Heading up a team of 14 marketing, social media, web and PR professionals, Toby Shaw joined Celebrity Cruises as director of marketing and PR in December 2013. Shaw is charged with leading innovative and integrated marketing campaigns – across all communications disciplines – for both consumer and travel trade channels. Prior to joining Celebrity Cruises, Shaw spent five years at electronics giant Sony. He also spent five years at Heineken launching the 5% brand into the UK, as well as launching the off-trade version of Amstel, then the fasting growing lager in the UK.
Head of Business Development
Celebrity Cruises has enjoyed good success with its DMA strategy in the USA in 10 major metropolitan cites including Boston, New York, LA and San Francisco. Celebrity Cruises brings the intensification strategy to London and the South East, headed up by Michael English. With over 20 years’ experience in the cruise industry, Michael’s goals are to increase brand awareness and deliver new, high value guests to the cruise brand, which continues to win awards for its innovative approach. Partnership and collaboration, both in and out of the travel industry, have driven that success.