The addition of the new role, and an expanded marketing and PR team purely working on Celebrity Cruises, follows a decision earlier this year by parent company RCL Cruises Ltd to evolve its UK and Ireland business structure in response to business growth.
Shaw brings with him 12 years of marketing experience having held senior roles at Sony Europe and Heineken. This includes pan-European roles such as partnership work with the James Bond franchise and FIFA. He joins the new Celebrity Cruises senior leadership team headed up by travel industry stalwart, Jo Rzymowska. Shaw will be supported by head of PR, Louise James; brand manager, Naomi Fisher; e-commerce marketing manager Alice Johnson and a 121 marketing manager.
Jo Rzymowska, Celebrity Cruises managing director, UK and Ireland, comments:
“As Celebrity Cruises continues to evolve as a brand we are developing the business to meet our growing targets. The new marketing and PR team, headed by Toby Shaw, comes as part of a new structure that sees extensive investment and will lead to some very exciting campaigns for us. His experience of consumer brands is sure to be a great asset for us as we continue our strive to grow the market share of cruise in the broader holiday sector. I’m excited to be working alongside someone with his knowledge, creativity and strategic thinking.”
From 1 January 2014 there will be three dedicated businesses each working solely on the Celebrity Cruises, Royal Caribbean International or Azamara Club Cruises brands. Previously, team members have been tri-branded.
Celebrity Cruises is renowned for its cutting-edge design, luxurious staterooms and offering some of the best onboard facilities at sea. The cruise line’s newest ships feature real grass lawn on the top deck, acclaimed restaurants and offer guests one of the largest and rarest wine collections at sea. Guests can enjoy relaxing in the onboard Elemis AquaSpa, shopping in designer boutiques such as Bulgari and Michael Kors, up-to-date technology in the Apple iLounge and take an iPad tour of the ship’s art collection which includes pieces by Anish Kapoor and Damian Hirst.
The new team exclusive to the Celebrity Cruises brand also sees a dedicated 16-strong sales team headed up by Nicki Tempest Mitchell as director of sales and supported by head of sales, Michael English.
