and its data and insights products.
Propellic’s CEO expressed confidence in the new leadership additions, noting that both Johnson and Matson bring critical expertise in scaling performance marketing operations and supporting brands operating in complex and competitive environments. He emphasized that the appointments will help Propellic deepen its enterprise work, expand partnerships, and strengthen the agency’s ability to help tourism organizations navigate modern marketing challenges.
A Future-Focused Path for Travel Sector Impact
With Johnson and Matson now in place, Propellic is well-positioned for its next chapter. The travel and tourism industry continues to grow and evolve, driven by shifting traveler expectations, new digital behaviors, and rising competition across global markets. Performance-based marketing and measurable brand growth are becoming central priorities for tourism organizations, and Propellic aims to support that transition with the leadership and tools needed for long-term success.
For Propellic, the journey ahead focuses on helping travel brands scale, innovate, and thrive in a dynamic global landscape—while positioning itself as a key performance marketing partner for the tourism sector.
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