Celebrity Cruises has appointed Sam Otter to the role of director of marketing and PR for the UK and Ireland.

Otter has previously held senior marketing roles with brands including Cheapflights, Virgin Holidays, O2 and Walt Disney Parks and Resorts.

The appointment follows the departure of Toby Shaw from the role in June 2017, after a three and a half year tenure with the cruise line.

Otter will report to Celebrity Cruises’ UK, Ireland and Asia vice president and managing director, Jo Rzymowska.

Jo Rzymowska said: “I’m thrilled to welcome Sam to the Celebrity Cruises UK and Ireland team. Her impressive track record in working with household names both within and outside the travel sector brings valuable experience to our business. Celebrity Cruises currently enjoys its highest levels of brand awareness and with the new Edge Class ships beginning to join our fleet in 2018, our future couldn’t be more exciting.

“I have crossed career paths with Sam in the past and her dynamic leadership and commercial acumen promises to continue the sterling work to date in terms of the growth of Celebrity Cruises.

“I wish Toby all the best in his future career at the British Horse Racing Association, and I extend a warm welcome to Sam.”

Otter’s role will encompass all of Celebrity Cruises’ trade and consumer marketing and e-commerce efforts including overseeing a substantial spend and support in cooperative trade marketing. The role works hand-in-hand with Celebrity Cruises’ director of guest and trade services, Kathy Barbrooke, and director of sales, Claire Stirrup, in ensuring that trade partners have the tools, materials and insight to continue to grow their Celebrity Cruises sales.

Summer will see a series of events and campaigns for Celebrity Cruises. The brand will deliver an experiential showcase at the food festival Taste of London, including interactive agent training, in June 2017 and further announcements are expected to follow on Celebrity Edge, the new ship launching in December 2018.