Azamara Cruises has appointed Lisa Kauffman to the post of Chief Marketing Officer.
She is a seasoned travel and retail executive and joins the leadership team at a pivotal moment for the small-ship line.
Reporting to CEO Dondra Ritzenthaler, Kauffman will oversee marketing and communications across e-commerce, product, trade, brand, social engagement, media, public relations, guest loyalty, and internal communications.
Kauffman’s career spans more than two decades in consumer-focused, experience-driven sectors.
Most recently, she served as chief marketing and experience officer at Starboard Group, the vacation retail company involved on board cruise ships, where she led global B2B and B2C marketing strategies, digital innovation, and integrated communications.
Her previous executive roles include posts at Perry Ellis International, Celebrity Cruises, Macy’s Florida, and The Walt Disney Company.
This appointment underscores Azamara’s commitment to strengthening its position as the leader in destination immersion, an area where the line already stands out with its smaller fleet, longer port calls, and overnights in marquee cities.
Ritzenthaler cited Kauffman’s “passion for storytelling, guest-centric thinking and brand building” as key assets in furthering that strategy.
The move comes as competition for culturally curious, high-spend cruisers intensifies, from ocean lines expanding expedition programmes to river cruise brands enhancing destination narratives.
Kauffman succeeds former CMO, Meg Lee, who left the company in May.
“This is an exciting time for the company,” Kauffman said.
“I look forward to working with the talented team to elevate our brand, deepen our connection with guests and inspire even more travelers to explore the world with Azamara.”
