Tui UK & Ireland marketing chief Katie McAlister has been headhunted to become the new president of Cunard.
She will be replaced as the operator’s chief marketing officer by global e-commerce director Neil Swanson.
McAlister will take the helm of the UK cruise brand in August following 24 years at Tui.
She fills the position which has been overseen by acting senior vice president Angus Struthers following the departure of Simon Palethorpe in November 2021 to head UK holiday parks operator Haven.
Her responsibilities at Tui included overseas delivery, commercial, digital and marketing.
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McAlister has been a member of the UK and Ireland board, leading sales channels and marketing for Tui, First Choice and Marella Cruises, alongside a global responsibility for the Tui brand and digital marketing.
McAlister, who leaves Tui in July, said: “This was an unrivalled opportunity to join an iconic travel company at a key point in its history.
“I am so looking forward to joining the team as it widens its appeal and expands its guest base whilst retaining its renowned luxury, signature touches.”
Her appointment comes a year ahead of the introduction of Cunard’s fourth ship Queen Anne, significantly raising the brand’s capacity.
Sture Myrmell, president of Cunard parent Carnival UK, said: “We are delighted to have someone of Katie’s calibre join Cunard at this vital time of expansion.
“Her commercial and operational experience as well as digital transformation expertise and strategic oversight will build on the current team’s exceptional work to ensure that Cunard’s brand and growth opportunities are maximised as we look forward to the introduction of Queen Anne next year.”
Pictured: Neil Swanson, new Tui chief marketing officer
Swanson will retain McAlister’s areas of responsibility, “by continuing to build on the strong brand metrics of consideration and preference for Tui, and drive the performance for sales channels online and retail stores in the UK,” according to the operator.
He joined Tui in 2001 and has undertaken roles in e-commerce as sales channels director and more recently as global e-commerce director.
Tui UK & Ireland managing director Andrew Flintham said: “Throughout her entire career, Katie has made significant and lasting contributions to our business across various roles, most recently introducing the incredibly successful global marketing ‘Live Happy’ campaign.
“I would like to take this opportunity to thank Katie for everything she’s delivered during her time at Tui and wish her every success in her next role.
“We’re incredibly lucky to have a wealth of talented senior leaders and I’m delighted we’ve been able to promote Neil Swanson onto the Tui UK & Ireland board of directors as the chief marketing officer.
“Neil brings a wealth of experience to his new role, and I look forward to working closely with him.”
More: Tui UK adds 1.1 million seats for summer 2024