Royal Caribbean International has poached marketing chief Jim Berra from arch rival Carnival Cruise Line.
Berra becomes chief marketing officer at Royal Caribbean and will be responsible for all aspects of the cruise line's marketing, including brand strategy and positioning, consumer and trade advertising, web and loyalty marketing, research, brand development and communications.
He will report to president and chief executive Michael Bayley.
Berra was senior vice president and chief marketing officer for Carnival Cruise Line where he oversaw the company's advertising, public relations, customer marketing and digital sectors.
Bayley said: "We are delighted to have Jim join our team.
"With so many exciting initiatives on the immediate horizon for our brand, we feel that Jim's impressive history of creativity and proven results will continue the momentum of innovation the brand has created."
Berra previously worked for Starwood Hotels and Resorts and Hyatt.
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