Cruise

Celebrity Cruises names former fashion industry exec as new CMO

Celebrity Cruises has announced the appointment of Michael Scheiner as its senior vice president and chief marketing officer.

Reporting to president and CEO Lisa Lutoff-Perlo, Scheiner (pictured above) will join Celebrity on 12 July, and will oversee all aspects of driving new customer acquisition, brand loyalty and e-commerce globally for the cruise line.

Scheiner will join Celebrity from Tommy Hilfiger, where he served as global chief marketing officer.

Prior to joining Tommy Hilfiger, Scheiner spent eight years at Abercrombie & Fitch in various senior marketing roles across the company’s portfolio of brands. His career has also included posts with Urban Outfitters and Ralph Lauren.

“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,” Lutoff-Perlo said.

“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.”

Scheiner said he has 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 guests first and doing so much good for the communities they visit and serve,” he said.

“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.”



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