Former Carnival UK head of digital Claire Hazle has been appointed director of marketing and e-commerce for Cosmos Tours and Avalon Waterways.

Hazle worked at Carnival between 2011 and 2014 before taking up a head of digital role at Marie Curie UK, “leading both organisations through a digital business transformation”.

She will take up her role – a newly created position – in late June.

Cosmos Tours and Avalon Waterways said the appointment “signals a move by new chief executive [former MSC Cruises executive director] Giles Hawke to position the company for significant growth in a changing consumer market”.

Hazle has worked across the travel, not-for-profit, financial services and arts industries.

“I’m thrilled to be joining Cosmos Tours and Avalon Waterways at such an exciting time,” she said.

“I’m committed to building meaningful relationships with our customers to deliver the fantastic holiday experiences and personalised service they have come to expect from us.

“I’m keen that we grow our brands with customer choice at the heart of everything we do.

“Our strategy will focus on being smarter about how we personalise and increase the relevance of our communications, create more interactive content to bring our holidays to life and offer more intuitive options to tailor-make the perfect holiday.”

Hawke said: “Claire’s new appointment will enable us to grow digital capability and fully compete in all areas of our marketing mix as we offer our exceptional range of products to customers via every relevant channel.

“We have a strong and experienced team in Bromley with a broad product range and I am delighted that Claire is joining us to ensure we communicate this to a significantly greater numbers of customers.”

Hazle’s role will oversee the marketing, CRM and web functions for the three brands; Cosmos Tours and Cruises, Archers Holidays and Avalon Waterways.