MIAMI, June 17, 2021 /PRNewswire/ -- Celebrity
Cruises announced today that former top fashion house marketer
Michael Scheiner has been appointed
Senior Vice President and Chief Marketing Officer of the new-luxury
travel company.
Reporting to President and CEO Lisa
Lutoff-Perlo, Scheiner will join Celebrity on July 12, and will oversee all aspects of driving
new customer acquisition, brand loyalty and e-commerce
globally.
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. Joining from Tommy Hilfiger, where he served as
Global Chief Marketing Officer, Scheiner was instrumental in
modernizing the Tommy Hilfiger brand aesthetic and while at the
brand, launched innovative e-commerce, digital programs and
live-streaming events, driving enormous brand affinity and
engagement with both Gen X and Millennial audiences.
A passionate leader and champion of purpose-driven
marketing, Scheiner understands the power that new-luxury
brands have in leveraging their profile to act as powerful
catalysts for change. He launched Hilfiger's People's Place
Program, an initiative focused on making the fashion industry more
inclusive for the BIPOC community; and the acclaimed 2021 ad
campaign, "Moving Forward Together," which encouraged people to
unite for a better future.
Prior to joining Tommy Hilfiger, Michael spent eight years at
fresh lifestyle retailer Abercrombie & Fitch, serving in
various senior marketing roles across the company's portfolio of
brands including, abercrombie kids, Hollister Co., and Gilly Hicks. While there, he oversaw the
creation and execution of the brands' digital marketing strategies,
rebranding efforts, and new product launches. His career also
includes posts with Urban Outfitters and Ralph Lauren.
"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," said
Lutoff-Perlo. "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."
"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," said
Scheiner. "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."
A graduate of the University of
Miami, Scheiner remains an active alumnus, serving as a
marketing advisory board member for the University of Miami Herbert Business School's
curriculum, graduate school opportunities and executive leadership
programs. He is also an advisor to mobile app startup Lawzy,
Inc.
About Celebrity Cruises:
Celebrity Cruises' iconic "X"
is the mark of a fleet of 14 award-winning ships redefining luxury
cruise travel with cool, contemporary design and accommodation;
dining, spa, and entertainment experiences for modern tastes; and
culturally rich and diverse destination experiences, all
complemented by warm, personalized service. Celebrity has pioneered
many industry firsts at sea, including the first use of solar
panels on a cruise ship; the first to eliminate the use of plastic
water bottles; the first American female captain of a cruise ship;
the first-ever all-female bridge and officer team sailing; the
first West African woman to work on the bridge of a cruise ship;
and one of the first legal same-sex weddings performed at sea.
Driven by wanderlust and a passion for opening the world, Celebrity
journeys to all seven continents, visiting nearly 300 destinations
in more than 70 countries. Celebrity Cruises is one of five cruise
brands operated by global cruise company Royal Caribbean Group.
(NYSE: RCL).
Editor's Note: Media can stay current on all Celebrity
Cruises news at www.celebritycruisespresscenter.com.
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SOURCE Celebrity Cruises