Dima Takes the Helm as Chairman of Civitatis Following Tenure as Vrbo’s CMO

IN BRIEF Mariano Dima appointed as new Chairman of Civitatis. Former CMO at Vrbo/HomeAway. Aim to enhance strategy in Latin America. Brings over two decades of experience from Expedia Group and Visa. Recent investment of $50 million from Vitruvian Partners. Civitatis offers over 90,000 activities in 160 countries. Focus on key markets: Mexico, Brazil, and Argentina.

In a significant move for the travel industry, Mariano Dima has been appointed as the new chairman of the board at Civitatis, a leading marketplace for guided tours and activities. Dima, who previously held the position of global chief marketing officer for Vrbo and HomeAway, is set to bring his extensive experience to the role. His appointment signals a robust strategy aimed at expanding Civitatis’s presence in Latin America, highlighting the company’s ambitious plans for growth and innovation.

Mariano Dima, the former global chief marketing officer at Vrbo and HomeAway, has recently stepped into the role of chairman of the board of directors at Civitatis, a prominent guided tours and activities marketplace. This strategic move is aimed at enhancing Civitatis’ presence in Latin America, which is a key focus for the company in the upcoming years.

Strengthening Civitatis’ Strategy in Latin America

Dima’s appointment is pivotal for Civitatis as the company looks to strengthen its grip on the Latin American market. With Dima’s extensive experience of over two decades in executive roles at notable firms such as the Expedia Group, Vrbo, and Visa, he is well-positioned to guide Civitatis through its next growth phase. This focus on Latin America aligns seamlessly with Dima’s past responsibilities of expanding global business strategies.

Investment Boost from Vitruvian Partners

Shortly before Dima’s appointment, Vitruvian Partners, an international investment fund, announced a substantial $50 million investment in Civitatis through a secondary shares sale. This additional funding is intended to solidify Civitatis’ standing as a top brand for tours and activities, especially in key territories like Mexico, Brazil, and Argentina. The infusion of capital coupled with Dima’s leadership is expected to significantly enhance Civitatis’ offerings and operations across these markets.

Commitment to Innovation and Quality

Alberto Gutiérrez, the founder and CEO of Civitatis, expressed confidence in Dima’s leadership, citing his capability to harness the potential within Spanish and Portuguese-speaking countries. Gutiérrez remarked on the massive opportunities available, emphasizing the transition of a predominantly offline market to a digital platform. He stated, “Much of the market remains offline still but we’re changing that rapidly thanks to our technological platform that is committed to quality and constant innovation.” This dedication to advancing technology is crucial as the market for tours and activities evolves.

Dima’s Transition and Future Prospects

Replacing Sophie Bower-Straziota, who served as chairman since June 2022 and remains on the board of directors, Dima’s transition comes at an exciting time for Civitatis. With over 90,000 activities offered in 160 countries, the company is set to reach over 10 million customers in 2023. Dima’s vision promises a path of growth and adaptation not only in operational frameworks but also in enhancing customer experiences.

Conclusion: A New Era for Civitatis

With Mariano Dima taking the helm, Civitatis is well-equipped to tackle the challenges and opportunities that lie ahead. The combination of experienced leadership and significant financial backing aligns the company for a prosperous future in the tours and activities marketplace.

Comparison of Key Roles and Impacts

Aspect	Description
New Position	Dima is now the Chairman of Civitatis.
Previous Role	Former CMO at Vrbo/HomeAway.
Experience	Over 20 years in executive roles at top companies.
Strategic Focus	Enhancing Civitatis’ presence in Latin America.
Investment Impact	Supported by a $50 million investment from Vitruvian Partners.
Company Vision	To drive growth in the tours and activities market.
Employee Leadership	Alberto Gutiérrez still leads as CEO.
Market Size	Civitatis offers over 90,000 activities in 160 countries.

Mariano Dima has recently been appointed as the new chairman of Civitatis, the popular marketplace for guided tours and activities. His tenure as the global chief marketing officer at Vrbo/HomeAway has prepared him well for this critical role. Dima’s vast experience and strategic insight will play a significant role in Civitatis’ growth, particularly as it aims to expand its reach in Latin America.

Strengthening Civitatis’ Position in Latin America

The key focus for Civitatis over the next few years is to enhance its presence in Latin America. Dima’s extensive background, which includes stints at major corporations such as Expedia Group, will be essential in driving this strategy. His appointment signals a commitment to not just maintain, but significantly grow Civitatis’ market share in Spanish and Portuguese-speaking regions.

Access to Fresh Capital

Dima’s arrival follows a recent investment boost for Civitatis from Vitruvian Partners, which has put in an additional $50 million through secondary shares. This funding is aimed at solidifying Civitatis’ position as a leading name in the tours and activities sector across Spain and Latin America. With Dima at the helm, the company is set to effectively utilize this capital to elevate its offerings.

Comments from Civitatis Leadership

Alberto Gutiérrez, founder and CEO of Civitatis, expressed enthusiasm about Dima’s leadership. He remarked that Dima is the right individual to help realize the immense potential in the tours and activities market. Gutiérrez’s steadfast leadership will remain intact as they collaborate to innovate and diversify their services.

Continuing Innovation in Technology

Much of the market for tours and activities remains offline, but Dima’s vision centers around leveraging technology to change that. Civitatis is committed to maintaining a high-quality customer experience while continuously innovating its offerings through a robust technological platform. This will be crucial for capturing the growing demand in the digital space.

A New Chapter for Civitatis

Dima steps into the role previously held by Sophie Bower-Straziota, who had been with the company as chairman since June 2022. Her contributions to the board will continue as she remains involved in Civitatis’ direction. With Dima’s leadership, Civitatis is poised for transformative growth and expansion.

As Civitatis continues to adapt to changing market trends, Dima’s presence will bring valuable insights and a fresh perspective that could mean exciting times ahead for the company and its customers.

• New Leadership: Mariano Dima appointed Chairman of Civitatis.
• Experience: Over two decades in executive roles at Expedia Group and Visa.
• Focus on Latin America: Civitatis aims to expand in Latin American markets.
• Investment Boost: $50 million from Vitruvian Partners to strengthen Civitatis’ market position.
• Growth Potential: Civitatis plans to tap into the offline market via technology.

• Continued Leadership: Alberto Gutiérrez remains CEO of Civitatis.
• Over 90,000 Activities: Civitatis offers tours in 160 countries, catering to millions.
• Vision for Growth: Targeting tourism in Spain and Portuguese-speaking regions.
• Technological Innovation: Commitment to improving online booking experiences.
• Transition: Dima succeeds Sophie Bower-Straziota as Chairman.

Overview of Mariano Dima’s Appointment

Mariano Dima, previously serving as the global chief marketing officer for Vrbo and HomeAway, has recently been appointed as the chairman of the board of directors for Civitatis, a key player in the tours and activities marketplace. This transition marks a significant step for Civitatis, particularly as the company aims to enhance its strategy in Latin America, focusing on regions like Mexico, Brazil, and Argentina. Dima’s extensive experience and the recent investment boost from Vitruvian Partners are set to propel Civitatis to new heights.

Dima’s Rich Experience

Mariano Dima brings over two decades of diverse experience in the corporate realm. His previous roles at major companies, including Expedia Group, provide him with a wealth of knowledge in marketing and executive leadership. Dima’s expertise in high-growth marketplaces and financial services further solidifies his credibility as the new chairman at Civitatis.

His time at Vrbo and HomeAway was marked by significant achievements that not only elevated the brands but also fostered innovation. Now, Dima’s opportunity at Civitatis allows him to apply his honed skills in a fresh context, aiming to unlock the potential within the Latin American markets.

Strategic Focus on Latin America

Civitatis is set on making Latin America a top priority for its future growth. Dima’s appointment is pivotal in strengthening this strategy, as his insights and previous experiences position him as a leader capable of navigating the complexities of the region. Civitatis aims to connect travelers with authentic local experiences, and with Dima at the helm, there is optimism about expanding their reach in Spanish and Portuguese-speaking countries.

Civitatis’s commitment to supporting tourism in these areas aligns seamlessly with the market’s rapid evolution towards digital solutions, an area where Dima has shown proficiency. His emphasis on technological platforms and innovative services is expected to transform Civitatis into a dominant brand for tours and activities in various Latin markets.

Financial Backing and Growth Opportunities

Recently, Vitruvian Partners made headlines by injecting an additional $50 million into Civitatis, following their initial investment in 2022. This funding is crucial for establishing Civitatis’s presence as a leading provider of tours and activities. With Dima’s strategic guidance, the company can capitalize on these financial resources to enhance its offerings and drive growth in target markets.

As they pursue expansion, Civitatis can leverage their extensive portfolio, which currently includes over 90,000 activities in 160 countries, catering to more than 10 million customers in 2023 alone. The infusion of capital, coupled with Dima’s marketing prowess, creates an exciting landscape for the company’s future.

The Leadership Transition

Dima takes over the chairman position from Sophie Bower-Straziota, who played an integral role in guiding Civitatis during her tenure. While Dima assumes this new leadership, Bower-Straziota remains on the board of directors, ensuring continuity and support during this pivotal transition. Alberto Gutiérrez, the founder and CEO of Civitatis, expresses confidence in Dima’s capabilities, noting his alignment with the company’s vision for growth and innovation.

This transition also reflects Civitatis’s dedication to maintaining strong leadership while evolving its strategies. Dima’s arrival symbolizes a fresh start, with a focus on capitalizing on untapped market potential and enhancing customer experiences.

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