PlacePass Leadership Team

Ethan Hawkes
Ethan HawkesCEO & Co-Founder
Ethan Hawkes leads business development and strategy at PlacePass.

Previously, Ethan was an Associate Principal at McKinsey & Company and a leader in the global travel practice. Over the past 7 years with McKinsey, Ethan helped leading clients accelerate growth and profitability through applied expertise in customer experience, online distribution, and strategy topics. Ethan’s client base spanned Fortune 500 travel suppliers (e.g., cruise, car rental, hotel, airline clients), private equity investors, and sharing economy players.

Prior to McKinsey & Company, Ethan worked with Ministries of Tourism and the private sector in Lebanon, Zambia, and Jamaica. During this time he helped ~180 small travel suppliers enhance their livelihood through e-commerce. He also served as a volunteer for the International Institute for Peace Through Tourism. Ethan is a graduate of Cornell University’s School of Hotel Administration with high honors and holds an MBA from Cornell University’s Johnson Graduate School of Management. His family owns and operates independent hotels in Maine and Vermont.
Ethan is passionate about helping others discover and create exceptional hospitality experiences. He particularly enjoys kayaking, making the most of loyalty programs, and venturing out on his motorcycle.

His dream experience is to spend a morning with a Maine lobsterman.

Emily Bernard
Emily BernardChief Brand Officer & Co-Founder
Emily Bernard leads brand and marketing for PlacePass.

Previously, Emily was a Vice President at Foreign Policy magazine (FP) in Washington, DC where she led the international media sales team and established an in-house nation brand consulting practice. She developed and brought to market a suite of innovative new FP products for sovereign clients, focused on influencer destination marketing and trade, tourism and investment promotion strategies. In 2015 she successfully grew her division’s YOY sales revenue by >70% and was recognized as one of Media Industry News’ Top 30 “Rising Stars”.

Prior to Foreign Policy, Emily served as Special Assistant to the President at America Abroad Media, a non-profit that produces radio and television programming on international affairs. She began her career in Harvard University’s communications office, where she was a regular contributor to the Harvard Gazette. She has been a freelance restaurant reviewer for The Boston Globe and has worked with the US Mission to UNESCO in Paris, PBS FRONTLINE, and the Let’s Go! Travel guides.

An avid sailor and hiker, Emily enjoys spending time outdoors.  She grew up in Chicago and attended Harvard College, from which she graduated magna cum laude.  She also holds an MA in international relations from The Fletcher School at Tufts University.

Emily is passionate about the power of travel to help grow local economies. Her dream experience is to go dogsledding in Svalbard…before the ice melts.

Jeff Mathew
Jeff MathewChief Technology Officer
Jeffrey Mathew leads technology and platform development at PlacePass.

Over the past 15 years, Jeff led technology in both architecture and development at United Airlines with oversight over e-commerce and merchandising; these channels included over $12 billion in annual revenue associated with and $3 billion in ancillary revenue through the merchandising platform, respectively.

Jeff has a genuine love for technology and how it can drive business goals, empower the workforce, and ultimately deliver exceptional customer value. His team was instrumental in the growth and development of the Machine Learning practice at United Airlines, where they grew customer engagement and brand loyalty through various channels by focusing on upsell/cross-sell conversions. While managing a team of 50+ at United Airlines, he successfully leveraged various offshore models across multiple vendors to grow resource capacity. Prior to United Airlines, Jeff was a Sr. Developer/Architect at Sapphire Technologies and worked for Arthur Anderson in the Tax Technology Consulting group. He graduated with a Bachelors of Science from The University of Texas at Austin.

An avid technology enthusiast, Jeff enjoys staying at the forefront of augmented and virtual reality and advances in machine learning. He enjoys spending time with his family in Boston, Houston, Toronto, and India and is very involved in his church community.

His dream experience is to take his entire family on safari to Kruger National Park, as both he and his son have a love for animals!