Celebrity Cruises announced it has hired a new Chief Marketing Officer, who's background comes from Tommy Hilfiger, Abercrombie & Fitch and more.
Michael Scheiner will step in as the new Senior Vice President and Chief Marketing Officer for Celebrity.
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.
“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 guests 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.”
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.
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.