Sam Otter has been appointed as the new director of marketing and PR, UK and Ireland at Celebrity Cruises.

Otter previously held senior marketing roles with brands including Cheapflights, Virgin Holidays, O2 and Walt Disney Parks and Resorts. She joins with immediate effect.

The new appointment follows the departure of Toby Shaw in June after three and a half years with the line.

Otter will report to Celebrity Cruises’ UK, Ireland and Asia vice president and managing director, Jo Rzymowska.

Rzymowska said: “I’m thrilled to welcome Sam to the Celebrity Cruises UK and Ireland team.

“Her impressive track record in working with household names both within and outside the travel sector brings valuable experience to our business.

“Celebrity Cruises currently enjoys its highest levels of brand awareness and with the new Edge Class ships beginning to join our fleet in 2018, our future couldn’t be more exciting.

“I have crossed career paths with Sam in the past and her dynamic leadership and commercial acumen promises to continue the sterling work to date in terms of the growth of Celebrity Cruises.

“I wish Toby all the best in his future career at the British Horse Racing Association, and I extend a warm welcome to Sam.”

Otter most recently held the role of global marketing director at Cheapflights where she had been since 2015.

Otter’s role will encompass all of Celebrity Cruises’ trade and consumer marketing and e-commerce efforts including overseeing a substantial spend and support in cooperative trade marketing.