MIAMI – Celebrity Cruises announced that Michael Scheiner is the new 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.
He joined the company from Tommy Hilfiger, where he served as global chief marketing officer. A press release said that 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 Hilfiger, Scheiner worked for eight years at 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.