US fashion house marketing boss joins Celebrity Cruises

Tommy Hilfiger’s global chief marketing officer is joining Celebrity Cruises.

Michael Scheiner has been named senior vice president and chief marketing officer.

He joins Celebrity on July 12 and will oversee all aspects of driving new customer acquisition, brand loyalty and e-commerce globally.

Prior to joining Tommy Hilfiger, Scheiner spent eight years at Abercrombie & Fitch, serving in various senior marketing roles across the company’s portfolio of brands including, abercrombie kids, Hollister Co., and Gilly Hicks. His career also includes posts with Urban Outfitters and Ralph Lauren.

The line said: “Scheiner joins at an important moment for the cruise line. Being new to the travel industry, he brings an exciting and fresh perspective as the Celebrity Cruises fleet returns to full service across the globe.

“Having led innovative marketing strategies for a number of fashion’s most iconic brands, Scheiner is well placed to drive growth in the aspirational new-luxury set that Celebrity Cruises embodies.

“Scheiner was instrumental in modernizing the Tommy Hilfiger brand aesthetic and while at the brand, launched innovative e-commerce, digital programmes and live-streaming events, driving enormous brand affinity and engagement with both Gen X and Millennial audiences.”

President and chief executive Lisa Lutoff-Perlo said: “Michael is joining us at such an exciting and important time for our brand, as we lead the industry’s return to service and prepare to grow our fleet with our stunning Celebrity Apex and Celebrity Beyond.

“As I thought about what will define a brand’s success for the future, Michael’s deep expertise in the digital landscape, global execution and merchandising and experience leading strong teams checked all of the boxes. Our brand is positioned for great days ahead and I can’t wait for Michael to further elevate all that our new-luxury brand promise entails.”

Scheiner added: “I have been fascinated with the cruise industry since dreaming of working on a ship as a kid. As I met with the Celebrity leadership team, I was amazed by how thoughtful they have been with developing their new-luxury brand, putting their guest first and doing so much good for the communities they visit and serve.

“I am so excited to work with Lisa and the entire team to build on the incredible experiences they have created and work together to continue to position the brand for long-term success.”

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