How I Made It He could’ve been Qantas CEO. Instead Bruce Buchanan started a $7.2b company
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Oct 26, 2025 Bruce Buchanan, former Jetstar executive and CEO of tech firm Rokt, shares his inspiring journey from the aviation world to building a $7.2 billion e-commerce powerhouse. He discusses his early love for computers, the challenges of his upbringing, and the pivotal choices leading him away from a Qantas CEO role. Bruce reveals how Jetstar's experiences shaped his understanding of e-commerce problems, driving him to innovate. He also offers insights on navigating crises, maintaining an intense company culture, and the lessons learned in grit and resilience.
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Invisible Commerce Engine
- Rokt powers the intelligence layer behind e-commerce checkout pages and transaction flows.
- Most users never see Rokt but experience its recommendations and payment options everywhere.
Bold Bets Scaled Jetstar Fast
- Jetstar scaled to roughly $3 billion revenue and 7,000 employees across 17 countries under Bruce's leadership.
- Early bold moves (787s, A320neos, long-haul low-cost) drove rapid airline expansion.
Jetstar Problems Sparked Rokt Idea
- Bruce had long studied the e-commerce funnel problem while building Jetstar and saw commercial revenue as a differentiation lever.
- That persistent curiosity led him to found a business solving those exact funnel challenges.