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Digital expert to ‘sharpen’ Holland America Line marketing

An expert in digital is being drafted in by Holland America Line to “sharpen” the company’s marketing strategies.

Kacy Cole has been named as new vice president of marketing and e-commerce.

She comes to the cruise industry with more than 20 years of experience leading marketing functions, implementing digital transformation and integrating brand and performance marketing together to deliver growth.

Cole will report to HAL chief commercial officer Beth Bodensteiner.

The line said: “As vice president of marketing and e-commerce, Cole will utilize her vast knowledge of digital marketing to work closely with teams across all areas of the organisation to refine Holland America Line’s strategic focus and enrich the consumer experience.

“Cole will create enhanced strategies for everything from full-funnel marketing at all stages of the booking process and branded content to guest-service initiatives and innovations and integrations on company-owned channels, including hollandamerica.com.

“With an obsessive focus on customers, Cole will develop digital solutions that best service the guest experience across all brand touchpoints.”

HAL president Gus Antorcha said: “Kacy joins Holland America Line with an impressive reputation as an impactful marketing leader, and her expertise will help drive our brand to more clearly define our position as one of the world’s leading cruise lines.

“We welcome Kacy to the Holland America Line team and look forward to working together to sharpen our marketing strategies.”

Cole was senior vice president of marketing at digital platform LTK (formerly Rewardstyle + Liketoknow.it) where she was responsible for global marketing functions.

She previously worked in various roles of increasing responsibility in integrated marketing, e-commerce and consumer marketing for companies including T-Mobile, Butter London and Tommy Bahama.

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