Royal Caribbean International has appointed a new director of sales for the UK and Ireland.

Ben Bouldin (pictured, right) will lead an 18-strong dedicated sales team. The addition of the newly-created role and the expanded sales and marketing team follows the announcement that Royal Caribbean and sister brands Azamara Club Cruises and Celebrity Cruises would operate as individual businesses.

Bouldin has 15 years experience in sales having held senior roles at PepsiCo International. He will now work alongside Jo Briody, who has been appointed director of marketing and PR for the brand.

Stuart Leven, managing director for UK and Ireland, said: “With a new brand structure in place and the recent announcements confirming Anthem of the Seas deployment to the UK in 2015, Ben joins the Royal Caribbean business at an exciting time.

“I look forward to working alongside him and am confident that with his exceptional experience working with high profile international brands he’ll be able to build on the team’s industry leading track record within the cruise sector.”