Princess Cruises sets sail with new leadership: Jim Berra takes helm as chief marketing officer

Tuesday, January 9, 2024

Princess Cruises has announced the appointment of Jim Berra as its Chief Marketing Officer (CMO). Berra, a seasoned professional in the cruise industry and hospitality sector with almost thirty years of expertise in brand, marketing, and commerce, will directly report to Princess Cruises President John Padgett.

In his role as CMO, Jim will oversee all aspects of global marketing, including the formulation of integrated marketing strategies, creative development, and brand promotion across diverse channels and regions. The aim is to further enhance Princess Cruises’ global market position.

Berra will be working alongside a leadership team comprising experienced individuals in commercial and communications roles, such as Terry Thornton, Chief Commercial Officer; Vicki Johnson, Senior Vice President of Communications; and Carmen Roig, Vice President of Sales.

John Padgett expressed confidence in Jim Berra’s ability to contribute to Princess Cruises, stating, “Jim’s proven track record of success with esteemed hospitality brands aligns perfectly with the Princess team. His expertise will play a key role in maintaining and expanding the iconic status of the Princess brand globally.”

Jim Berra, coming from Invited (formerly ClubCorp), where he served as Chief Marketing and Innovation Officer, brings a wealth of experience. His prior six-year tenure at Royal Caribbean International as Senior Vice President and Chief Marketing Officer is noteworthy, overseeing various aspects such as advertising programs, marketing communications, social media, e-commerce, and customer marketing.

Expressing his enthusiasm for the new role, Berra stated, “Princess has a rich history of creating unforgettable moments at sea, and I am excited to lead the marketing efforts for the iconic Love Boat brand to new heights. Collectively, we aim to motivate travelers to embark on voyages infused with love, adventure, and treasured memories.

Before his time at Royal Caribbean, Berra served as Chief Marketing Officer at Carnival Cruise Line for seven years. His earlier roles include multiple positions with Starwood Hotels & Resorts, including Senior Vice President of Customer Marketing and Strategic Alliances. A resident of Miami Beach, Florida, Berra holds bachelor’s degrees in economics and philosophy from Northwestern University.

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