Celebrity Cruises has appointed fashion expert Michael Scheiner as Senior Vice President and Chief Marketing Officer of the new-luxury travel company.
Reporting to President and CEO, Lisa Lutoff-Perlo, Scheiner (pictured) will join Celebrity on 12th July and will oversee all aspects of driving new customer acquisition, brand loyalty and e-commerce globally.
Having led marketing strategies for a number of fashion’s most iconic brands, Scheiner is well placed to drive growth in the aspirational new-luxury set that Celebrity Cruises embodies, the company said.
Joining from Tommy Hilfiger, where he served as Global Chief Marketing Officer, Scheiner was instrumental in modernising the Tommy Hilfiger brand aesthetic and launching innovative e-commerce, digital programs and live-streaming events, driving brand affinity and engagement with both Gen X and Millennial audiences.
Prior to joining Tommy Hilfiger, he spent eight years at fresh lifestyle retailer Abercrombie & Fitch, serving in various senior marketing roles across the company’s portfolio of brands including, abercrombie kids, Hollister Co., and Gilly Hicks.
“Michael is joining us at such an exciting and important time for our brand, as we lead the industry’s return to service and prepare to grow our fleet with our stunning ’Celebrity Apex’ and ’Celebrity Beyond’,” said Lutoff-Perlo.
“As I thought about what will define a brand’s success for the future, Michael’s deep expertise in the digital landscape, global execution and merchandising and experience leading strong teams checked all of the boxes. Our brand is positioned for great days ahead and I can’t wait for Michael to further elevate all that our new-luxury brand promise entails.”
“I have been fascinated with the cruise industry since dreaming of working on a ship as a kid. As I met with the Celebrity leadership team, I was amazed by how thoughtful they have been with developing their new-luxury brand, putting their guest first and doing so much good for the communities they visit and serve,” said Scheiner.
“I am so excited to work with Lisa and the entire team to build on the incredible experiences they have created and work together to continue to position the brand for long-term success.”