MIAMI, June 17, 2021 / PRNewswire / – Celebrity Cruises announced today that it is the former top marketer of fashion houses Michael Scheiner has been named senior vice president and chief marketing officer for the new luxury travel company.

Reporting to the President and CEO Lisa Lutoff-Perlo, Scheiner becomes celebrity on July 12, and will oversee all aspects of customer acquisition, brand loyalty and e-commerce worldwide.

Celebrity Cruises Michael Scheiner

Scheiner joins the cruise line at an important time. New to the travel industry, he brings an exciting and fresh perspective as the Celebrity Cruises fleet returns to full service worldwide.

As the leader of innovative marketing strategies for a number of iconic fashion brands, Scheiner is well positioned to drive growth in the emerging new luxury set that embodies Celebrity Cruises. Scheiner came from Tommy Hilfiger, where he served as Global Chief Marketing Officer, and was instrumental in modernizing the brand aesthetic of Tommy Hilfiger for both Gen X and Millennial audiences.

A passionate leader and advocate of purpose-driven marketing, Scheiner understands the power that new luxury brands have to use 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 Moving Forward Together advertising campaign, which encouraged people to unite for a better future.

Prior to joining Tommy Hilfiger, Michael spent eight years at fresh lifestyle retailer Abercrombie & Fitch in a variety of senior marketing roles across the company’s brand portfolio, including abercrombie kids, Hollister Co. and Gilly Hicks. There he oversaw the creation and implementation of the brands’ digital marketing strategies, rebranding efforts and new product launches. His career also includes posts at Urban Outfitters and Ralph Lauren.

“Michael comes to us at such an exciting and important time for our brand as we lead the industry return to service and prepare to expand our fleet with our stunning Celebrity Apex and Fame beyond that“, said Lutoff-Perlo.” When I was thinking about what makes a brand successful in the future, Michael’s extensive expertise in the digital landscape, global implementation and merchandising, as well as experience in leading strong teams, ticked all the boxes. Our brand is set up for great days and I can’t wait for Michael to take everything that our new luxury brand promise brings to the fore. “

“I’ve been fascinated by the cruise industry since I dreamed of working on a ship as a kid. When I met the Celebrity executive team, I was amazed at how thoughtful they were in developing their new luxury brand and the guest first place. ” and do so much good for the communities they visit and serve, “said Scheiner.” I am thrilled to be working with Lisa and the entire team to build on the incredible experiences they have created and to work together to continue to position the brand for long-term success. “

A graduate of the University of Miami, Scheiner remains an active alumnus and is a marketing advisory board for the University of Miami Herbert Business School curriculum, graduate schools and executive leadership programs. He is also a consultant to mobile app startup Lawzy, Inc.

About Celebrity Cruises:
Celebrity Cruises’ iconic “X” is the hallmark of a fleet of 14 award-winning ships that are redefining luxury cruise travel with cool, contemporary design and accommodations; Dining, spa and entertainment experiences for modern tastes; and culturally rich and diverse travel destinations, all complemented by warm, personal service. Celebrity pioneered many industry firsts at sea, including the first use of solar panels on a cruise ship; the first to end the use of plastic water bottles; the first American female captain of a cruise ship; the very first all-female bridge and officer team in sailing; the first West African woman to work on the bridge of a cruise ship; and one of the first legal same-sex marriages at sea. Driven by wanderlust and the passion to open up the world, Celebrity travels all seven continents and visits almost 300 travel destinations in more than 70 countries. Celebrity Cruises is one of five cruise brands operated by the global cruise line Royal Caribbean Group. (NYSE: RCL).

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SOURCE Celebrity Cruises

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