Louise Mason has been appointed by Scenic as the tour operator and river cruise line’s brand and marketing manager.

Mason joins from Specialist Leisure Group, where she was interim head of marketing for Shearings Holidays and its other touring and accommodation brands.

In the newly-created role at Scenic, she will report into Nichola Absalom who was promoted to marketing director earlier this month.

Her remit will involve developing and implementing strategies to achieve set passenger targets across trade and direct channels.

She will also oversee all online and offline marketing for the brand in the UK.

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Absalom, Scenic UK’s director of marketing, said: “These are exciting times for Scenic and we have plenty to talk about as a business.

“Louise is a real strategic thinker but certainly isn’t afraid to roll up her sleeves and get stuck in so it is great to have her on board.

“Her experience working with established travel brands and launching new products is a perfect fit, so it is tremendous news that she has chosen to bring her expertise to Scenic.”

Mason, who will be based in Manchester, added: “Scenic is a dynamic business that is shaking up established sectors in the travel industry by doing things differently.

“I am looking forward to shaping its future direction and ensuring we continue to stand apart from the crowd.”